ラケット理論からみたデスティネーション・サイズに関する考察

抄録

The distance between origin and destination and the range of the area tourist travel at the destination show a positive correlation. This relationship is known in the Japanese tourism study field as the ‘Racket Theory' in analogy to the shape of tennis racket. In this study, for the purpose of contributing to the destination marketing of Japanese DMOs, we examined the difference of strength of Racket Theory according to the income or purpose of travel. The results showed that the correlation is stronger in the tourist with standard household income and also the correlation is stronger in mass tourism, in the other hand, the correlation is weaker in the alternative tourism.