Recreational Value of Tokyo vs. Nagasaki: A Travel Cost Analysis

Tourism plays a vital role in Japan’s regional revitalization and economic sustainability. However, the sector faces dual challenges: overtourism in major cities and limited visibility of regional destinations. The COVID–19 pandemic further exposed the vulnerabilities of tourism–dependent economies and highlighted the importance of domestic travel, which accounts for most of the tourism-related spending in Japan. This study compares the recreational value of urban and regional tourist sites using the Zonal Travel Cost Method. Four attractions –Tokyo Skytree, Tokyo Dome City, Huis Ten Bosch, and Glover Garden – were analyzed. Mobile phone data provided prefecture-level visitation estimates, and travel costs were calculated based on transportation expenses and entrance fees. A log-log regression model was employed to derive consumer surplus and total recreational value. The results indicate that Tokyo’s attractions generate substantially higher economic value, driven by broader geographic appeal, stronger brand recognition, and the ability to overcome distance-related barriers. In contrast, regional sites depend on localized demandand face accessibility and visibility limitations. These findings underscore the need for demand–side policies and targeted regional promotion. By integrating big data with spatial economic modeling, this study offers a replicable framework for enhancing spatial equity and evidence-based tourism planning.