BASIC ANALYSIS OF TOURIST BEHAVIOR CHARACTERISTICS: CASE study of ishikawa prefecture, japan

In 2015, the number of visitors to Ishikawa Prefecture as a whole increased significantly due to factors such as the starting operation of Hokuriku Shinkansen in Kanazawa. The number of tourists continued to increase significantly from the level before the opening of Hokuriku Shinkansen. However, the worldwide spread of the new coronavirus in 2020 dealt a severe blow to the tourism industry in Ishikawa Prefecture, and the number of visitors declined significantly. However, according to a survey conducted by Japan Travel Bureau Foundation, demand for travel is expected to recover after the outbreak of the new coronavirus is under control. Against this background, increasing the number of new and repeat tourists to Ishikawa Prefecture by improving tourist satisfaction is important for the recovery of travel demand after the outbreak of the new coronavirus is under control and for the continuation of the effect of Hokuriku Shinkansen. In order to improve tourist satisfaction, it is necessary to enhance and strengthen secondary transportation. This study aims to improve tourist satisfaction by conducting a questionnaire survey at Kanazawa Station to understand the characteristics of tourist behavior in Ishikawa Prefecture and to apply the results to transportation policy. As a result, most of the respondents visited Ishikawa Prefecture only with overnight stay. In addition, satisfaction with the transportation system in Ishikawa Prefecture is low. In particular, many respondents were dissatisfied with the bus route map. Future work is needed to develop a model of sightseeing behavior in Ishikawa Prefecture that takes into account the touring behavior of each demographic group.