A STUDY ON FOREIGN TOURISTS' BEHAVIOR AND CONSUMER SATISFACTION IN KAMAKURA

Abstract

Recently in Japan, it is crucial to increase inbound tourists. From a view point of tourism marketing, this study aims to analyze relationship between foreign tourists' consumer satisfaction, importance of information gathering and tourists' behavior. First of all, foreign tourists' survey on behaviors and attitudes are conducted in Kamakura, where is a popular sightseeing area in Japan. Secondary, the degrees of tourists' satisfaction are cross-aggregated by Asian and non-Asian and by tourists' Japanese skills. Finally, the LISREL models are estimated in order to explain relationship between tourists' satisfaction and consumer value related to behaviors quantitatively. As a result, it is indicated that average degrees of satisfaction for Asian tourists are relatively lower than those for non-Asian. Especially, degree of satisfaction for signs is low both for Asian and non-Asian. The model estimation results show that to improve service and comprehensibility of signs is necessary to increase foreign tourists' satisfaction.