To realize sustainable and business-oriented green tourism, it is necessary to clarify the needs of travelers for “countryside stays” considering the in-market trend. The purpose of this study is to analyze travel motivations and travel preferences of urban residents for countryside stays. First, from the factor analysis of travel motivations for such residents, six factors emerged: four push factors(adoration, challenge, interaction, and rest) and two pull factors(experience learning, pleasure trip). Second, by applying a non-hierarchical analysis, three types of travelers were classified based on these factors. The first is the “highly motivated type,” second is the “relaxed type,” and third is the “emergent interest type.” Third, to compare each type, different characteristics were clarified. The “highly motivated type” prefer agricultural experiences, farm-inns, interaction with local residents, and learning about the local community. The “relaxed type” prefer hot springs, natural sceneries, shopping, Japanese-hotels, and relaxing. Although the characteristics of the “emergent interest type” are not clear, the percentage of those who selected agricultural experiences was higher than that of the “relaxed type.”
These results imply that is important to provide services that are appropriate for each type. For example, diverse types of experiences are suitable for the “highly motivated type.” In contrast, services based on the concepts of scenery, beauty, food, health, and healing are suitable for the “relaxed type” and ‟emergent interest type” is not eligible to be invited.
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