2023 Fiscal Year Final Research Report
A Study on Use of Data from Online Travel Agencies in Destination Marketing
| Project/Area Number |
21K17978
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| Research Category |
Grant-in-Aid for Early-Career Scientists
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| Allocation Type | Multi-year Fund |
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| Review Section |
Basic Section 80020:Tourism studies-related
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| Research Institution | Tokyo University of Technology |
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Principal Investigator |
Suzuki Shohei 東京工科大学, メディア学部, 助教 (70826825)
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| Project Period (FY) |
2021-04-01 – 2024-03-31
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| Keywords | 観光 / 宿泊予約サイト / OTA / ビッグデータ / デスティネーション・マーケティング / 新型コロナウイルス / クラウドファンディング / 宿泊需要 |
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| Outline of Final Research Achievements |
In this study, we attempted to quantitatively grasp the actual status of accommodation reservations in each facility and region by using information on OTA （reservation websites）, which are updated in enormous volume on a daily basis. Since there have been only a few such studies in the past, we spent about half of the project period examining methods for estimating accommodation demand from OTA data and verifying the accuracy of the estimated values. The results suggest that the estimated values are reliable when data from accommodation reservation sites are used. Using this data, we also clarified the impact of subsidies during COVID-19 pandemic and the characteristics of each facility on accommodation reservations.
We also collected and analyzed crowdfunding data from the Web as new data on regional characteristics, and clarified the characteristics of crowdfunding.
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| Free Research Field |
観光学，応用情報学，観光情報学
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| Academic Significance and Societal Importance of the Research Achievements |
本研究により，既存の統計では把握することができなかった，市区町村単位や日単位という細かな単位での宿泊実態の把握が可能となった．これにより学術研究においては，今まではデータの制約により行うことができなかった様々な仮説の検証が可能となり，新たな理論の構築が期待できる．社会的には，エビデンスベースドな意思決定が求められる各地域が行った施策の効果を既存の統計よりも高い解像度で把握することが可能である．また，自身の地域だけでなく，共通の基準で他地域のデータが入手できるため，より高度な戦略立案が期待できる．
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