著者

Kayoko H. Murakami Atsuko K. Yamazaki Rui Takahashi Kenichi Kowata Jingge Ding Muhammad N. A. B. M. Anuardi Kenichiro Yoshikawa Katsutoshi Waki

出版者

International Society for Tourism Research

雑誌

Journal of Global Tourism Research (ISSN:21899274)

巻号頁・発行日

vol.6, no.1, pp.45-54, 2021 (Released:2021-05-15)

参考文献数

20

被引用文献数

1

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As the outbreak of the novel coronavirus disease caused great damage on inbound tourism in Japan, developing an effective promotion way to revitalize the inbound tourism is an important issue. Since many inbound tourists to Japan have expected healing and relaxing for their travels, motivating prospective tourists who look for these comforts is a key to increase the number of inbound tourists for the future. In this study, the authors conducted an experiment to examine whether photos (still image) or videos (moving image) of scenery are more effective to stimulate tourist’s interests to visit Japan with an approach utilizing neuromarketing. In the experiment we recorded the brain activity of subjects, which is monitored as the amount of cerebral blood flow change by using near-infrared spectroscopy (NIRS) and obtained their impression evaluation for each scenery image by using Semantic Differential (SD) method. The result of the experiment showed that the amount of cerebral blood flow change for both still images and moving images was similar. Moreover, the result of SD measurement for both still and moving images was also similar. Additionally, it illustrated that the mean values of SD adjectives related to healing were higher than other adjectives. These results suggest that the effectiveness of using photos or videos of scenery for promoting tourism on SNS or website does not have a big difference. In addition, the photos or videos which often give relaxing feelings can be effective to motivate prospective tourists who seek a relaxing time in Japan.

著者

Muhammad N. A. M. Anuardi Kayoko H. Murakami Atsuko K. Yamazaki Eitaro Watanabe

出版者

International Society for Tourism Research

雑誌

Journal of Global Tourism Research (ISSN:21899274)

巻号頁・発行日

vol.6, no.2, pp.143-149, 2021 (Released:2021-11-30)

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As an alternative to live tourism, the pandemic crisis has given rise to virtual tourism. Virtual tourism content can vary from viewing scenery in still images (photo), moving images (video), or in 3D, to experiencing virtual reality travel. This study investigated Japanese and foreign tourist perceptions of Japanese photo and video sceneries. A questionnaire focused on five different scenery categories (traditional, floral, sea views, ocean waves, and fauna) was conducted on 112 subjects (87 Japanese and 25 foreigners). The questionnaire asked participants to view the photo and video sceneries and give their impressions using 10 paired adjectives and a 7-point semantic differential scale. It was found that the Japanese participants gave a greater number of positive responses for the video sceneries than for the photo sceneries in all categories, and except for fauna, the foreign participants gave a greater number of positive responses to the photo sceneries in all categories. This study highlighted the perceptual differences between Japanese and non-Japanese tourists (Asian tourists in particular) toward Japanese photo and video sceneries. These study results could be used as a reference to create targeted virtual tourism content.