Abstract
One of the most important issues in the current tourism in Japan is to identify the ways to build attractive cities and/or towns and to provide satisfying experience of tourism products. It is therefore necessary to understand the kind of needs and wants potential tourists can obtain from their touring experience. Particularly effective for this purpose is an Area Marketing and Management Approach (AMMA). This paper introduces a basic framework of the AMMA and proposes a practical procedure for quantitatively measuring the effect of accessibility improvement on tourist travel demand and activity patterns. It discusses a practical method for measuring accessibility improvement effect, focusing on the increase of the number of visitors to the tourism areas where the level of service in accessing transport facilities is planned to be improved. Also added in the paper is an empirical case study with a tourism area in Japan.
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