A Study on the Image Analysis of Hitoh

Abstract

Recently, people came to being interested in leisure time, because they work only five days in a week, and so they have more free time. Pieple are visiting a spa for a tour and recreation to feel relief and relax and want mother nature. The aim of this study is to clarify the image of a “Hitoh” - It means a hot spring which has kept a tradition going in the grandeur nature. - on the basis of conception of hospitality and soft-tourism. In the first place, we analyzed the linguistic image by using off semantic differential method and factor analysis. Next we analyzed the visual image by using of paired comparison and information theory. As a result, we found out that the image of “Hitoh” is very close to the deep snow, the grandeur nature, a hot spring well out, and friendly, comfortable hospitality through the linguistic and visual image.