Abstract
Japan has more than 6,000 small islands. However, almost all the islands do not have the resources for developing an industry. So, tourism business is important for most of these islands to generate revenues. At present, the decreasing number of tourist is causing problems to the tourism business of the island which is often used for recreation. It is necessary to formulate the measures for tourism promotion.. Therefore, the purpose of this study is to review existing strategies. Survey was conducted to propose the strategies for tourism promotion using Sado Island as a case study. In order to objectively propose strategies, analysis of tourist activities and preference was done using the tourist survey data. In this paper, we tried to analyze the transportation mode choice behavior by discrete choice model and visitor's preference by factor analysis and discriminant analysis. Based on the analytical results, several ideas for transportation improvement and boosting strategies of recreational spots were pointed out..
