As this book has the limited numbers of chapters and pages, many important issues remain unanalyzed. This chapter picks up and roughly discusses some of them for the future analyses in more analytical ways. The focuses are placed on how to apply the data scientific methods to the analyses of public voice, claims and behaviors of tourists, customers and the general publics by using the big data already acquired and stored somewhere.
TopNeed Of Conceptual Analysis Of Hospitality Using Big-Data Analysis Method
Hospitality is important in tourism (Tom & Clayton, 2006; Walker, 2007; Hallin & Mamburg, 2008). Indeed, many tourism organizations stress hospitality strategies (Olsen & Roper, 1996). But its meaning remains unanalyzed at present at least in Japan (for “hospitality”, see KEY TERMS AND DEFINITIONS, below).
At the IOC (International Olympic Committee) Meeting 2013 in Buenos Aires, Japan succeeded in inviting Olympic Game 2020 to Tokyo over the competing cities (Istanbul and Madrid). The top keyword used by Japanese delegates was “omotenashi” for the purpose to characterize the merit of Tokyo. In this meeting, the delegate used the word “omotenashi” to mean the hospitality. According to the Japanese dictionaries, however, “omotenashi” does not mean the warm and considerate hospitality or kind welcome. This “misuse” of the word reflects the absence of the concept of hospitality among the Japanese delegates and possibly Japanese service businesses including tourism industries.
This word is not often used in Japan and therefore was perceived as a sort of novel word. As a “new” word, “omotenashi” was selected as one of The Word(s) of 2013. Every yearend, one new or almost new popular word is selected as The Word of the Year. In 2013, an interjection “zje, zje, zje” with the meaning “ah” or “oh” was extremely popular, originally a dialect in a small fishing village along Sanriku Coast in Tohoku, which was badly damaged by Tohoku Mega-quake and Tsunami in 2011. Although this interjection was originally used only in a small fishing village along Sanriku Coast in Tohoku, many people began to use it as the influence of a TV program. Its nationwide use led to the explosive increase of tourists to this small village (dialect tourism, disaster-inquiry tourism, consolatory tourism, or sympathy tourism). The proposed policy to reconstruct Sanriku or Tohoku area by tourism (Masuda, 2011; Nishimura, 2011; Ohsumi, 2011) seemed successful. Using “zje, zje, zje” to express the sympathy for Tohoku, many people expected “zje, zje, zje” to be selected as The Word of 2013. This was only half realized. For the first time, however, four words were selected as The Word of 2013 (single word) to change to The Word’s’ of 2013 (several words) in order to include “omotenashi” among them. A question is whether “omotenashi” means the hospitality or not.