How to attract more tourists?

Purpose - The objectives of this paper are twofold. First, to develop a framework for estimating the attractiveness of spas in Japan. Second, based on the results of the estimation, to consider how to attract more tourists.Design methodology approach - Attractiveness is defined by the results of questionnaires, composed of a spa's characteristics, cost and accessibility. Using these aspects of the destination as measures of its attractiveness, the paper estimates attractiveness conducted with a destination choice model.Findings - The results of the estimation provide some findings. First, consumers may value the quality of hot springs, with atmosphere as one of the most important elements. Second, the attractiveness varies because of accessibility or cost depending on the origin of each consumer. The management of each spa should consider where their customers are from; they also need to recognize which spas are their competitors.Originality value - There are many previous studies dealing with the estimation of attractiveness. However, most of these attractiveness studies do not include cost and accessibility. The attractiveness measures of this study include cost and accessibility, and provide examples of varying degrees of cost and accessibility. In this sense, it can be said that this study has originality.