no101-105

[105] Valuation of latent demand for ecotourism in Shiretoko using choice-based experiments

- Latent class model to capture preference diversity -

○Yuki Ishizue¹, Yoichi Kawaguchi¹, Kojiro Watanabe¹, Yasushi Shoji², Takahiro Sato¹, Gen Terayama³ (1. Tokushima Univ., 2. Hokkaido Univ., 3. Shiretoko Shari Association)

Keywords:Ecotourism, Latent Class Model, Choice Experiment, Shiretoko

Ecotourism could be one of the means to enhance the sustainability of the Shiretoko region in Hokkaido. To achieve this, we need to maintain the number of tourists and provide them with a satisfying ecotourism experience. The purpose of this paper is to identify the latent demand for ecotourism in Shiretoko using the Latent Class Model and to examine factors that caused differences between segments. The result of the web survey allowed us to divide the respondents into two segments with different preferences. The main factors that created this difference were; visitation experience, age, and gender. In addition, approximately 60% of the respondents who expressed interest in traveling to Shiretoko were men in their 40s or older, indicating that attracting women and younger visitors is an important issue for sustainable tourism in the future.