Proceedings of the 5th International Conference on Tourism Management and Hospitality
Year: 2024
DOI:
[PDF]
The Impact of Generative AI Content Disclosure on Consumer Engagement and Visit Intentions in Tourism: A Content Analysis and Experimental Study
Srishti Bachwani
ABSTRACT:
In recent decades, the number of ski tourists in Japan has declined. This has affected local economies such as the accommodation, food service and food ingredient industries that support ski tourism. In this study, a web-based survey and an interview survey were conducted among residents in eastern Japan, where many ski resorts are located, as a preliminary study of user behaviour in order to develop a revitalisation strategy for ski tourism. The survey results showed that the level of participation in snow recreation among residents in the target areas was low, as was their intention to participate in the future. Those who had participated in snow recreation recognised it as a valuable experience that refreshed their mood. On the other hand, those who had participated in snow recreation in the past but had no intention of doing so in the future, and those who had not experienced snow recreation, were reluctant to participate in snow recreation due to the risks and costs associated with travelling on snow-covered roads and the cold climate. In other words, these factors act as a deterrent to participation and offset the sensory benefits of snow leisure. This finding is significant because it shows that measures to promote snow tourism should not only appeal to the senses, but also communicate that there are safe and convenient ways to get to snow resorts and that snow recreation can be enjoyed comfortably with the right equipment and facilities.
keywords: Quantitative research, Qualitative research, Snow resorts, Ski tourism, Market research