In this study, according to a tourism marketing theory (Kotler, P. et al, 2003), we focus to
estimate relationship between consumers’ values related to sightseeing behaviors and
consumer satisfaction (Figure 1). This is because it is necessary to understand what kind of
consumer satisfaction would motivate to increase consumers’ value in order to improve
attractiveness in sightseeing spots. Here, consumers’ values related to sightseeing activities
are assumed such indices as diversity of trip purposes, budget and/or expense, duration of stay,
expected benefits, royalties of sightseeing behavior and so on. Structural equation models are
applied in order to evaluate overall sightseeing and to estimate relationship among travel
behavior, tourists’ information and degree of satisfaction. Here, degree of satisfaction for
sightseeing activities are assumed to be evaluated according to relationship among
“satisfaction for sightseeing spots”, “comprehensibility of signs” and “convenience for
services”. It is also assumed that these three kinds of attitudes are evaluated by foreign
tourists’ Japanese skills, experience of visit to Kamakura, amount of travel information and
tourists’ behaviors like purposes, expenses and time spent in Kamakura. Further more, the
assumed structure is compared between Asian and Non-Asian tourists. Therefore, proposed
structural equation models are estimated according to these two types.