Cluster Analysis for the Questionnaire Investigation on the Needs at Fuji Shopping Street in Fuji City

Shopping streets at local city in Japan became old and are generally declining. In this paper, we handle the area rebirth and/or regional revitalization of shopping street. We focus on Fuji city in Japan. Four big festivals are held at Fuji city (two for Fuji Shopping Street Town and two for Yoshiwara Shopping Street Town). Many people visit these festivals including residents in that area. Therefore a questionnaire investigation to the residents and visitors is conducted during these periods in order to clarify residents and visitors’ needs for the shopping street, and utilize them to the plan building of the area rebirth and/or regional revitalization of shopping street. There is a big difference between Fuji Shopping Street Town and Yoshiwara Shopping Street Town. Therefore we focus Fuji Shopping Street Town in this paper. These are analyzed by using Cluster Analysis and Multiple Regression Analysis. These are utilized for constructing a much more effective and useful plan building. We have obtained fruitful results. To confirm the findings by utilizing the new consecutive visiting records would be the future works to be investigated.


Introduction
In recent years in Japan, the national and local governments have been trying to attract foreign tourists by using strategic approaches and developing tourist facilities, with the aim of promoting regional exchange and generating economic benefits.Particular aims of local government are to overcome the common problems of an aging population and declining birthrate through tourism-generated income and to stimulate the local society through regional exchange and migration.However, in order to take measures that will increase tourism, it is necessary to understand the attraction of particular regions in Japan.Moreover, it is necessary to have a picture of the tourists that might want to visit such regions.
In order to investigate solutions to problems shared across regions it is necessary to carefully examine the critical basic data as well as appropriate methods of data collection.To try to obtain such data, preceding studies on tourist destinations that have statistically analyzed trends in tourist behavior will now be reviewed.Yoshida et al. designed and conducted a visitor survey on the spot, which used a questionnaire to investigate the activities of visitors to the Ueno district in Taito ward, Tokyo.Doi et al. analyzed  Shopping streets at local city in Japan are generally declining.It is because most of them were built in the so-called "High Growth Period (1954Period ( -1973))".Therefore they became old and area rebirth and/or regional revitalization are required everywhere.
There are many papers published concerning area rebirth or regional revitalization.Inoue (2017) has pointed out the importance of tourism promotion.Ingu et al. (2017) made a study on the application of geothermal power generation to local revitalization in Obama Town.Kotani (2017) developed the project of shutter art to Wakkanai Chuo shopping street in Hokkaido, Japan.Ohkubo (2017) has made a questionnaire research at Jigenji shopping street in Kagoshima Prefecture, Japan and analyzed the current condition and future issues.For about tourism, many papers are presented from many aspects as follows.
In this paper, we handle the area rebirth and/or regional revitalization of shopping street.We focus on Fuji city in Japan.Fuji city is located in Shizuoka Prefecture.Mt.Fuji is very famous all around the world and we can see its beautiful scenery from Fuji city, which is at the foot of Mt.Fuji.There are two big shopping street in Fuji city.One is Yoshiwara shopping street and another one is Fuji shopping street.They became old and building area rebirth and regional revitalization plan have started.Following investigation was conducted by the joint research group (Fuji Chamber of Commerce & Industry, Fujisan Area Management Company, Katsumata Maruyama Architects, Kougakuin University and Tokoha University).The main project activities are as follows.
A Investigation on the assets which are not in active use B Questionnaire Investigation to Entrepreneur C Questionnaire Investigation to the residents and visitors After that, area rebirth and regional revitalization plan were built.
In this paper, we handle above stated C. Four big festivals are held at Fuji city.Two big festivals are held at Yoshiwara Shopping Street Town and two big festivals at Fuji Shopping Street Town.At Yoshiwara Shopping Street Town, Yoshiwara Gion Festival is carried out during June and Yoshiwara Shukuba (post-town) Festival is held during October.On the other hand, Kinoene Summer Festival is conducted during August and Kinoene Autumn Festival is performed during October at Fuji Shopping Street Town.Many people visit these festivals including residents in that area.Therefore questionnaire investigation of C is conducted during these periods.Finally, we have obtained 982 sheets (Yoshiwara Shopping Street Town: 448,Fuji Shopping Street Town: 534).Basic statistical analysis, Cluster Analysis and Multiple Regression Analysis are executed based on that.
In this paper, a questionnaire investigation is executed in order to clarify residents and visitors' needs for the shopping street, and utilize them to the plan building of the area rebirth and/or regional revitalization of shopping street.There is a big difference between Fuji Shopping Street Town and Yoshiwara Shopping Street Town.Therefore we focus Fuji Shopping Street Town in this paper.Such multivariate analysis as Cluster Analysis and Multiple Regression Analysis are executed based on that.Some interesting and instructive results were obtained.
The rest of the paper is organized as follows.Outline of questionnaire investigation is stated in section 2. In section 3, Cluster Analysis is executed which is followed by the Multiple Regression Analysis in section 4.

Outline of the Questionnaire Research
A questionnaire investigation to the residents and visitors is conducted during these periods in order to clarify residents and visitors' needs for the shopping street, and utilize them to the plan building of the area rebirth and/or regional revitalization of shopping street.The outline of questionnaire research is as follows.Questionnaire sheet is attached in Appendix.

Cluster analysis
Cluster analysis is executed in order to confirm the relationship/closeness among items.First of all, cluster cohesion process is exhibited in Table 1

Multiple Regression Analysis
Multiple Regression Analysis is executed in order to find the most contributive factor for the specified purpose.The data used are the same with those of Factor Analysis.First of all, Descriptive statistics for the three big clusters which is derived from the Cluster Analysis are exhibited in Table 2.The value of each item in each cluster is summarized and then calculated in statistics.
From the Cluster Analysis, "Want to reside" does not seem to be the regular component, therefore we treat it as an objective function.
Table 2.The Results of Multiple Regression Analysis by 3 Cluster From Table 2, we can see that the Cluster 1 is best in β.Therefore we select "Beautiful and Attractive" Cluster and examine it in detail.
Table 3.The Results of Multiple Regression Analysis for each variable in "Beautiful and Attractive" Cluster Looking at this table in detail, we can observe that the most influential factor for "Want to reside" is "Open" and then "Fascinating" follow.These results coincide with those of Bayesian Network Analysis we have conducted before.
Thus we could derive the influential/contributive factor (Independent variable) to the specified purpose (Objective function) by utilizing Cluster Analysis and Multiple Regression Analysis.

Conclusion
Shopping streets at local city in Japan became old and are generally declining.In this paper, we handle the area rebirth and/or regional revitalization of shopping street.We focus on Fuji city in Japan.Four big festivals are held at Fuji city (two for Fuji Shopping Street Town and two for Yoshiwara Shopping Street Town).Many people visit these festivals including residents in that area.There is a big difference between Fuji Shopping Street Town and Yoshiwara Shopping Street Town.
Therefore we focus Fuji Shopping Street Town in this paper.A questionnaire investigation to the residents and visitors is conducted during these periods in order to clarify residents and visitors' needs for the shopping street, and utilize them to the plan building of the area rebirth and/or regional revitalization of shopping street.These are analyzed by using Cluster Analysis and Multiple Regression Analysis.The results for Cluster Analysis are as follows.From the results of Cluster Analysis, we can observe three big clusters as follows.
 /Cheerful ~ Of the united feeling there is The results for Multiple Regression Analysis are as follows.Looking at the coefficient table in detail, we can observe that the most influential factor for "Want to reside" is "Open" and then "Fascinating" follow.This will be applied to other shopping street in Japan.The concrete methods to attack this would be different in each place and it should be investigated consecutively.These results coincide with those of Bayesian Network Analysis we have conducted before.Thus we could derive the influential/contributive factor (Independent variable) to the specified purpose (Objective function) by utilizing Cluster Analysis and Multiple Regression Analysis.
There is a limitation in this research that the research period is restricted during the festival time.As for this, the questionnaire investigation should be executed in the plural years and should be analyzed.Further study on this will bring forth much more exquisite analysis.
These are utilized for constructing a much more effective and useful plan building.Although it has a limitation that it is restricted in the number of research, we could obtain the fruitful results.To confirm the findings by utilizing the new consecutive visiting records would be the future works to be investigated.
the image of the Izu Peninsula as a tourist destination in their 2003 study "Questionnaire Survey on the Izu Peninsula."Kano conducted tourist behavior studies in Atami city in 2008, 2009, 2014 and in other years.

Figure 6 .
Figure 6.How do you feel about the image of the surrounding area at this shopping street?(Q3)

Figure 7 .
Figure 7.There are many old building at the age of nearly 50 years.Do you think we can still use them?(Q4)


/Friendly ~ Want to play  /Lively ~ New For these clusters, we can name them as follows from its components./Cheerful ~ Of the united feeling there is : used in the next Multiple Regression Analysis.
1) Scope of investigation: Residents and visitors who have visited four big festivals at Fuji city in Shizuoka How often do you come to this shopping street?(Q1) Everyday 21.2%,More than 1 time a week 17.2%,More than 1 time a month 22.7%,More than 1 time a year 26.8%,First time 3.0%,Not filled in 4.1% How do you feel about the image of the surrounding area at this shopping street?(Q3) Beautiful 51.2%, Ugly 48.8%,Of the united feeling there is 44.3%, Scattered 55.7%,Varied 38.5%, Featureless 61.5%, New 37.1%, Historic 62.9%, Full of nature 37.1%, Urban 62.9%, Cheerful 44.1%, Gloomy 55.9%, .