Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

Visitor Satisfaction for Promoting Inbound Tourism on Rural Destinations

Takeshi KURIHARA Naohisa OKAMOTO Graduate Student Associate Professor University of Tsukuba Graduate School of University of Tsukuba Graduate School of Systems and Information Engineering Systems and Information Engineering 1-1-1, Tennodai, Tsukuba, Ibaraki 1-1-1, Tennodai, Tsukuba, Ibaraki 305-8573 Japan 305-8573 Japan Fax: +81-29-853-5591 Fax: +81-29-853-5093 E-mail: [email protected] E-mail: [email protected]

Haruo ISHIDA Professor University of Tsukuba Graduate School of Systems and Information Engineering 1-1-1, Tennodai, Tsukuba, Ibaraki 305-8573 Japan Fax: +81-29-853-5073 E-mail: [email protected]

Abstract: From the viewpoint of increasing number of foreign visitor, the “attractiveness” and the “accommodating or supporting services” of the destinations should be equipped. This study focuses on the tourist attraction as a major factor of visitor satisfaction. Ten possible attraction factors (i.e. natural scenic, traditional culture and hospitality as such) were extracted throughout the existing researches and tourism related discussions of Japanese government. Factors influencing visitor satisfaction analyzed based on the quantification method. The analysis result showed that natural scenic and food resulted to be the most significant factors for visitor‟s satisfaction. However, visitors were dissatisfied with the quality of food and accommodation for the rural destinations compared with the city.

Key Words: inbound tourism, visitor satisfaction, tourism attractiveness

1. INTRODUCTION

The number of tourist arrival to Asian countries has grown in recent years. United Nations World Tourism Organization (UNWTO) forecasts that the market share of the number of visitor arrival to Asia will grow rapidly than any other regions in the year of 2020 (UNWTO, Table 1). Various kinds of campaign are taking by the government of Asian countries such as „Sparkling Korea (Korea)‟, „Truly Asia (Malaysia)‟, and „Japan Endless Discovery (Japan)‟.

Table 1 Forecast of the international tourist arrivals by region Base Year Forecasts Market share 1995 2010 2020 (%) Million 1995 2020 World 565 1006 1561 100.0 100.0 East Asia and the Pacific 81 195 397 14.3 25.4 Americas 110 190 282 19.5 18.1 Europe 336 527 717 59.5 45.9 Other 38 94 165 6.7 10.6 source: UNWTO Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

Table 2 Tourism agency‟s scale of operation (2009) Operation spending per GDP No. of No. of offices Country (million US$) (%) staffs oversea South Korea 373 0.044 765 29 Spain 317 0.021 505 32 Malaysia 146 0.068 1000 32 Australia 143 0.014 220 17 France 106 0.0038 350 32 Hong Kong 76 0.035 325 20 Japan 34 0.00067 138 13 source: Japan National Tourism Organization (2009)

This symbolizes a beginning of competition with regard to the inbound promotion in Asia. Tourism Agency was established in 2007 as a proof of Japanese government proactive approach in promoting tourism as one of Japanese growing industry. Along with this action taking in Japan, the tourism related budget has increased. However, the Japan‟s tourism budget per GDP has absolutely been small when compared with the other countries (Table 2). An increase in tourism related budget should be recommended on one hand, it is also necessary to discuss how to promote inbound tourism effectively on the other.

One of the aims for promoting inbound tourism is to increase the international travel earnings. In this context, to increase the number of foreign visitor is a fundamental issue for the government. From the viewpoint of increasing the number of foreign visitor, we suggested that the “attractiveness” and the “accommodating or supporting services” of destinations should compose a tourism environment. Accommodating or supporting services were analyzed quantitatively and resulted that safety was the most prioritized factor followed by public transportation and price based on the foreign visitor survey conducted in 2007 (Kurihara and Okamoto, 2010). This study focuses on analyzing an attractiveness that is a leading factor of visitor satisfaction. At the same time, to promote inbound tourism on rural areas or destinations has also been important matter from the viewpoint of supporting the national inbound tourism promotion and realizing self-sustaining regions by tourism.

In this light, this study aims to 1) find out the factors affecting visitor satisfaction and 2) discuss the issues for promoting inbound tourism on rural destinations in Japan.

2. LITERATURE REVIEW

The researchers have focused on tourist attraction studies since it leads visitor‟s satisfaction. Lew (1987) described „tourist attractions consist of all those elements of “non-home” place that draw discretionary travelers away from their homes. They usually include landscapes to observe, activities to participate in, and experiences to remember‟. Other definition was proposed by Leiper (1990) that was broadened framework leaded by Gunn (1972) and MacCannell (1976). He observed a tourist attraction as a system which comprises three elements: a tourist or human element, a nucleus or central element, and a marker or informative element. Along with the definitions of tourist attraction have presented, the elements or factors of tourist attraction have also discussed. Among them, historical heritage, cultural diversity, lifestyle, traditional event and festival, scenic beauty (natural, cityscape), nature (lake, mountain, desert and coast), climate, museums, theme parks and outdoor Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011 recreation (golf, ski) were frequently proposed by many researchers (Baloglu and Uysal, 1996; Beerli and Martin, 2004; Chen and Tsai, 2007; Echtner and Ritchie, 2003; Formica and Uysal, 2006; Gomezelj and Mihalic, 2008; Konecnik, 2002; Nadeau et al., 2008). Although these studies have been discussed what are the elements making up tourism attractiveness, the majority of the studies was analyzed by qualitative approach. Tang and Rochananond (1990) analyzed attractiveness of Thailand and other countries quantitatively based on a foreign visitor‟s evaluation. However, they did not analyze the correlation between attractiveness and visitor satisfaction. Meanwhile, tourism attractiveness has often applied to analyze a trip distribution in the field of infrastructure planning studies. As it has been difficult to define a tourist spot‟s attractiveness variable objectively, researchers have applied a number of leisure activity or accommodation capacities for substituting attractiveness (Okamoto et al., 1995). Until now, tourism attractiveness variable has to depend on an objective index alternatively in this field.

Not only a first time visitor but also a repeat visitor could be the key target for promoting inbound tourism. Some researchers focused to analyze a visitor satisfaction because people will be motivated to revisit the same place because he or she satisfied their previous visit (Hui et al., 2007; Kozak, 2001; Li et al., 2008; Oh, 2001; Um et al., 2006). Visitor satisfaction models have applied in limited destinations or areas. They might not be able to apply for other destinations such in Japan. Moreover, suggested models did not take individual evaluation into consideration. It seems to be necessary to reflect an individual preference in the model.

This research discusses the foreign visitor‟s evaluation for Japan‟s tourism attractiveness based on the destination attractiveness factors defined in the next chapter.

3. FACTORS MAKING UP TOURISM ATTRACTIVENESS

In this study, the factors making up tourism attractiveness are extracted through existing research reviewed in the former chapter and tourism related discussions held by Japanese government office (Prime Minister of Japan and His Cabinet). Tourism attractiveness is making up of 10 items that include “Natural Scenic”, “Traditional Culture”, “Pop Culture”, “Urban Landscape”, “Hotel”, “Food”, “Commodities/Sourvenirs”, “Museums”, “Science and Technology” as well as “Hospitality” shown in table 3.

Table 3 Tourism attractiveness factors Natural Scenic Mountain, Ocean, Lake, Hot spring Temples and shrines, Nogaku theatre, Event and festival, Traditional Culture National sports (Sumo) Pop Culture Event and festival, Manga, Pop idol Urban Landscape Historical and modern architecture Hotel Accommodation quality Food Qualilty of food Commodities/Souvenirs Quality of goods Museums Variety of exhibitions Science and Technology High quality of science and technology Hospitality Quality of service

Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

4. SURVEY OUTLINE

Data used in this study was based on the questionnaire survey which was conducted at Ibaraki airport on September 2010. Ibaraki airport locates 50 km north from Narita international airport and it commenced operation in March 2010 (Figure 1). This airport connects to Incheon international airport daily by ASIANA airlines and Shanghai airport by China Spring airline as a charter flight. The reasons for choosing Ibaraki airport as a survey place are: 1) airport is the final destination for all visitors to Japan, 2) major destination area is expected to include the rural area that this study focuses on and 3) visitors are expected to come from Korea and China who are main target of inbound tourism market in Japan.

Korean and Chinese translated questionnaire was prepared for respondents‟ ease of answering. The questionnaire consisted of socio-demographic characteristics (including gender, age, number of visit(s) to Japan and main interest in Japanese travel), destinations of this travel and degree of satisfaction and the reason of satisfaction that is defined in this study for individual‟s destinations. The survey outline is shown in table 4.

Ibaraki Airport

Narita Airport Haneda Airport 0 50 km

Figure 1 Airport locations in Tokyo metropolitan district

Table 4 Survey outline Date September 8th to 25th, 2010 (9 days in total) Method Face to face interview Target Korean and Chinese departing passengers Place Ibaraki airport Socio-demographic characteristics (gender, age, purpose of travel, interest in Japan, number of visits to Japan) Contents Destinations of this trip Visitor satisfaction and the reason lead to satisfaction

Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

5. RESULTS

5.1. Data Characteristics A total of 212 usable respondents were collected. The socio-demographic characteristics by nationality are shown in figure 2. Data of Korean visitors is equally distributed with regard to the socio-demographic characteristics with a slight majority (56%) of female visitors. When the number of visit(s) to Japan altered to “first time visitor” and “repeat visitor” (including second times, third times, fourth times and more) the majority (52%) of the respondents were repeat visitor. Now seven segmentations of age replace by three groups; “younger” (10‟s and 20‟s), “middle age” (30‟s and 40‟s) and “elder” (50‟s, 60‟s, 70‟s and more). While Korean visitors are equally distributed for three groups, the majority (58%) of Chinese visitors are elder visitors. Moreover, Chinese visitors have a feature that most visitors (69%) are the first time visitor.

〔Korean〕 〔Chinese〕 Gender Unknown Unknown Female Male Female Male

Age 70’s Unknown 60’s 10’s 70’s 20’s 50’s 20’s

30’s 40’s 60’s 40’s 30’s 50’s Number of visit(s) to Japan Unknown Unknown 1st time

4th times 4th & more times & more 2nd times 3rd times 1st time (n=110) (n=102) Figure 2 Socio-demographic characteristics by nationality Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

The destinations of respondents allow to mapping the main destinations based on the survey of departing travelers from Ibaraki airport (Figure 3). Korean travelers mainly visited to Nikko, following Tokyo area, Mito, Tokyo Disney Resort. There were also some travelers who entered from Sendai airport and visited to Sendai, Fukushima, Nikko and Mito. A small number of Korean travelers arrived at Shizuoka airport and departed from Ibaraki. On the other hand, most Chinese travelers visited to Mt. Fuji, Hakone, Yokohama and Tokyo area using Ibaraki or Narita international airport. Some Chinese visitors answered that Tokyo Disney Resort was the highlight of their travel.

Airport Korean mainly visited destination Chinese mainly visited destination Sendai Tokyo* Asakusa, Akihabara, Ueno, Sendai Airport Shinjuku, Ikebukuro, Shibuya, Harajuku, Fukushima Nikko Mito Ibaraki Airport Mt. Fuji Tokyo* Hakone Tokyo Disney Resort Yokohama Shizuoka Airport

Figure 3 Main destinations and travel roots by nationality

5.2. Visitor Satisfaction Analysis To find out the factors affecting visitor satisfaction, this section estimate the visitor satisfaction model based on the quantification method 1 by making category data in regression analysis. Independent variable is a degree of visitor satisfaction for each destination from 0-10 score (0-dissatisfied, 10-satisfied). 10 factors defined in this study that represent the tourism attractiveness (see table 3) are applied as a dependent variable. Each factor has three categories (1-dissatisfied, 2-neither satisfied nor dissatisfied and 3-satisfied) and the respondents were requested to specify the reason (factor) why they were satisfied/dissatisfied with the destination they visited (figure4). Then this model was estimated by least squares method (figure 5).

Ex( Tsukuba ) Score (6 /10) Satisfied Dissatisfied Satisfied Dissatisfied Natural Scenic □ □ Food □ □ Traditional Culture □ □ Commodities □ □ Pop Culture □ □ Museums □ □ Urban Landscape □ □ Technology □ □ Hotel □ □ Hospitality □ □

Figure 4 Questionnaire design asking visitor satisfaction Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

Natural scenic, hotel, food and hospitality variable was resulted to be significant. This result shows that visitor satisfaction is strongly affected by food. Moreover, negative evaluation for each variable has strong impact leading a lower satisfaction than that of positive evaluation. However, constant term showed 8.237, this indicates the majority of data consists with positive evaluation for the destinations and it may lead the lower model accuracy (Adjusted R-squared value; 0.3704).

Natural Scenic dissatisfied neither satisfied nor Coefficient (t value) dissatisfied 0.2917 (4.82) satisfied Ryokan/Hotel

0.1524 (2.44) Food

0.4349 (7.64)

Hospitality 0.2931 (4.86) -1.5 -1.0 -0.5 0.0 (Constant: 8.237) Adjusted R-squared: 0.3704 (n=255)

Figure 5 Result of parameter estimation and category score

In order to show an individual evaluating preference, 10-scale score which evaluates the visitor satisfaction is now altered to 0 (dissatisfied) and 1 (satisfied) for each destination. In order to do that, respondents who only evaluated a single destination were excluded from the data set because their evaluation cannot show a preference different between destinations. Next, average satisfaction score is calculated for each response. If a destination‟s score is lower than the average, then it is defined as 0 (dissatisfied). If a destinations‟ score is higher than the average, then it is defined as 1 (satisfied). As independent variable altered to 0-1 scale, the model was estimated by maximum likelihood method solving a binary choice problem. Table 5 shows the estimation results by socio-demographic characteristics (i.e. nationality, gender and number of visit(s) to Japan). Each model estimated a multiple segment in one model simultaneously since it enables us to discuss the features or characteristics of the segments.

All models were estimated in high accuracy as likelihood ratio showed around 0.20. Hit ratio showed around 75%, this result indicated the model‟s effectiveness since original ratio of satisfaction was about 54%. Food was resulted to be a key factor for leading visitor satisfaction for all types of visitor. Among them, Korean, male and first time visitor showed higher value for food parameter than other segments. As for natural scenic, the parameter was higher for Korean, female, middle age and repeat visitor than the others. A visitor‟s preference clearly differed between the first time visitor and the repeat visitor. Traditional culture was positively significant for the repeat visitor, while and hotel was resulted to be significant for the first time visitor. Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

The significant variables were different among the models. 10-scale satisfaction score altered to 0-1 binary score due to analyze the individual‟s preferences with regard to the satisfaction. Therefore, data transformation seems to be the main reason for making a difference to the result. The difference of correlation among the models would support this consideration (table 6). For instance, correlation between satisfaction and hospitality showed 0.220 in original data, that correlation became smaller (0.117) after transforming to the binary data.

Table 5 Satisfaction model estimation by socio-demographic characteristics All sample coef. t value Nationality coef. t value Natural Scenic 1.004 3.25 Natural Scenic_Korean 1.204 3.60 Hotel 0.4294 1.39 Natural Scenic_Chinese 0.9425 1.96 Food 1.034 4.08 Food_Korean 0.9666 3.49 Constant -5.591 -4.83 Food_Chinese 1.340 3.34 Likelihood ratio 0.1669 Constant -5.067 -4.86 Hit ratio (%) 74.4 Likelihood ratio 0.1636 Number of observation 168 Hit ratio (%) 74.4 Number of observation 168

Gender coef. t value Number of visit(s) to Japan coef. t value Natural Scenic_Male 0.9377 2.48 Natural Scenic_First time visitor 1.046 1.87 Natural Scenic_Female 1.128 3.33 Natural Scenic_Repeat visitor 1.551 3.10 Food_Male 1.293 3.63 Traditional Culture_First time visitor -0.9328 -1.44 Food_Female 0.9776 3.43 Traditional Culture_Repeat visitor 1.058 2.55 Constant -4.881 -4.84 Hotel_First time visitor 1.620 2.98 Likelihood ratio 0.1630 Hotel_Repeat visitor -0.401 -0.77 Hit ratio (%) 74.4 Food_First time visitor 1.545 3.40 Number of observation 168 Food_Repeat visitor 0.9463 2.33 Constant -7.357 -4.62 Likelihood ratio 0.2588 Hit ratio (%) 76.4 Number of observation 140

Table 6 Difference of correlation among two models Correlation Quantification method 1 Binary choice Natural Scenic 0.272 0.295 Traditional Culture 0.0616 0.129 Pop Culture -0.00112 0.197 Urban Landscape 0.187 0.0959 Hotel 0.261 0.222 Food 0.382 0.364 Commodities/Souvenirs 0.212 0.182 Museums 0.218 0.111 Science and Technology 0.106 0.0957 Hospitality 0.220 0.117

5.3. Issues for Promoting Inbound Tourism on Rural Destination Natural scenic and food resulted to be the most significant factors for visitor satisfaction that shown in the former section. It would be effective to focus on these issues for promoting inbound tourism on rural destinations by using these results. Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

Table 7 shows the rate of satisfaction and dissatisfaction by attractiveness factors for some destinations. A number of destinations were limited due to the small sample size. Four destinations (i.e. Asakusa, Shinjuku, Nikko and Mito) categorized into two types of destination area which are represented “Urban” and “Rural”.

Table 7 The rate of visitor satisfaction/dissatisfaction by destination categories (%) Urban Asakusa (n=60) Shinjuku (n=65) Natural Scenic Hotel Food Natural Scenic Hotel Food Dissatisfied 6.7 15.0 16.7 10.8 4.6 13.8 Neither satisfied 65.0 58.3 35.0 76.9 58.5 44.6 nor dissatisfied Satisfied 28.3 26.7 48.3 12.3 36.9 41.5

Rural Nikko (n=54) Mito (n=29) Natural Scenic Hotel Food Natural Scenic Hotel Food Dissatisfied 0.0 13.0 25.9 0.0 20.7 41.4 Neither satisfied 16.7 37.0 31.5 10.3 37.9 20.7 nor dissatisfied Satisfied 83.3 50.0 42.6 89.7 41.4 37.9

As for rural destinations, over 80% of visitors satisfied their natural scenic. However, visitors were relatively dissatisfied with food (Nikko; 25.9% and Mito; 41.4%) comparing that of city destinations. Moreover, the rate of dissatisfaction with regard to hotel showed a higher tendency on rural destinations. These results suggested that accommodating or catering services in rural destinations have not been fully equipped compared with the urban destinations.

6. CONCLUSION

This study analyzed the factors affecting visitor satisfaction and discussed the issues for promoting inbound tourism on rural destinations in Japan. The following findings are derived from this study;

1) Natural scenic and food resulted to be the most significant factors for visitor satisfaction. Some specific features were revealed by segmenting the visitors. Korean, male and the first time visitor gave a higher significance for food than other segments. As for natural scenic, the parameter was higher for Korean, female, middle age and repeat visitor than others.

2) Foreign visitors were relatively dissatisfied with food for the rural destinations comparing the dissatisfaction rate of the urban destinations. In addition, the rate of dissatisfaction with regard to hotel showed a higher tendency on rural destinations. One of the reasons for this seems to be a poor variety of menu providing the foreign visitors compared with the city. Proceedings of the Eastern Asia Society for Transportation Studies, Vol.8, 2011

These results could be able to extend to the Asian countries. Since many Asian countries promote inbound tourism as a growing national industry, they will be necessary to attract the foreign visitors not only to the mega cities but also to the rural destinations. The quality of food and accommodation should be improved if rural destinations want to attract foreign visitors. Especially, food was significant by first time visitors compared with the repeat visitors. This result suggested that it is essential for rural destinations not to disappoint a first time visitor by food from the viewpoint of sustainable tourism because first time visitors‟ satisfaction would lead to their repeat visit.

It is obvious that repeat visitor is a key component for promoting inbound tourism. Although this study analyzed some specific preference of repeat visitor, further analysis and consideration should be required, such in finding the characteristics of destinations that travelers visit repeatedly and the reason for revisit there.

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