#Japan #Hiroshima #Dentsu Research #Hiroshima Tourism #NTT Communications

Utilizing Data for Tourism Promotion in Hiroshima

Dentsu Research, based in Minato, Tokyo, is embarking on a significant initiative in collaboration with the Hiroshima Tourism Federation (HIT), Waseda University, NTT Communications, and Intage Inc. The goal is to utilize tourism data to boost visitor numbers and spending in Hiroshima. Starting from March 2025, the program will initially focus on understanding inbound tourists' behaviors, followed by a broader focus on attracting domestic visitors starting in June 2025. This project underscores the need for better data quality and quantity in creating effective tourism strategies.

Background

HIT has previously employed open data to formulate strategies aimed at increasing visitor numbers and enhancing consumption. However, the quality and volume of the data available have posed challenges in accurately assessing tourist demographics, pathways, and travel routes, thus complicating effective strategy implementation and evaluation. The current initiative aims to address these challenges through comprehensive data collection and analysis to inform better marketing strategies.

Overview of the Initiative

This initiative will leverage a combination of existing open data, mobile spatial statistics provided by NTT Com, and a large database of docomo subscribers. Additionally, it will utilize Dentsu Research’s social analytics tool, QUID, for comprehensive analysis of social media sentiment toward Hiroshima's attractions. Through these advanced methods, the project will visualize tourist behaviors and evaluations across various demographics to create customized marketing strategies. The initiative consists of three main components:

1. Data Collection and Visualization

By gathering mobile spatial statistics, docomo data, surveys, and qualitative data from social media analyses, the initiative will create a detailed visualization of tourist demographics and travel patterns.

2. Data Analysis and Strategy Formulation

Utilizing insights from the collected data, Waseda University and Intage will analyze relationships within the data to identify issues and propose effective tourism marketing strategies.

3. Implementation and Improvement of Strategies

Tailored recommendations for local attractions, routes, dining options, and souvenir shopping will be provided to tourists through signage, apps, and websites based on their attributes. Post-implementation data will be collected to measure behavioral changes and effectiveness, leading to ongoing improvements in marketing strategies.

Prior Outcomes with Inbound Tourists

The preliminary exploration into inbound tourist trends, which commenced in March, successfully illustrated visitor dynamics, uncovering previously unavailable data on overnight and day-trip visitors. Evaluating open data in conjunction with social media sentiment provided clarity on visitor behavior, validating the effectiveness of data-driven strategic planning.

Future Directions for Domestic Tourists

Starting in June, following the positive insights gained from the inbound tourist analysis, a similar approach will be applied to attract domestic travelers. In addition to behavioral analysis, customized communications addressing various visitor demographics will be executed. Continuous data collection post-implementation will facilitate ongoing assessment and refinement of strategies aimed at enhancing visitor numbers and spending in Hiroshima.

Roles of Involved Organizations

• - Dentsu Research: Leads social media analysis through its analytics tool.
• - HIT: Identifies local tourism challenges and executes attraction strategies.
• - Waseda University: Formulates marketing strategies and conducts effectiveness assessments post-implementation.
• - NTT Communications: Visualizes and provides pedestrian data, along with survey design and execution.
• - Intage: Analyzes pedestrian and survey data.

Future Expansion Plans

By refining tourism marketing accuracy through this initiative, the project aims to not only increase visitor numbers and enhance overall satisfaction in Hiroshima but also explore potential applications in other regions and sectors such as retail, finance, and sports marketing. This long-term vision seeks to address broader societal challenges while stimulating regional growth.

About Dentsu Research

Dentsu Research operates under the vision of "HUMANOLOGY for the future," aiming to foster collaboration among technology, companies, local communities, and public entities. The organization aspires to create a continuous cycle that addresses social challenges through technological solutions, thus contributing to a better society.