Applying the AIDA and AIDCA Models to Destination Cities in Hokkaido to Improve Their Images and Strategies

Abstract

This research investigates the gradient of destination city popularity within Hokkaido, recognizing the significant travel expenses in the region, which demands thoughtful destination choices and underscores the vital role of effective marketing strategies. Data was collected through an online questionnaire with a sample size of 351 respondents, primarily Japanese individuals residing outside Hokkaido. The results of the AIDA and AIDCA models explain the process of attracting and converting potential visitors into tourists, highlighting the importance of “conviction” in affirming the destination’s image and anticipated experiences. In conclusion, effective marketing strategies involve establishing and sustaining clear convictions to prompt tourist visits.