Willingness-to-pay and Conjoint Analysis of Stated Travel Preferences Data of International Tourists from Narita Airport Survey

Abstract

Various inbound tourism policies have been strengthened in line with the National Tourism Strategy declared in January 2003. In the transport sector, to ensure smooth travel for inbound tourists, information provision especially by means of foreign languages has been promoted systematically in public transport facilities. However, further considerations should be given to the needs and preference of the inbound tourist for more effective policy making. In this study, to understand travel preferences of inbound tourists, we used a stated-preference survey conducted among departing international tourists from Narita Airport. In particular, two factors were analyzed: (1) the willingness-to-pay for a hypothetical increase in the price of Japan Rail Pass to include Nozomi trains; and (2) preferences for public transport passes in Tokyo metropolitan area.