Momoka KAGOSHIMA

Analysis of Factors Attracting Customers to Michi-no-Eki Washima Using Cash Register Count Data

Kazushi SANO 

 The purpose of this study is to clarify the factors that attract visitors to the " Michi-no-Eki Ryokan no Sato Washima", taking into account the influence of the COVID-19. Based on the factors that influence the number of visitors to Michi-no-Eki, we will gain knowledge on how to increase the number of visitors to Michi-no-Eki in the future.
 In this study, the cash register count data  from April 1, 2017 to March 31, 2022 was used to calculate the number of cash register customers per day, and this number of cash register customers was used as the number of customers attracted to the Michi-no-Eki for analysis.
 First, the number of customers at the cash register and the sales composition were checked. As a result, it was found that the number of cashier customers in FY2020 was about 30% lower than usual due to COVID-19, but that there is a recovery trend in FY2021. And, The number of cashiers at the Michi-no-Eki was about 50% higher than the annual average in May and from August to October, and about 50% lower from December to March, indicating that the number of cashiers varies about 100% depending on the season. The sales composition revealed that the demand for take-out has increased due to the  COVID-19, and that the percentage of people eating at Michi-no-Eki has decreased.
 Next, multiple regression analysis was used to analyze the factors that attract customers.　The results revealed that the number of customers increased on days with high average temperatures and holidays, while the number of customers decreased during rainy and snowy weather. It was also found that events held at Michi-no-Eki s have a positive effect on attracting visitors, influencing the number of cashiers about twice as much as events held in the surrounding areas.
 In addition, a survey was conducted among event participants. The results showed that few participants obtained information about the event in advance. Some participants also suggested that more publicity is needed to increase the number of participants.
 Based on the above, we believe it is possible to increase the number of visitors by actively selling products that can be easily eaten such as take-out, increasing the number of events, and publicizing the event widely using SNS, etc., taking into account the impact of the COVID-19.