Recently in Japan, it is crucial to increase inbound tourists. From a view point of
tourism marketing, this study aims to analyze relationship between foreign tourists’ consumer
satisfaction, importance of information gathering and tourists’ behavior. First of all, foreign
tourists’ survey on behaviors and attitudes are conducted in Kamakura, where is a popular
sightseeing area in Japan. Secondary, the degrees of tourists’ satisfaction are cross-aggregated
by Asian and non-Asian and by tourists’ Japanese skills. Finally, the LISREL models are
estimated in order to explain relationship between tourists’ satisfaction and consumer value
related to behaviors quantitatively. As a result, it is indicated that average degrees of
satisfaction for Asian tourists are relatively lower than those for non-Asian. Especially, degree
of satisfaction for signs is low both for Asian and non-Asian. The model estimation results
show that to improve service and comprehensibility of signs is necessary to increase foreign
tourists’ satisfaction.