Hokkaido, a large island located at the northernmost tip of Japan, is widely known for its rich nature and unique culture and is a popular tourist destination. This study aims to clarify how Hokkaido's natural environment and traditional culture influence the tourism industry and shape tourist behavior. The study was conducted using a combination of qualitative and quantitative research methods. First, we conducted a survey of young people who are active in tourism to acquire an insight into the needs and expectations of tourists. Further, we collected tourism-related posts on social media platforms and analyzed the reputation and popularity of tourist spots. This enabled us to collect data on tourist behavior and preferences, providing a different perspective on the Hokkaido tourism experience. Results revealed that interest in natural scenery, Ainu cultural experiences, and local food culture influenced tourists' visiting behavior. Moreover, social media information was an influencing factor in tourism related decision-making. Considering these factors, we proposed a sustainable tourism promotion strategy aiming at the prospective development of Hokkaido's tourism industry. Hokkaido's tourism industry revolves around the harmony between nature and tradition, offering various experiences to tourists. Cooperation between local communities and tourism stakeholders is essential to promote sustainable tourism, and the findings of this study will contribute to the development of prospective tourism strategies.

Authors:
Soji Lee, Tokai University, Japan

About the Presenter(s)
Professor Soji Lee is a University Assistant Professor/Lecturer at Tokai University in Japan

See this presentation on the full schedule – Tuesday Schedule

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