Japan-France Joint Demonstration Experiment on Traveler Paths - Part 2

detail image

Japan-France Joint Demonstration Experiment on Traveler Paths – Part 2

High schools students are currently referred to as the social-native generation. Compared to older generations who developed as they encountered the Internet as adults, these high school students are less likely to purchase guidebooks or draft intricate itineraries prior to travel. Behavior of older generations such as buying a guidebook and then traveling or visiting tourist destinations seen in advertising is unfamiliar to this generation of high school students.

So what are the behavior and vital signs of this social-native generation when traveling in linguistically challenging foreign countries such as Germany and France? Determining this was the objective in mind when conducting a demonstration experiment on 16 Japanese high school students, who logged their activity on an SNS app and provided life blogs with detailed information on GPS data, acceleration, pressure, heart rate, and skin temperature during the period of their travel. The vital data of the experiment participants was observed while analyzing how personal interactions connected to the behavior decision-making process. The research included collecting data for a fixed period prior to departure in order to determine how tendencies while traveling abroad differ from when normally in Japan.

This is part 2 of the experiment done in conjunction with the French department of Val-d’Oise. Similar to the life log analysis of inbound foreign travelers done in Nov. 2013, it was implemented with the assistance of Grand Front Osaka TMO General Incorporated Association and The Senshu Ikeda Bank, Ltd., as well as the technical cooperation of the MIT Media Lab (of which Dentsu and ISID are member companies) and the Kawahara Lab of the Open University of Japan. And this time, there was also assistance received from UPR Corporation, Enchatement Co., Ltd., and Locarise Inc.

By tying together the SNS communication log, vital data, and geospatial information, a comparison with the log of daily life when in Osaka made it possible to locate stress points that exist for those who are taken out of their comfort zone. In addition, the experiment was used to focus on which members of the high group exercised leadership in order to study the life logs of those capable of leadership for algorithms that define and drive their behavior. A measure of success was achieved in obtaining data to inform suggested future actions for outbound and inbound travel.

We hope to conduct further analysis of the experiment results in order to try to establish new methods of area marketing that make capable a more effective approach to sending off targeted customers. For example, they could be provided with information via more influential individuals at a given time or place rather than simply sent a direct advertisement.

text:Junichi Suzuki