ANALYSIS OF TOURISM ACTIVITIES CONSIDERING PERSONAL PREFERENCE

Abstract

The purpose of this paper is to analyze characteristics of tourism behavior of Japanese in light of the relations between their preference on daily consumption and tourism behavior. The questionnaire survey was conducted on the internet about demographic attributes, travel activities in the previous year, receiving 11,194 responses. Firstly the segments were identified by principal component analysis and cluster analysis using the daily consumption preference data. High correlation between age and consumption behavior was found. On the other hand, travel segmentation is independent from demographic attributes because of the differences in peoples' intention in the same cohort. Secondly, quantification method type 1 was used to identify factors determining the annual overnight travel frequency. It was found that not only personal income but also segmentation by intention of tourism behavior had an effect on its frequencies. It was found that when peoples' intention for taking travel information is the same, there are two types of tourists. One is frequent tourists using tourism information as the engine of trip activities. The other is not-frequent-tourists. It is considered that time and money constraints, overload of tourism information affect their travel behavior. Furthermore, source of information, travelling companion and the reason for not traveling were also analyzed.