How Did the Effects of the Festival Held on Main Street Spread Over Other Districts Within a City Center?
Various tourist attractions and events have been conducted to revitalize towns. As for what kinds of effects tourist attractions and events have on towns, organizers usually announce only the approximate number of visitors. However if a town is regarded as one entity for attaining the goal of its revitalization, the effects of those events cannot be said to be estimated and identified, unless they are clarified in such a way as how many people participated in those events and how their effects are spread over to what extent and to which part of the town. In this study, we propose a method to make it possible to measure the effects of those events on a town in that way. More specifically, we estimate the number of event participants by using the consistent method to estimate consumer shop-around patterns based on the data obtained from the on-site survey of Kaiyu behaviors, which enables to estimate the net number of incoming visitors to the town. Using this estimation method, we measure the effect of the Kumamoto Castle Festival on a number of visitors’ basis as well as on a monetary basis, by comparing visitors who visited with the purpose for attending the festival and those who did not. From the analysis, we found that the visitors who came with the purpose for attending the Kumamoto Castle Festival shopped around along the arcades adjoining to the festival venue. Thus the festival effects were spread over these arcades, and the total amount of the effect on a monetary basis was 52,670,000 yen (or 526,700 dollars).
KeywordKaiyu Event effects Spread over Consistent estimation method Shop-around pattern Net incoming visitors Kumamoto Castle
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