ウェルネスツーリズムにおけるインバウンド観光客の観光地資源属性選好と異質性

― 高野山を事例とした離散選択実験と潜在クラス分析―

抄録

This study aimed to examine the key destination resource attributes valued by inbound tourists visiting Koyasan, a representative wellness tourism destination in Japan, from a sustainable development perspective. Therefore, user-generated content from Tripadvisor was analyzed using content analysis and factor analysis, identified five critical resource attributes: “Accommodation,” “Facilities and Services,” “Nature and Culture,” “Wellness Experience,” and “Food Facilities.” Based on these findings, a discrete choice experiment was employed, and 349 valid questionnaires were collected from inbound tourists. A mixed logit model was applied to examine tourists' preferences and their heterogeneity. The results indicate that “Accommodation” is the most important resource attribute, with a particularly strong preference for “Temple Lodging.” Moreover, considerable heterogeneity exists in tourists' preferences across different resource attributes within Koyasan. To further explore this heterogeneity, a latent class analysis was conducted, classifying inbound tourists into four distinct groups based on their preferences for Koyasan's tourism resources: “Nature and Culture Seekers,” “Food Seekers,” “Wellness Seekers,” and “Temple Lodging Seekers.” The findings indicate that tourists' perceptions and evaluations of destination resource attributes vary across different segments. Accordingly, a comprehensive understanding of these differentiated preferences is essential for formulating strategies that promote sustainable tourism development at the destination level.