Marketing management that is based on traveler preferences is necessary to enhance contenttourism. Therefore, marketing management needs to understand what travelers expect fromcontent tourism. However, to date, there have been few studies to quantitatively assess thetravelers’ content tourism needs. This study quantitatively clarified the importance of contenttourism using a questionnaire on travelers visiting “Conan no machi （Hokuei town）” that hadbest-worst scaling questions, after which two data analyses were conducted. The application ofrandom parameter logit model to the best-worst scaling data found that“ creating an atmosphereof work” was most important, followed by“ creating highlights along Conan street,”“ enhancingshooting spots,”“ establishing facilities and places for families to play,” and“ enhancing Conan’sgoods,”; however,“ lowering admission fees” was not found to be important. The random parameter logit model with cross effect analysis found that: （1） “creating anatmosphere of work” was relatively important for young travelers, long stays, females, everyoneexcept people with children, everyone except people wanting to relax, Conan fans, Conan mania,lovers of Manga and Anime, pilgrims to sacred places, and lovers of shopping;（ 2） the importanceof various features was relatively high for men, prefecture residents, longtime stays, females,everyone except people with children, Conan fans, Conan mania, lovers of Manga and Anime,pilgrims to sacred places, and lovers of shopping; and（ 3） the tourists’ socioeconomic attributesand consciousness were also found to be related to the importance of some of the contentfeatures.

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