Proceedings, APSIPA Annual Summit and Conference 2021

14-17 December 2021, Tokyo, Japan

Measuring Attractiveness of Tourism Resources
by Focusing on Kansei Value Structure:
Possibility of Inviting Visitors Using the Japanese
Heritage “Ako Salt.”
Tomomi HATANO*, Tomomi TAKEZAWA*, Masashi SUGIMOTO*, Kuangzhe XU *, Takashi MORIKAWA*,
Yasuhiro AZUMA*, Kazuo SHIBUTA*, Noriko NAGATA*
Kwansei Gakuin University, Hyogo, Japan
E-mail: hatano@kwansei.ac.jp, takezawa@tomomis.com, {sugimoto.masashi, kyoutetsu.jo, taka.morikawa}@kwansei.ac.jp,
azuma@isidsea.com, {shibuta, nagata}@kwansei.ac.jp Tel: +81-79-565-7874*

Abstract— In this study, we measured and categorized thetourism motivations of foreigners who wish to visit Japan toattract inbound visitors and illustrate that the willingness toexperience tourism resources differs depending on the type of
tourism motivation. We first collected domestic andinternational scales related to tourism motivations and analyzed
the results of rating the importance of each item to create a new
tourism motivation scale consisting of comprehensive andrepresentative items. Using this scale, an online questionnaire
was administered to 1157 people living in eight countries andregions (the United States, the United Kingdom, France,
Germany, Italy, China, Taiwan, and Hong Kong), and six factors
were extracted. As a result of cluster analysis based on the scoresof these six factors, we found that the participants could beclassified into eight tourism motivation types and that theevaluation of local tourism resources differed depending on the
tourism motivation type.

I.

developed their own tourism motivation scales [2], [5]-[10].
Because these scales were developed according to individual
theories and research objectives, they have biases anddeficiencies. Therefore, we sought to create a new tourism
motivation scale that has fewer problems by comprehensively
integrating and reconstructing several existing scales.
Although tourism motivations can be measured, it isdifficult to satisfy them individually, so it is important toclassify participants’ motivation types based on themeasurement results. Classification based on sensitivity
information, such as individual preferences and emotions, isuseful for intuitively overlooking individual differences [11].
In this study, we classify tourists not by demographic
attributes such as country, age, and gender, but by their
tourism motives. This allows us to understand the moregeneral tourism motives. To conduct such a classification, it isnecessary to recruit participants from many countries andregions.
If the method of measuring tourism motivations andsuggesting stories accordingly is useful, we expect that themethod will be able to enhance the attractiveness of the regionand strengthen individuals’ desire to visit it, even in tourist
areas with few resources.

INTRODUCTION

Now that the number of foreign tourists visiting Japan has
plummeted due to the COVID-19 epidemic, tourist
destinations, especially in rural areas, need practical andeffective ways to attract them back. Although each tourist
destination has made various efforts in the past, it is difficult
to provide tourist resources that match the demands of foreign
tourists, and even if there are attractive resources, they might
not be fully utilized [1]. In addition, although it is empiricallyknown that sensory aspects such as emotions and impressionsof the region brought about by local experiences enhance theregion’s attractiveness, it is difficult to objectively capture
what stimulates tourists’ senses.
The “psychological factors that motivate people to gosightseeing”[2] are collectively called tourism motivations,but the measurement methods are not unified. For example,
previous studies have classified tourism motivations into pushfactors and pull factors and adopted a model in which theformer determines whether to go on a trip and the latter
determines where to go, but the interaction between the two
cannot be ignored [3]. For this reason, researchers have

978-988-14768-9-0/21/$31.00 ©2021 APSIPAII.

METHODA.

Tourism Motivation Scale
A preliminary survey was conducted to develop a tourism
motivation scale. First, a total of 186 items related to tourism
motivations were collected from domestic and international
studies[2],[7]-[11] that involved different participants andregions. Of these, 160 items were obtained by excluding
complete duplicates. The participants of the preliminary
survey were 50 Japanese individuals (24 males and 26
females; mean age 38.9 years) with different occupations andinterests, as well as different tourism motivations. Participants
were asked to think of a trip they would take and to rate the373

APSIPA-ASC 2021

Proceedings, APSIPA Annual Summit and Conference 2021

14-17 December 2021, Tokyo, Japan

Table1. Tourism Motivation Scale and Results of Factor Analysis.
Tourism Purposes
I want to go shopping.
I want to enjoy pop culture and modern trends.
I want to speak with fellow travellers.
I want to go to an advanced region.
I want to see famous tourist spots.
I want to make memories with my fellow travellers.
I want to enjoy my stay at my hotel accommodations.
I want to enjoy my favorite sports and outdoor activities.
I want to be able to boast to friends and acquaintances.
I want to taste food and drink unique to the location.
I want to enjoy the history and traditional culture of the location.
I want to experience new things in an unknown environment.
I want to enjoy the look and feel of the local streets and townscapes.
I want a change of scenery to help me refresh.
I want to sate my curiosity.
I want a break from routine life.
I want to enjoy living daily life like a local.
I want to experience unexpected and surprising things.
I want to do something exciting.
I want to wander with no real destination in mind.
I want to learn something.
I want to meet new people.
I want to take it as a chance to change my values and outlook on life.
I want to challenge myself with something new.
I want to build relationships in my destination, and come back in future.
I want to experience the location's traditional performing arts (music, theater, dance).

I want to enjoy entertainment (musicals, concerts, shows, etc…).
I want to enjoy art (galleries, architecture, etc…).
I want to take part in local festivals and events.
I want to enjoy nature.
I want to enjoy scenery in the countryside, away from cities.
I want to enjoy seasonal attractions.
I just want to relax and take it easy.

F1. City

.79
.54
.53
.44
.44
.43
.42
.34
.34
.12
-.10
-.13
.00
-.02
-.02
.02
.12
.03
.09
.20
-.19
.06
-.03
-.07
.17
-.01
.18
.07
.13
-.15
-.08
.17
.33

importance of 160 items on a 7-point scale. As a result ofcluster analysis (ward method) of the rating values, 24
clusters were obtained, and the 24 items with the highest
importance scores were selected from each cluster. The above
procedure was used to select items that were impartial,
inclusive, and representative. Based on this, experts fromtravel agencies discussed the results and supplemented themissing items to form a 33-item tourism motivation scale(Table 1).

F2. Local

F3. Stimulus

F4. Encounter

F5. Sprituality

F6. Nature

-.13
.08
-.06
.06
.23
.21
.10
-.27
-.13
.64
.63
.63
.46
.46
.42
.42
.21
-.06
-.02
-.03
.11
.12
.07
.03
-.07
.06
-.11
.12
.25
.02
-.12
.02
.24

.01
.15
.01
.18
-.07
.03
.09
-.12
.19
-.12
.01
.05
.13
-.15
.37
.03
.08
.77
.71
.52
.31
-.02
.13
.20
.12
-.12
-.09
.11
-.11
.07
.08
.08
-.22

-.06
-.01
.17
.01
-.18
.02
.03
.30
.32
-.08
-.04
.21
-.18
.19
.02
.20
.16
.06
-.01
.14
.17
.63
.59
.55
.51
.14
.27
-.11
.23
-.10
.10
-.10
-.02

.00
.11
.06
.00
.21
.01
-.13
.17
-.05
.03
.22
-.02
.18
-.21
.04
-.15
.08
-.04
-.05
-.18
.29
.11
.02
.04
.13
.71
.55
.50
.38
.13
.09
.12
-.19

-.07
-.14
-.06
.05
.07
-.07
.08
.22
-.04
-.05
-.08
-.09
.17
.32
-.09
.17
.07
-.01
.10
.02
.07
-.10
.04
.06
-.05
.07
.01
.13
-.07
.76
.67
.51
.33

B.

Stories
We created seven stories with the JAPAN HERITAGE“Banshu Ako, the largest salt production site in Japan” (Table
2). All of these stories focused on salt and combined multiple

Table2. Stories and Themes
Abbreviation

Story Theme

A: Cuisine

Savour Minimal Cuisine Seasoned with Salt from Ako

B: Salt Making Learn the Secrets of Coexisting with Nature on a Salt
Making Experience
C: Sprituality

Learn about Japanese Religious Culture and Spirituality
through the Salt of Ako

D: Bushido

Learn about Bushido, the Samurai Code of Honour, in
Ako

E: Inland Sea

Enjoy Japan's Largest Inland Sea, from which Ako Salt
is Produced

F: Strolling

Stroll Through a Town Where the Ingenuity Born fromthe Salt Making Industry is Still Very Much Alive

G: Chef

Visit a Local Producer with a Chef and Enjoy Seasonal
Ingredients Seasoned with Ako Salt

Figure1. An Example of Story Introduction374

Proceedings, APSIPA Annual Summit and Conference 2021

14-17 December 2021, Tokyo, Japan

tourism resources in Ako City. The overarching theme of eachstory was introduced in combination with specific examples
of stops so that readers could imagine what kind ofexperiences they could have in Ako City. For example, in thecase of “A: Cuisine,” the theme was “Savour Minimal Cuisine
Seasoned with Salt from Ako,” and documents andphotographs introducing salt-making experiences and dishes
using salt were presented (Figure 1).

As a result of cluster analysis (ward method) of the scoresof these six factors, the participants were classified into eight
different types of tourism motivations. Figure 2 shows themean scores of the items included in each factor by tourism
motivation type (8). A two-way ANOVA of tourism
motivation type (8) × factor (6) was applied to eachparticipant’s score. As a result, the main effects and theinteraction were found, F(7, 1149) = 1030.2, p < .01; F(5,5745) = 374.8, p < .01; F(35, 5745) = 62.2, p < .01. The
results of multiple comparisons using the Holm method
showed that there were significant differences in the scores ofeach type of tourism motivation (p < .05). In addition, meanscores were obtained for each tourism motivation type (8) ×
item (33), and item z-values were calculated based on themean and standard deviation of all items for each tourism
motivation type (8). Table 3 provides a list of the z-values foreach tourism motivation type. For example, in the T1 type,the z-value of “I want to go shopping” among the items in F1.
City was -1.9, indicating that shopping was rated relatively
low. Based on the z-values and the scores that showedsignificant differences, each type was interpreted as follows.
In the following, the factor name is added to the z-value, suchas “-1.9; F1. City.”C.

Participants
One hundred and fifty-seven participants from eight
countries and regions residing in their own countries
participated. They were hoping to visit Japan. The breakdownof participants was as follows: 161 from the United States (81males, 80 females; mean age 44.8 years), 160 from the United
Kingdom (81 males, 79 females; mean age 43.5 years), 100from France (52 males, 48 females; mean age 37.8 years), 127
from Germany (67 males, 60 females; mean age 41.3 years),
134 from Italy (69 males, 65 females; mean age 40.3 years),
171 from China (89 males, 82 females; mean age 35.5 years),
154 from Taiwan (71 males, 83 females; mean age 44.8 years),and 150 from Hong Kong (77 males, 73 females; mean age
44.3 years).

Procedure
The survey was online. The participants were recruited on
Amazon Mechanical Turk by country/region (8) x gender (2)x age (20s, 30s, 40s, 50s, 60s and above) and directed to a
Google Forms questionnaire corresponding to each condition.
In China, Taiwan, and Hong Kong, Amazon Mechanical Turk
was not able to obtain applications from participants. Hence,
we recruited participants with the cooperation of a local
research company. In this case, the participants were screenedin advance, and the responses of participants who met thecriteria were accepted on the web page of the survey company.
First, the participants rated the importance of each item of
the tourism motivation scale (Table 1) on a 7-point scale fromnot at all important (1) to very important (7). Next, they wereasked to indicate their willingness to visit Ako City on a 7point scale from “not at all (1)” to “very much (7)” as a presurvey. After that, they viewed the panels introducing theseven stories (Figure 1) in turn and graded each story. At thistime, they responded with their willingness for experiencing
each story, as well as impressions and emotion words. Finally,
as a post-survey, they were asked again to provide their
willingness to visit Ako City. All the questionnaires,
including the tourism motivation scale and the stories, weretranslated into the languages of the countries and regions
concerned.
III.

T2. Solo type: n=284: n=284

T1. Greedy Type: n=125

D.

F1. City
7

F1. City
7

F6. Nature

4

F2. Local

F6. Nature

F5. Sprituality

F3. Stimulus

F5. Sprituality

T3. Rest type: n=129

F1. City
7

F2. Local

F6. Nature

F3. Stimulus

F5. Sprituality

T5. Nature type: n=89

F1. City
7

F2. Local

F6. Nature

F3. Stimulus

F5. Sprituality

T7. Group tour type: n=130

4

F1. City
7
F2. Local

F6. Nature

1

A.

Type Classification
Six factors were extracted based on the factor analysis of
the tourism motivation scale (table 1).

F5. Sprituality

4

F5. Sprituality

F3. Stimulus
F4. Encounter

Figure2. Eight Types of Tourism Motivations

375

F2. Local

1
F3. Stimulus

F4. Encounter

F3. Stimulus

T8. Spontaneous type: n=40

F1. City
7
F6. Nature

F2. Local

F4. Encounter

F4. Encounter

RESULTS AND DISCUSSION

41

1
F5. Sprituality

F3. Stimulus

T6. Family type: n=201

F1. City
7
4

F2. Local

F4. Encounter

F4. Encounter

F6. Nature

41

1
F5. Sprituality

F3. Stimulus

T4. Regional type: n=159

F1. City
7
4

F2. Local

F4. Encounter

F4. Encounter

F6. Nature

4
11

Proceedings, APSIPA Annual Summit and Conference 2021

14-17 December 2021, Tokyo, Japan

Table3. z-Values for each Tourism Motivation TypeTourism Purposes
I want to go shopping.
I want to enjoy pop culture and modern trends.
I want to speak with fellow travellers.
I want to go to an advanced region.
F1. City
I want to see famous tourist spots.
I want to make memories with my fellow travellers.
I want to enjoy my stay at my hotel accommodations.
I want to enjoy my favorite sports and outdoor activities.
I want to be able to boast to friends and acquaintances.
I want to taste food and drink unique to the location.
I want to enjoy the history and traditional culture of the location.
I want to experience new things in an unknown environment.
I want to enjoy the look and feel of the local streets and townscapes.
F2. Local
I want a change of scenery to help me refresh.
I want to sate my curiosity.
I want a break from routine life.
I want to enjoy living daily life like a local.
I want to experience unexpected and surprising things.
I want to do something exciting.
F3. Stimulus
I want to wander with no real destination in mind.
I want to learn something.
I want to meet new people.
I want to take it as a chance to change my values and outlook on life.
F4. Encounter
I want to challenge myself with something new.
I want to build relationships in my destination, and come back in future.
I want to experience the location's traditional performing arts (music, theater, dance).

I want to enjoy entertainment (musicals, concerts, shows, etc…).
I want to enjoy art (galleries, architecture, etc…).
I want to take part in local festivals and events.
I want to enjoy nature.
I want to enjoy scenery in the countryside, away from cities.
I want to enjoy seasonal attractions.
I just want to relax and take it easy.

The scores of the first type (T1) were significantly higher
than those of the other types in all of the following categories:
F1. City, F2. Local, F3. Stimulus, F4. Encounter, F5. Culture,and F6. Nature. There were no significant differences between
the scores for F1. City, F2. Local, F3. Stimulation, F4.
Encounter, F5. Culture, and F6. Nature. Because this type canbe interpreted as having high motivation for everything, we
named it T1. Greedy type.
The scores of the second type (T2) were overall the second
highest after T1. Greedy type; however, F1. City received thelowest score among the six factors. In particular, the scoresfor “I want to show off to my friends and acquaintances (-2.6;
F1. City)” and “I want to talk with my companion (-1.6; F1.
City)” were low. This suggests that individuals of this typeprefer to act independently. Therefore, we named this type T2.
Solo type.
The scores of the third type (T3) were high for F2. Local
and F6. Nature, although they were low for F3. Stimulus,
followed by F1. City and F4. Encounter. In particular, thescores for “I want a change of scenery to help me refresh (1.3;F2. Local)” and “I just want to relax and take it easy (1.3; F6.
Nature)” were high. This could be interpreted as a desire forrest. In addition, the scores for “I want to experience
unexpected and surprising things (-2.4; F3. Stimulus)” and “I
want to wander with no real destination in mind (-1.9; F3.
Stimulus)” were low. This could be interpreted as a desire to

F5. Sprituality

T1

T3

T4

T5

T6

T7

T8

0.4 -0.9 -0.2 -0.5 -0.9 -0.2 -0.2 -0.3

-1.1 -1.6 -0.8 -1.1 -1.1 -0.4 -0.5 -0.8

-0.4 -1.1 -0.5 -0.5 -0.5 -0.7 -0.1 -0.1
1.7

0.7

0.4

0.4

-1.0 -0.9 -0.1 -0.6

0.1

0.2 -0.1

0.9

0.4

0.0 -0.1

1.1

1.0

0.7

1.0 0.5

0.4 0.3
0.3 -0.1-2.3 -1.7 -0.6 -2.2 -1.4 -1.5 -0.6 -1.4

-1.6 -2.6 -1.9 -2.0 -1.4 -2.1 -1.9 -1.3
0.2

0.7

0.6

0.7

0.6

0.2

0.9

1.5

1.3

1.0

1.3

1.1

0.9

0.7

1.5

1.2

1.1

1.2

1.4

0.3

1.8

1.5

1.3

1.7

0.5

1.2

1.3

1.2

1.0

1.3

1.3

0.9

2.0

1.5

1.8

0.7

1.3

1.6

1.0 1.4

1.3 1.3

1.4 1.0

0.6 1.8

0.6

1.0-0.1 -0.7 -2.4

0.6

0.4 -0.9 -1.5 -0.4

0.2

0.7

1.6 2.1

1.2 2.1

0.8-1.6 -0.2

0.3 -0.1 -0.5

0.8 0.8

0.2 0.4

0.2

0.0 -1.6

0.8

0.6 -0.4 -0.9 -0.3

0.9

0.6 -0.6

0.9

0.3

0.6

0.2 -0.6-2.1 -0.7 -1.9 -0.2
0.3 -0.2 -0.3

0.1 -1.0 -1.2 0.0

0.3 -0.6

0.6 -0.5 0.4

0.1 -1.1 -1.4

0.6 -0.3 -0.4 -1.2 -1.2

0.4 -0.2 -0.5 -0.1 -0.4 -0.4 -1.1 -0.7

-0.5 -0.4 -1.0 -0.4 -1.1 -0.6 -1.7 -1.7
0.7

0.0

0.4

0.3 -1.6 -0.9 -0.3 -0.7

-0.8 -0.6 -0.1 -0.5 -2.0 -1.1 -0.9 -1.1

-0.3

0.8

1.0

F6. Nature

T2-1.9 -1.5 -0.6 -1.8 -1.3 -0.8 -0.3 -0.4

0.6

1.1

0.7

0.3

0.1

1.6

0.6

0.8

0.7

0.3

0.5

0.1 -0.9 -0.6 -0.1 -0.3

0.6 -0.9 -0.3 -0.1 0.0

1.2 -0.3

0.3 -0.9

0.7 -0.9

1.3 -1.4

1.7

0.5

1.0 -1.1

0.7 -0.2
1.2

0.4

1.4 0.1

0.8 -0.5

0.7 -0.6

1.6 1.0

proceed as planned. For these reasons, we named this type T3.
Rest type.
The scores of the fourth type (T4) were high for F2. Local
and low for F1. City and F6. Nature. The scores for “I justwant to relax and take it easy (-1.3; F6. Nature)” and “I want
to go shopping (-1.8; F1. City)” were low. On the other hand,the scores for “I want a change of scenery to help me refresh(1.3; F2. Local)” and “I just want to relax and take it easy
(1.3; F6. Nature)” were high. For these reasons, we named
this type T4. Community Experience type.
Scores of the fifth type (T5) were high for F2. Local and F6.
Nature, followed by F3. Stimulus. On the other hand, thescore for F5. Culture was low, followed by F1. City and F4.
Encounter. The scores for “I want to enjoy nature (1.7; F6.
Nature),” “I want to enjoy scenery in the countryside, awayfrom cities (1.0; F6. Nature),” and items related to local food,culture, and street were high (1.0-1.3; F2. Local), whereas
scores for traditional performing arts (-1.6; F5. Culture) andentertainment (-2.0; F5. Culture) were very low. This could beinterpreted to mean that they seek natural scenery and local
climate more than human creations. Based on these facts, we
named this type T5. Natural type, referring to the previous
study [5].
The scores of the sixth type (T6) were lower overall,although higher for F2. Local, and lower for F6. Nature andthe F5. Culture when the six factors were compared. In

376

Proceedings, APSIPA Annual Summit and Conference 2021

14-17 December 2021, Tokyo, Japan

Table4. Percentage of Tourism Motivation Type by Country
T1. Greedy

United States
United Kingdom

26.1% △
12.5% －

T2. Solo

26.1% －
31.3% △

T3. Rest

5.6% ▼
3.1% ▼

T4. Regional

18.6% －
16.3% －

T5. Nature

1.9% ▼
15.6% △

T6. Family

17.4% －
11.3% ▼

T7. Group tourT8. Spontaneous

3.1% ▼
6.9% －

1.2% －
3.1% －

4.0% －

France20.0% △

28.0% －

7.0% －

15.0% －

12.0% －

7.0% ▼

7.0% －

Germany

4.7% ▼

18.9% －

2.4% ▼

10.2% －

30.7% △

5.5% ▼

6.3% －

Italy

13.4% －

32.1% △

21.3% △

3.0% ▼

19.4% －

6.0% －

17.9% －

4.5% ▼

3.7% －

21.6% △

7.6% ▼

9.4% －

14.0% －

4.5% ▼

2.6% ▼

16.9% －

10.0% ▼

5.3% －

23.3% △

China

3.5% ▼

19.9% －

Taiwan

2.6% ▼

27.3% －

Hong Kong

6.0% ▼

14.0% ▼

24.0% △
18.0% △

addition to local food and culture (1.5 to 2.0; F2. Local),scores for “I want to experience new things in an unknown
environment (1.8; F2. Local)” were high, whereas scores for“I want to make memories with my fellow travellers (1.0; F1.
City)” and “I want to enjoy my stay at my hotel
accommodations (0.7; F1. City)” were relatively high. This
type was named T6. Family type because such individuals
were not positive about activities but enjoyed staying in
unusual environments and with their companions.
The scores of the seventh type (T7) were high for F2. Local
and F6. Nature, followed by F1. City and F5. Culture;meanwhile, they were low for F4. Encounter, followed by F3.
Stimulus. This could be interpreted as having a broad interestin the local food, culture, nature, urban tourism, and culture
but not seeking local interaction and any unforeseen
circumstances. Therefore, we named this type T7. Tour type,because it is thought that such individuals prefer to travel
widely and shallowly in a predetermined course, such as aschool trip or a bus tour.
The scores of the eighth type (T8) were generally very low,
and only the score for F2. Local was over the midpoint of 4
(Neither). When the six factors were compared, the scores
were high for F2. Local and low for F4. Encounter. Local
food and culture (all 2.1; F2. Local) and “I want to sate mycuriosity (1.8; F2. Local)” received high scores, whereas “Iwant to build relationships in my destination, and come backin the future (-1.7; F4. Encounter)” received the lowest scores.
According to these scores, it could be interpreted that whatsuch individuals seek in the local area is food and culture tosatisfy their curiosity, and they do not think about exchangeor revisiting. For this reason, we named this type T8.
Whimsical type.

19.9% △

19.5% △

20.0% △

4.1% －
2.6% －
3.3% －

for a large proportion of the total, and in the United Kingdom
and Italy, the T2. Solo type accounted for a large proportionof the total (all p < .05; the same hereinafter). In addition tothis, T5. Natural type accounted for a large proportion in the
United Kingdom. However, among the Western countries,
Germany had relatively low scores on the tourism motivation
scale, and T4. Community Experience type and T6. Family
type accounted for a large proportion.
Eastern countries, on the other hand, tended not to seek out
stimulation and encounters. For example, in China, Taiwan,
and Hong Kong, the proportions of T3. Rest type and T7.
Tour type were large, and the proportions of T1. Greedy type
and T4. Community Experience type were small. In addition
to this, in Hong Kong, the proportion of the T6. Family type
was large. Although it was pointed out that these differences
between Western and Eastern countries originate from
cultural differences,[12] it could be seen that different
countries/regions have different characteristics even in thesame cultural sphere.
As a result, when attracting inbound visitors, it is necessary
to keep in mind that the types of tourism motivation differ
between Western and Eastern countries and to consider thefact that each country/region has its own distinctive
preferences, as in the case of the United Kingdom andGermany.
B.

Willingness to Visit
Figure 3 shows a comparison of the willingness to visit
Ako City before and after reading the stories. In general, thescore of willingness to visit after reading the story was higher
than before reading the story. In addition, willingness to visit
differed by tourism motivation type.
To verify this, a two-way ANOVA of tourism motivation
type (8) × before and after (2) was applied. As a result, main

A.

International Comparison
As a result of analyzing the proportions of the eight typesof tourism motives by country and region, differences
between Western and Eastern countries and country-specificcharacteristics were found. Table 4 shows the percentage of
tourism motive types by country and region. The results of theχ-square test were indicated with △ when the percentages
were significantly high and ▼ when the percentages were low(p < .05).
First, Western countries as a whole scored high on the
tourism motivation scale, indicating that they are active. In
the United States and France, the T1. Greedy type accounted

T1. Greedy TypeT2. Solo type
T3. Rest type
T4. Regional type
T5. Nature type
T6. Family type
T7. Group tour type

BeforeAfter ＊

T8. Spontaneous type1

4

Figure3. Differences in Willingness to Visit

377

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Proceedings, APSIPA Annual Summit and Conference 2021
T1. Greedy Type

14-17 December 2021, Tokyo, Japan

T2. Solo type

T3. Rest type

A: Cuisine

A: Cuisine

A: Cuisine

A: Cuisine

B: Salt Making

B: Salt Making

B: Salt Making

B: Salt Making

C: Sprituality

C: Sprituality

C: Sprituality

C: Sprituality

D: Bushido

D: Bushido

D: Bushido

D: Bushido

E: Inland Sea

E: Inland Sea

E: Inland Sea

E: Inland Sea

F: Strolling

F: Strolling

F: Strolling

F: Strolling

G: Chef

G: Chef

G: Chef

1

4

7

T5. Nature type

1

4

7

T6. Family type

T4. Regional type

G: Chef

1

4

1

7

A: Cuisine

A: Cuisine

A: Cuisine

A: Cuisine

B: Salt Making

B: Salt Making

B: Salt Making

B: Salt Making

C: Sprituality

C: Sprituality

C: Sprituality

C: Sprituality

D: Bushido

D: Bushido

D: Bushido

D: Bushido

E: Inland Sea

E: Inland Sea

E: Inland Sea

E: Inland Sea

F: Strolling

F: Strolling

F: Strolling

F: Strolling

G: Chef

G: Chef

G: Chef

1

4

7

1

4

7

4

7

4

7

T8. Spontaneous type

T7. Group tour type

G: Chef

1

4

7

1

Figure4. Willingness to Experience the Story by Tourism Motivation typeeffects of touri sm motivation type and before and after were
found, F(7, 1149) = 49.2, p < .01; F(1, 1149) = 11. 0, p < .01.
The main effect of before and after means that the willingness
to visit Ako City significantly increased after reading thestory, suggesting that exposure to the story increased
participants’ interest in the region. However, the effect size
was small (η2 = 0.01). Since the participants originally wanted
to go to Japan, the effect of the story might have been small.
The results of multiple comparisons using the Holmmethod showed that the willingness to visit was higher in theT1. Greedy type, followed by T2. Solo type, T3. Rest type, T4.
Community Experience type, T5. Natural type, T6. Family
type, T7. Tour type, and T8. Whimsical type (p < .05). Thissuggests that individuals who seek a variety of tourism
contents are more willing to visit.

regional, or cultural differences. For example, because
individuals are generally highly willing to experience A:
Cuisine and E: Inland Sea, it could be said that these can be
actively suggested to all types. On the other hand, D: Bushido
is a story that should be suggested after determining the type,because the willingness to experience it is low in T2. Solotype, T3. Rest type, and T7. Tour type but high in T4.
Community Experience type and T5, Natural type. The
difference between the three types with low willingness toexperience and the two types with high willingness toexperience is the F3: Stimulus score (Figure 2), and inparticular, their evaluation of unexpected events is divided(Table 3). Reducing the stimulus might make the story more
appealing to these types of people. These results suggest thatby focusing on the differences and commonalities among
tourism motivation types, local attractions using tourism
resources can be created quantitatively and scientificallyrather than through experience.

C.

Willingness to Experience
The mean values of the willingness to experience the story
for each tourism motivation type are shown in Figure 4. The
figure shows that there were differences in willingness toexperience depending on the type of tourism motivation.
To verify this, a two-way ANOVA of tourism motivation
type (8) × story (7) was applied. As a result, main effects of
tourism motivation type and story, as well as their interaction,
were found, F(7, 1149) = 75.0, p < .01; F(6, 6894) = 20.6, p< .01; F(42, 6894) = 2.23, p < .01. Simple main effects of
tourism motivation type at A: Cuisine, B: Salt Making, C:
Spirituality, D: Bushido, E: Inland Sea, F: Strolling and G:
Sheff were significant (p < .01). Simple main effects of story
at T2. Solo type, T3. Rest type, T4. Community Experience
type, T5. Natural type, T7. Tour type, and T8. Whimsical typewere also significant (p < .01).
In addition, multiple comparisons using the Holm method
showed significant differences in the willingness toexperience the story for each type of tourism motivation. To
see the details, Figure 4 shows stories that scored higher thanthe other stories for each tourism motivation type in color,stories that scored lower in black, and stories that were notsignificantly different from the other stories in gray (p < .05).
These results indicate the usefulness of suggesting stories
according to tourism motivation types, rather than national,

IV. CONCLUSIONSIn this study, we first identified the tourism motivations offoreigners who wish to visit Japan. We created a new tourism
motivation scale based on a number of scales to avoid bias in
the scale. Furthermore, by inviting participants from eight
different countries and regions, we were able to capture awide range of demand from foreign tourists wishing to visit
Japan. As a result, we were able to divide the participants into
eight types, each with its own characteristics.
In addition, this study showed that the willingness toexperience each story differed according to tourism
motivation type. While the distribution of tourism motivation
types was broadly different between the West and the East,
there were also national and regional characteristics. However,
the eight tourism motivation types were present in all
countries and regions. This suggests that the demand of
foreign tourists should be understood based on their tourism
motivation type, not on the country or region in which theylive.
The study also indicates that it would be useful to provide a
combination of local tourism resources according to tourism

378

Proceedings, APSIPA Annual Summit and Conference 2021

14-17 December 2021, Tokyo, Japan
type estimation model: an efficient user type classification
model using decision treeanalysis,” in Japanese with English
summary, Transactions of Japan Society of Kansei Engineering,
vol. 19, no. 3, pp. 275-279, July 2020.
[12] C. Kim, and S. Lee, “Understanding the cultural differences in
tourist motivation between Anglo-American and Japanese
tourists,” Journal of Travel & Tourism Marketing, vol.9, no.1-2,
pp.153-170, July 2000.

motivations. The willingness to visit increased after
evaluating the stories for all types except for the T1. Greedy
type, whose willingness to visit was high to begin with.
Further verification is needed to elucidate the process ofimproving the willingness to visit. It is worth noting, however,that at least simply being exposed to the stories and thinking
about whether or not one wants to experience them could
improve one’s impression of the region. This study will serve
as a basis for exploring practical and effective ways toencourage people to visit the region.
V.

ACKNOWLEDGMENT

This work was supported by JST COI (Grant No.
JPMJCE1314).
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