identifying economic potential of tourism markets using ‘ htm
TRANSCRIPT
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）
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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
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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
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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
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