A Study of Expectation and Satisfaction with Shiretoko Tourism Among Shiretoko Tourists and Travel Trade

Abstract

In Shiretoko, nature conservation measures are in progress, and on the other hand economic effects of the world heritage on the region are expected. It is important to implement proper measures for both nature conservation and tourism in order to prevent the problems of not only an increase in dissatisfaction among tourists but also a decrease in the number of tourists. This study was intended to clarify the gap between the ‘actual consciousness of tourists to Shiretoko’ and their ‘consciousness assumed by tourism operators in Shiretoko’ by first comprehending the former and then comparing it to the latter. The result showed that in terms of expectation tourists’ consciousness is not so high but that in terms of satisfaction their consciousness is higher than tourism operators imagine. Therefore, their satisfaction is considered to exceed their expectation. Consequently, it is deemed very important to continue to maintain the value of Shiretoko’s nature from now on. Furthermore, it is also important to determine a method for utilizing users’ evaluation for the purpose of preserving the value of attractive nature and eco-tour experience in Shiretoko for a long period in the future.