Application of cell phone users’ location data to visitor monitoring in natural parks: A case study of Mount Fuji

This study clarified the advantages and disadvantages of employing big data (cell phone users' location data), compared with data obtained using conventional collection methods, specifically within the context of visitor monitoring (e.g., trail-selection analysis including visitors to destinations in natural parks). This was accomplished based on a case study of Mount Fuji, using cell phone users' location data (CLD) generated automatically by NTT DoCoMo's mobile spatial statistics (MSS) service. The results indicated that, despite some limitations, MSS has the advantage of generating nationwide data 24 h a day, 365 days a year, unlike on-site questionnaire surveys, enabling the measurement of population dynamics during specific periods or times that are typically inaccessible through conventional survey methods. Analysis using the discrete-choice recreation demand model of the factors underlying the choice of mountain trails provided statistically significant results, while users' trail choice was found to be impacted by the number of cabins, the number of first-aid centers, and the trails' degree of congestion. Thus, it was concluded that CLD have significant potential for application to visitor monitoring. • CLD offer wide coverage and low bias but lack detailed visitor attributes. • CLD can measure demographics beyond the limitations of a questionnaire survey. • A limitation is limited demographic data and the inclusion of non-tourist individuals. • Trail choice depends on cabins, first-aid centers, and congestion levels. • DCTCM reveals factors influencing trail-selection.