Using Best-Worst Scaling to Investigate Preferences of Chinese Tourists for Visitor Services at National Parks

Abstract

The purpose of this study is the investigation of preferences of Chinese tourists for a variety of visitor services provided at national parks in Japan. We conducted an online questionnaire survey in China, in order to apply the object case of the best-worst scaling. Results of best-worst scaling revealed that both observation platforms and walking trails were regarded as important items. On the other hand, multifunctional restrooms were selected for the least important item. Conditional and random parameters logit analyses demonstrated that Chinese tourists who had visited national parks in japan were not likely to evaluate the importance of multilingual information and guided tour.