identifying economic potential of tourism markets using ‘ htm

Identifying Economic Potential of Tourism Markets Using ‘Persona’ Web

and Service Design

Yousuke Hidaka, Keio University (Japan)

Tomoyuki Furutani, Keio University (Japan)

Katuhiko Ogawa, Keio University (Japan

The new relationship between Tourists and Places!

Tourists Places

Tourists Places

Persona(ethnography)

Service and information (Personalized)

✖Unique✖Profitability✖Service✖Information

UniqueSustainable

✖Interest✖Go✖Satisfy

InterestSatisfy

Lack of Funds and human resource

Proposal model(in Web2.0)

Agenda

1.Background of the tourism industry in Japan.

2.Proposed approach for increasing tourism ,using “Persona Services and web”

3.Conclusion

1.Background of the tourism industry in Japan.

The data of travel spending (Japan)

Sales volume(billion dollors) in 2011

Japanese -domestic(stay)

Japanese -domestic(day trip)

Japanese -aboroad(stay)

1862(67.1%)

600(21.7%)

150(5.6%)

150(5.5%)

Annual number of tourists（1963-2010）:ITO city

The number of tourists /year

1990 2000 20101970 1980

2.Proposed approachfor increasing tourism in Japan,

using “Persona” Web and Services

Attarction

Convenience

Motivation

How can we encourage to travel?

（Expectancy theory)Vroom V.H. (1964)

Everyone is different!

InformationAdvertisementAttraction

Service Design

In Web2.0 era

Current model Proposed new model

Ethnography

Data Source : Data of Questionnaire

Used for Analysis, Not enough new services

Data Source：Qualitative Data（Observation and in-depth Interviews）

Leads to new Ideas☛for fading regional tourist spots

9

Mass

Individuals

Nature

History Food

Hot Spa

Make Friends

Attractions Drivings

Activities(sports) Hobby

Alone couple FamilyFriends

10

Concious

Subconcious

Questioniare Observation（Ethno）

In depth Interview(Ethno）

Gesture and Action Deeper Phychological motivations

Convenient

Attractive

Attractive

Convenience

Motivation

Propose New Approach

（Expectancy theory)Vroom V.H. (1964)

InformationAdvertisementAttraction

Service Design

In Web2.0 era

Using ethnography「Attractive」↑「convenience」↑

Proposed Model＝Expectancy Theory×Ethnography

3.Conclusion

Field test area

Tokyo

Ito

Kamakura

Mt Fuji

90minutes

Lake

Mountain

Beautiful Sunset

Art

18

Spa

Annual number of tourists（1963-2010）:ITO city

The number of tourists /year

1990 2000 20101970 1980

Fieldwork

20

Observation and Interview for tourists

Q:Why did you come

here?

For ✖✖！

AttactiveWell-Known UnKnown

convenient

Attractive

convenient

Interview for People in ITO

Travelers in trouble?

Often lost their ways.

Group Interview (4 segments)In depth interview（attraction）

21

1.Needs for travel？2．Most satisfining travel experience3．How to spend the holiday time4．Most satisfacted holiday life.5．Most attractive tourists spot.6.Laddering for the answer

Active seniors

Bussiness people

Family

Single Women(20-40)

Group Interview

• Educational

• history

• Culture

• To make fun childeren

• convinience

• Slowly spending

• Curiousity

• Self-development

• Intercultural

• Relax

• Communication (others)

• Self-development

Women

(20-40)

Business person

Active seniorFamily

22

23

NEEDS☛「Persona」

Attractive・Children likes to・They are noisy but…・Mother is very tired・They can relax and

Convenient・Boring(for children)・Amenity(for children)・Dangerous (to children)・Can they play loudly?

Persona

Workshop

Workshop with ITO’s people to make new“service””website”

Family persona

Women persona

business persona

Senior persona

「Tatami」 「Tokaikan(building name)」

「Geisya Girl」 「Landscape」

25

Development New Service!

「Geisha」 × 「Self-development」Ito (Unknown) Potential Needs (women)

Service of geisha girl

→Dancing,companion

Service of geisha (New)

→Teaching manners

ＴＯＰ

Perosna

Women

dolphin

Not wet

Geisya

wear

Nature

clean

street

free

Business Senior Family

Map Time Cart

System of Website(experimental)

Branch of persona

26

Attractive

Convenience

27

Attractive

Convenience

Attractive

Method of Estimation

Not enough to go Enough to go

convenience

InformationBy persona

web

28

0% 20% 40% 60% 80% 100%

パンフレット(Q6)

WEB(Q22) 非常に魅力を感じる

やや魅力を感じる

どちらともいえない

あまり魅力を感じない

全く魅力を感じない

Conclusion（Attractive）

New services will lead toa 28% increase in tourists(feel attractive)

11%☛39%

New service

Service（Previously）

Very Attractive

Attractive

Not Attractive

Boring

Not Attractive

N=800(Web research)

11％

29

６００万人→６７８万人0% 20% 40% 60% 80% 100%

パンフレット(Q7)

WEB(Q23)

非常に行ってみたくなった

やや行ってみたくなった

どちらともいえない

あまり行きたいと思わな

かった

Conclusion

A 21% increaseEffect of Persona Web(including new services)

6%☛27%（This figure ☛Enough to business sustainability）

Persona Web

Web（before）And

reaflet

Want to go very much

Want to go

I don’t want to go so much

I don’t want to go

I can’t decide to go or not

N=800(Web research)

６％

Image

30

NEW

Ethnography

Attraction

User

ConvenienseNEW

Search engine for places using this model

Thank you Very much for your attention!

Comparison （1997 and 2007）The number of hotels going out of busineess

the number of hotels in the business

the number of hotels in closed down

ITO

KUSATSU

HAKONE

BEPPUIIZAKA

ISHIWAATAMI

YUGAWARA

SHIROSAKI

ZAOU

YUDANAKA

SHIOBARA

OKUHIDAGERO

IKAHO

Average(52.5,15,6)

DOUGO

KINUGAWA IZUNAGAOKA

AWARA