Analysis of Behavior and Emotion of Foreign Tourists in Kagawa Prefecture

抄録

In recent years, the number of foreign tourists visiting Japan has increased due to the deregulation of COVID-19. The Japanese government is encouraging foreign tourists to visit non-urban areas. Therefore, Kagawa Prefecture, one of the non-urban areas in Japan, needs to take measures the tourism promotion to attract foreign tourists. There are many related studies on the analysis of tourist behavior for effective tourism promotion. However, previous studies did not analyze the relationship between tourism behavior and tourists' emotions. In this study, we aim to clarify the behavioral and emotional characteristics of foreign tourists visiting Kagawa Prefecture by extracting their behavioral and emotional patterns. In the experiments, a questionnaire survey was conducted at Takamatsu Airport in Kagawa Prefecture to collect data on the behavior and emotions of foreign tourists. We use EMMA, a method of frequent episode mining to extract patterns of behavior and emotion of tourists by using collected data. The results revealed a relationship between the behaviors and emotions, such as the positive and negative emotions of tourists about transportation, foods and locations in Kagawa Prefecture.