Bayesian Network Analysis for the Questionnaire Investigation on Tourists’ Behavior in the View Point of Service Marketing

摘要

Tourists from abroad are increasingrapidly in Japan. Kawazu town in Izu Peninsula is famous for its cherry trees.In the cherry blossom season, many tourists visit this town. The Kawazu CherryBlossom Festival was carried out in February 2015. Our research investigationwas performed during that period. In this paper, a questionnaire investigationis executed in order to clarify tourists’ behavior, and to seek the possibilityof developing regional collaboration among local government, tourism relatedindustry and visitors. In this research, we construct the model utilizingBayesian Network and causal relationship is sequentially chained by thecharacteristics of travelers, an objective to visit Izu Peninsula in Japan andthe main occasion to visit them. We analyzed them by sensitivity analysisbefore but some difficulty had arisen that there arises too much response whenthe item has small sample size. In this paper, small sample size items aredeleted and sensitivity analysis is conducted after that. The problem wasresolved by this operation. This analysis is well utilized in designing thestrategy of service marketing for this. To confirm the findings by utilizingthe new consecutive visiting records would be the future works to beinvestigated.Keywords: Tourism,Izu Peninsula, Kawazu Cherry Tree, Bayesian Network, Sensitivity analysis,service marketing.