Assessing the role of social media in tourism recovery in tsunami-hit coastal areas in Tohoku, Japan
Assessing the role of social media in tourism recovery in tsunami-hit coastal areas in Tohoku, Japan
复制标题
DOI：
10.1177/1354816618825014
复制
发表时间：
2020-08-01
影响因子：
4.4
通讯作者：
Ohe, Yasuo
中科院分区：
文献类型：
--
作者：
Fukui, Miho;Ohe, Yasuo
社交媒体变得越来越受欢迎。然而，对于如何有效地利用这一新兴工具促进农村地区的旅游业，几乎没有进行过调查。本文的目的是双重的。首先，在社交媒体中，我们探讨了Twitter在旅游宣传中的作用，特别是关注了2011年3月日本东部遭受9.0级大地震和海啸影响的农村地区旅游业的恢复过程。其次，为了达到第一个目的，我们比较了两种类型的旅游：普通旅游和“志愿者旅游”。至于后者，大量志愿者来到这些地区，帮助从破坏中恢复工作，如清除碎片和帮助疏散人员恢复岩手县的生活。我们采用了文本挖掘方法来找到岩手县政府发布的官方Twitter帐户中使用的关键字，并采用时间序列回归模型来确定促进这两种类型旅游的因素。收集的数据使用的是关于普通游客和志愿游客入境人数的官方统计数字。推特信息由岩手县提供。研究结果表明：第一，文化和自然遗产的微博信息对入境游客数量有正向影响，而灾害相关词的微博信息对入境游客数量有负向影响。相反，第二，关于旅游资源的推文信息对志愿者游客的数量产生了负面影响，而关于恢复/重建和志愿者的推文信息则产生了正面影响。因此，重要的是制定支持措施，使当地旅游部门能够在灾区重建过程中吸引志愿者旅游后的入境游客。在这种情况下，我们的研究结果表明，如何有效地利用Twitter的这一目的。
Social media have become increasingly popular. However, there has been little investigation on how to effectively mobilize this newly emerging tool to promote tourism in rural areas. The aims of this article are twofold. First, among social media, we explore the role of Twitter for tourism promotion, especially by focusing on the recovery process of tourism in a rural area affected by the huge earthquake and tsunami, Magnitude 9.0, which hit eastern Japan in March 2011. Second, to approach the first purpose, we compare two types of tourism: ordinary tourism and 'volunteer tourism'. As to the latter, a massive number of volunteers came to these areas to help in the recovery work from the devastation such as removing debris and helping evacuees rehabilitate their lives in Iwate prefecture. We employed a text-mining method to find keywords used in the official Twitter account issued by the Iwate Prefectural government and time-series regression models to identify factors that promote the two types of tourism. Data were collected using official statistics on incoming numbers of ordinary tourists and volunteer tourists. Tweeted information was provided by Iwate Prefecture. The results revealed that, first, tweeted information on cultural and natural heritage had a positive relationship with the number of incoming tourists while information on disaster-related words had negative effects. In contrast, second, tweeted information on tourism resources worked negatively toward the number of volunteer tourists while that on rehabilitation/reconstruction and on volunteers worked positively. Consequently, it is important to design support measures that enable the local tourism sector to attract incoming tourists after a drop-in volunteer tourism as reconstruction of the disaster area progresses. In this context, our results suggest how to effectively utilize Twitter for this purpose.