[3b1112-116] 体育経営管理／ポスター発表

[06経-ポ-03] Prediction of Inbound Tourists' Consumption and Travel Patterns for the 2020 Tokyo Olympic Games – Utilizing Willingness to Pay (WTP)

*HYUN YE JUNG¹ (1. University of Tsukuba)

Countries that host mega sporting events such as the Olympics or the World Cup can gain international recognition, demonstrate their commitment to the Olympic spirit, and create opportunities for economic development. Simply hosting the Olympics draws global attention, serving as a means of national promotion and significantly impacting the host country's tourism industry even after the event. The 2020 Tokyo Olympics involved significant efforts and budget allocation by the Japanese government, which anticipated a tourism boom related to the Games. However, due to the COVID-19 pandemic, both the Japanese government and the Japan Olympic Committee (JOC) decided not to allow not only domestic spectators but also inbound tourists. This study assumes a hypothetical scenario in which the Japanese government allowed inbound tourists during the Tokyo 2020 Olympics. Under this assumption, the study estimates the tourism revenue from inbound visitors by investigating their Willingness to Pay (WTP) for Olympic-related tourism. Additionally, it analyzes the characteristics of inbound tourists who would have visited Japan for the 2020 Tokyo Olympics. The research method used is the Contingent Valuation Method (CVM), specifically focusing on Willingness to Pay (WTP). The reason for this choice is that CVM allows for the estimation of consumer utility even if they do not actually purchase the product, by assessing the value they place on goods or services that exist in the market. To estimate the per capita Willingness to Pay (WTP) of potential inbound tourists for the 2020 Tokyo Olympic Games in this study, a survey was conducted with 1,190 respondents across the United States, China, and South Korea. The findings indicate that these prospective visitors would stay in Japan for an average of 6.6 days and spend approximately $4,328 per person. Also, among the survey respondents, those who exercised more frequently per week showed a higher Willingness to Pay (WTP) value for Olympic tourism, suggesting a potential correlation between Olympic tourism and engagement in sports.