A Study on How People can be Motivated to Stroll in a City Center in a Case of Takaoka City, Toyama Prefecture, from a Viewpoint of Consumer Behavior Studies

Abstract

The aim of this study is to verify how the visitors' satisfactions with the events held in the city center are correlated with the possibilities to be motivated to stroll in the city center from a viewpoint of consumer behavior studies which apply marketing theory and propose management by objectives. The study has revealed that the events do stimulate the people to visit and stroll the city center. It has also identified the cause which effects people's total satisfaction and intention to rejoin the events in the future. Furthermore, the study has clarified that to improve visitors' total satisfactions with the events will raise their intention to rejoin future events and to visit the city center.