2023 Volume 79 Issue 11 Article ID: 22-00166
In Japan, DMOs are registered by Japan Tourism Agency, and each DMO is required to collect data on the satisfaction of visitors regularly as a Key Performance Indicator so that each agency is able to use data for performance measurement and reflect on its policy. In this research, we collected the level of expectations before visiting an important tourism destination in a region such as a roadside station during the tourism satisfaction survey by a DMO.
In the survey, we asked visitors to rate both expectations before coming to the Roadside station and satisfaction at the time of visit on 5-point scale, in terms of functions and overall impression of the Roadside station. From the tabulation and analysis, we obtained parking lots, toilets, and product sales as items that visitors to the Roadside station had high expectations. On the other hand, as for meals, traffic information, and tourist’s information, visitors’ expectation was diverse, and satisfaction was similar to the degree of the expectation. The satisfaction model based on multiple regression analysis with the overall satisfaction level of the roadside station as the objective variable, the difference between the satisfaction level and the expectation level of the parking lot was obtained as a significant explanatory variable. This indicates the possibility that visitors strongly pay attention to availability for parking lot in the Roadside station in advance, and this affect overall satisfaction. Therefore, there is a possibility that overall satisfaction can be improved by giving the related information in advance.
