Tourism, which is ranked as an important policy pillar in Japan, is changing. For instance, attention is paid to “not famous” sightseeing spots, or demand for work vacation is expanding. It is essential to accurately grasp and respond to these changes. Information and communication technology (ICT) utilization, especially big data utilization, is an important area of focus. However, tourism is a field where ICT or big data utilization has not been fully employed. According to a survey, the reasons for this are: personnel do not have concrete content, and lack of human resource and technical expertise. Therefore, in this study, we analyze the traffic tracking data collected and propose ways to utilize it to show what kind of data can be used, its effects and merits, and create concrete examples of big data utilization. The analysis ensured prevailing situations are understood to be utilized for evaluating the effects of measures in the future and for countermeasures against traffic congestion. We also showed a merit of big data utilization by discovering present situations which were different from the perceptions of the locals.
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