抄録
Following COVID-19, Japan’s foreign tourists increased, surpassing 25 million in FY 2023. Popular activities include skiing, pottery, and tea ceremonies. The Japanese government launched “the Project to Promote the Formation of Snow Resorts with High International Competitiveness” in 2020 to boost long-term stays and spending. This study analyses data on 16 ski resorts in the Project and examines ski resort word of mouth (WOM) and data, categorizing by country (Japan, China, and Europe), and before and after COVID-19. It uses principal component analysis to typify WOM, comparing results with basic ski resort data to provide guidelines for future development. WOM trends differ for Japanese but not Europeans pre/post-COVID. Ski resort development impacts WOM, influenced by European cultural backgrounds. The effects vary by country, with high skiing costs. Development is an effective public investment, enhancing inbound tourism and providing economic benefits.
