Statistical analysis of contents of posts on SNSs by foreign visitors to Japan based on questionnaire survey

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The purpose of this study is to clarify the characteristics of the contents of posts on SNSs by foreign visitors to Japan regarding their trips and the difference in the contents of posts depending on the region from which they are from, age group, and gender. Targeting foreign visitors aged 15 years or older who visited Kanazawa City in Ishikawa prefecture and wrote posts on SNSs, a questionnaire survey was carried out. The questionnaire items related to the contents of posts are the same as the questionnaire survey by Japan Travel and Tourism Association for Japanese people who travelled to Japan and wrote posts on SNSs. Statistical analysis was performed using SPSS Statics 25 on the responses. The results indicate that the range of topics in posts by foreign visitors is more than double those in posts by Japanese tourists, that the contents of posts by foreign visitors can be classified into three groups, that the contents and the number of types of posts depend on the region where they are from, and that the number of posts on member of a party depend on gender. SNSs are considered to play an important role in determining the destination of travel. The results in this study provide important suggestions for tourism strategy planning using SNSs.

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