This study examines the relationship between the characteristics of settings and tourist activities that are thought to be evoked there. First, a slide experiment using photographs of ten sites in Kokusai Street, Naha city, Okinawa prefecture, Japan, was conducted with 60 local students, and the sites were classified with use of cluster analysis based on the ratings. Then, an on-site survey about the ten sites was conducted with 31 local students. As a result, the ten sites were classified into ‘spaces for tourists’ and ‘spaces where local lives are sensed’. Moreover, the former spaces are suggested to encourage the purchase of tourist goods, acquisition of ‘already-known’ information about Okinawa, and communication with sales people while the latter spaces are considered to be places where tourists are encouraged to communicate with local residents while feeling local lives in calm atmospheres. This study elucidated differences in the evaluations of settings in the target commercial spaces and the relationship between the characteristics of the settings and tourist activities evoked at each setting, which is believed to have offered an approach to establish a framework to classify tourist activities at different settings in tourism destinations.

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