An application of regional tourism promotion based on engendering a sense of emotional attachment

Miyashita Hiroki, Okubo Sachika, Takagi Rina, Saisu Toshiaki, Hasegawa Hiroshi, Murakami  Kayoko H.

doi:10.37020/jgtr.9.1_23

In response to the increasing trend of young people disengaging from the travel scene, there is a growing focus on regional development initiatives. This is particularly evident in the decline of Onsen tourist attractions and accommodations. To increase visitor numbers, it’s crucial not only to attract new customers but also to cultivate repeat clientele. Central to this is the concept of ‘Emotional Attachment,’ which directly influences customers’ intention of repeat visitation and recommendations to others beyond mere satisfaction. Previous research identified five factors contributing to Emotional Attachment, defining it as the positive emotion and desire to relive experiences. This study emphasizes the symbolic and relationship-building aspects of Emotional Attachment, proposing strategies to attract new repeat customers. Drawing on the AISCEAS model of tourist behavior, a city tour featuring holographic displays of ‘Onsen Musume’ was introduced in Shiobara Onsen, followed by an experiential event. Since all the participants were repeaters, subsequent trials in Nasu Town involved viewing explanatory videos before sightseeing and the results of questionnaires showed a higher likelihood of repeat visits. This approach effectively combines symbolic and relationship-building elements, offering a promising method for fostering Emotional Attachment and increasing visitor retention.

An application of regional tourism promotion based on engendering a sense of emotional attachment

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