This is the presentation for the 2011 social media and tourism conference in Italy.Problem of filesize,it is very simple version.Some pages are eliminated.

1. 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

2. The new relationship between
Tourists and Places!
Lack of Funds and human resource
✖Unique
✖Interest
Tourists Places ✖Profitabilit
✖Go
✖Service
✖Satisfy
✖Information
Proposal model(in Web2.0)
Persona(ethnography)
Interest Unique
Tourists Places Sustainable
Satisfy
Service and information (Personalized)

3. Agenda
1.Background of the tourism industry in Japan.
2.Proposed approach for increasing tourism ,
using “Persona Services and web”
3.Conclusion

4. 1.Background of the tourism
industry in Japan.

5. The data of travel spending (Japan)
Sales volume(billion dollors) in 2011
150 150
(5.6%) (5.5%) Japanese -
domestic(stay)
600
(21.7%) 1862 Japanese -
(67.1%)
domestic(day
trip)
Japanese -
aboroad(stay)

6. Annual number of tourists（1963-2010）:ITO city
1970 1980 1990 2000
The number of tourists /year

7. 2.Proposed approach
for increasing tourism in Japan,
using “Persona” Web and Services

8. How can we encourage to travel?
Attarction
Motivation
Convenience
（Expectancy theory)
Vroom V.H. (1964)
Everyone is different!
Information
Advertisement
In Web2.0 era
Attraction
Service Design
Current model Proposed new model

9. Ethnography
Friends
Alone couple Family
Nature
History
Food
Hot Spa
Make Friends
Attractions Mass
Drivings
Activities(sports)
Hobby
Data Source : Data of Questionnaire
Used for Analysis, Not enough new services
Data Source：Qualitative Data Individuals
（Observation and in-depth Interviews）
Leads to new Ideas
☛for fading regional tourist spots 9

10. Questioniare Observation In depth Interview
（Ethno） (Ethno）
Concious
Attractive
Subconcious Convenient
Gesture and Action Deeper Phychological motivations
10

11. Propose New Approach
Attractive
Using ethnography
Motivation 「Attractive」↑
「convenience」↑
Convenience
（Expectancy theory)
Vroom V.H. (1964)
Proposed Model＝Expectancy Theory×Ethnography
Information
Advertisement
In Web2.0 era
Attraction
Service Design

12. 3.Conclusion

13. Field test area
Tokyo
Mt Fuji
Kamakura
90minutes
Ito

14. Lake

15. Mountain

16. Beautiful Sunset

17. Art

18. Spa
18

19. Annual number of tourists（1963-2010）:ITO city
1970 1980 1990 2000
The number of tourists /year

20. Fieldwork
Travelers in Often lost
For ✖✖！ Q:Why did
trouble? their ways.
you come
here?
Interview for People in ITO Observation and Interview for tourists
Well-Known UnKnown
Attactive Attractive
convenient convenient
20

21. Group Interview (4 segments)
In depth interview（attraction）
1.Needs for travel？
2．Most satisfining travel experi
Single Women(20-40) Bussiness people 3．How to spend the holiday time
4．Most satisfacted holiday life
5．Most attractive tourists spot.
6.Laddering for the answer
Family Active seniors
21

22. Group Interview
• Relax • Curiousity
• Communication • Self-development
(others) • Intercultural
• Self-development
Women Business
(20-40) person
Active
Family senior
• To make fun • Educational
childeren • history
• convinience • Culture
• Slowly spending
22

23. NEEDS☛「Persona」
Attractive Convenient
・Children likes to ・Boring(for children)
・They are noisy but… ・Amenity(for children)
・Mother is very tired ・Dangerous (to children)
・They can relax and ・Can they play loudly?
Persona
Family persona
Women persona
business persona
Senior persona
Workshop
Workshop with ITO’s people to make new“ service””website” 23

24. 「Tatami」 「Tokaikan(building name)」
「Geisya Girl」 「Landscape」

25. Development New Service!
Service of geisha girl
→Dancing,companion
「Geisha」 × 「Self-development」
Ito (Unknown) Potential Needs (women)
Service of geisha (New)
→Teaching manners
25

26. System of Website(experimental)
ＴＯＰ
Branch of persona Perosna Map Time Cart
Women Business Senior Family
dolphin
Geisya Nature street Attractive
Not wet wear clean free Convenience
26

27. Method of Estimation
Attractive
Attractive
Convenience
convenience
Not enough to go Enough to go
Information
By persona
web
27

28. Conclusion（Attractive）
New services will lead to
a 28% increase in tourists(feel attractive)
11%☛39%
WEB(Q22)
New service 非常に魅力を感じる
Very Attractive
やや魅力を感じる
Attractive
どちらともいえない
Not Attractive
Service
パンフレット(Q6)
あまり魅力を感じない
Not Attractive
（Previously）
11％ 全く魅力を感じない
Boring
0% 20% 40% 60% 80% 100%
28
N=800(Web research)

29. Conclusion
A 21% increase
Effect of Persona Web(including new services)
6%☛27%
（This figure ☛Enough to business sustainability）
非常に行ってみたくなった
Want to go very much
Persona WEB(Q23)
Web
やや行ってみたくなった
Want to go
パンフレット(Q7) どちらともいえない go or no
I can’t decide to
Web（before）
And
６％ あまり行きたいと思わな much
I don’t want to go so
reaflet
６００万人→６７８万人
0% 20% 40% 60% 80% 100% かった
I don’t want to go
29
N=800(Web research)

30. Image
User
NEW Attraction
NEW Conveniense
Ethnography
30

31. Search engine for places using this model

32. Thank you Very much for your attention!

33. Comparison （1997 and 2007）
The number of hotels going out of busineess
the number of hotels in closed down
IIZAKA BEPPU
ISHIWA
ATAMI
YUGAWARA
DOUGO
ITO SHIROSAKI
KINUGAWA AWARA
IZUNAGAOKA YUDANAKA KUSATSU
OKUHIDA ZAOU
GERO
SHIOBARA HAKONE IKAHO
Average(52.5,15,6) the number of hotels in the business