Authors - M.Akashi, M.Nagano, Y.Ieiri, O.Yoshie Abstract - Recently, the number of tourists engaging in walking tourism at various destinations has increased, presenting new opportunities for local economic activity. However, the mechanisms underlying consumer behavior in walking tourism remain unclear, and effective methods for designing such tourism have not been established. This study aims to elucidate the mechanism of consumer behavior by integrally analyzing eye-tracking data, conversation data, and electrodermal activity (EDA) data collected during walking tours. Empirical experiments were conducted in Otaru City and Atami City, with data analyzed from multiple perspectives. The analysis revealed that eye-tracking data, conversation data, and EDA data can effectively identify triggers of consumer behavior during walking tourism. Furthermore, the increase in EDA highlights the potential to extract consumer behavior in walking tourism.
