[Tourism DX] Filling the 'Intuition Gap' with KDDI Location Analyzer

Giken Shoji International Co., Ltd. (Nagoya Head Office: Nagoya City, Aichi Prefecture; Tokyo Head Office: Shinjuku-ku, Tokyo; Representative Director: Tomomi Kojima; hereinafter, 'the Company'), a leading domestic company in area marketing GIS (Geographic Information System), has released a case study of AAP Co., Ltd. (hereinafter, 'AAP'), which utilizes the human flow analysis tool 'KDDI Location Analyzer (hereinafter, KLA)' to support local governments nationwide in planning quantitative tourism measures without relying on 'intuition.'

AAP, headquartered in Shizuoka Prefecture, handles tourism consulting for local governments and promotions for private companies nationwide. The company is promoting data utilization as a 'DX support agency' that quantitatively supports clients using digital technology and human flow data, going beyond the traditional framework of advertising production.

KDDI Location Analyzer Tourism Analysis Image

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Background of Introduction: Bridging the 'Intuition Gap' in Nationwide Projects with Digital Solutions

For AAP, which provides support to local governments nationwide, a major challenge was how to fill the 'intuition gap' that arises when working in new areas for the first time. Especially in new projects without reservation data and in local government projects, they sought objective evidence to accurately grasp visitor attributes and origins.

Therefore, they introduced KDDI Location Analyzer with the aim of building an analysis environment that enables them to plan measures with certainty based on data, rather than relying on the intuition and experience of their staff.

[Featured Case 1] Kanagawa Prefecture Tourism Promotion: Identifying 'Approximately 80%' of Visitors and Optimizing Advertising Investment

KLA was utilized in Kanagawa Prefectural Government's tourism promotion to optimize distribution strategies to maximize the use of existing tourism video content.

Target Selection Based on Spot Attributes

Major spots such as the Sagamiko area and Jogashima were analyzed, and different visitor attributes for each spot were visualized. For example, areas with an 'extremely high male ratio' or 'a growing number of women in their 30s' were identified, and the most suitable distribution channels for each target were meticulously planned from existing videos.

'Selection and Concentration' on 1 Metropolis and 1 Prefecture

Upon investigating the origin of visitors, it was found that approximately 80% of the total inflow came from 'Tokyo and within Kanagawa Prefecture.' Based on this data, distribution to neighboring prefectures, which had previously been broadly considered, was cut, and the budget was invested in areas with concentrated inflow, achieving highly efficient operations.

Visitor attributes (gender/age), visitor residence, and circulation within tourist areas including nearby locations are also visualized.

[Featured Case 2] Stamp Rally: Regional Circulation Design Strategy by Avoiding Congestion and Utilizing 'Hidden Gems'

In stamp rally projects requested by local governments, human flow data serves as crucial evidence for strategically designing 'how people move around the region.'

Overtourism Countermeasures

Beyond crowded famous tourist spots, 'places with many visitors but insufficient stops' were identified based on data. By avoiding congested areas and intentionally incorporating these 'hidden gems' into routes, a circulation design that contributes to the revitalization of the entire region is created.

(Comment from Mr. Serizawa, Digital Business Promotion, AAP Co., Ltd.)

The introduction of an easy-to-use human flow analysis tool has enabled sales representatives to quickly obtain objective figures and make confident proposals. Reliable data has smoothed alignment with local governments, and the addition of objective data to our planning capabilities has significantly improved the quality of proposals.

Future Outlook: Addressing Fundamental Regional Issues Through Macro Analysis

AAP is currently expanding the use of KLA from specific facility analysis to broader 'area-wide' tourism strategy planning.

In the future, they plan to utilize new KLA features such as 'pre/post visit analysis' and 'accommodation analysis' to pursue fundamental regional issues like 'why are there many daytime visitors but no overnight stays?' By macroscopically understanding where people go at night, they aim to make proposals that impact the regional economy beyond just promotion.

About KDDI Location Analyzer

It is a flat-rate cloud-based GIS (Geographic Information System) that easily analyzes human flow of both domestic residents and inbound visitors via a web browser. It was born from a collaboration between the Company and KDDI Corporation and is utilized in a wide range of industries, from retail, F&B, real estate, and finance to government agencies and local governments, for store opening/closing strategies, sales promotion optimization, tourism trend analysis, disaster prevention planning, and more.

Domestic Resident Version

Equipped with GPS location information big data (※1) and attribute information (gender, age group, etc.). Number of visitors to specified facilities or areas.