Abstract
Hokkaido is a very popular travel destination, however, the number of visiting tourists varies as per the region. Therefore, in this study, data has been collected through an internet survey (comprising a sample of experienced and unexperienced tourists), to derive the overall priority of each of the four regions in Hokkaido, using analytic hierarchy process (AHP). These results have been applied to the Huff model to estimate the visit probabilities of each region. Thus, it has been observed that the region with thriving agriculture, forestry, and fishing industries have low visit probabilities. Further consideration might be needed to explore the use of area-specific natural resources for tourism.
