Permalink : http://hdl.handle.net/2115/90192

This study examined the structure of tourist experience value in four regions of Hokkaido by means of an Internet survey (n = 2,038); it draws on my previous study on the axioms and comprehensive categories of tourist experience value. In the present study, I tested two hypotheses. Hypothesis 1 was as follows: with the four Hokkaido regions a statistically significant difference exists in the composition ratios of the three variables (activity, experience, and value consciousness) that constitute tourist experience value. After performing a chi-square test on a cross-tabulation of the four regions and three-variable categories (composition ratio), I found that all the asymptotic significance probabilities (p - values) were below the significance level of 5%, indicating statistically significant differences. Thus, hypothesis 1 was supported. Hypothesis 2 was as follows: the relational structures of the categories of activities and experience as well as the categories of experiences and value consciousness in the four regions have similar structures (universal structures). After measuring the similarity of each set of activity and experience as well as each set of experience and value consciousness in the four regions using Simpson's coefficient, I observed quite similar structures. Therefore, hypothesis 2 was supported.