Kyushu Economic Research Association and CCC Marketing Research Institute jointly announce the effects of the opening of the Nishi-Kyushu Shinkansen
2022.11.24
Press Releases
Kyushu Economic Research Association / CCCMK Holdings Co., Ltd. / CCC Marketing Research Institute
- Utilizing DATASALAD and T-Point data to revitalize the local economy -
The Kyushu Economic Research Association (Headquarters: Fukuoka City, Fukuoka Prefecture; Chairman: Naoto Takagi; hereinafter referred to as "Kyukei Research Association") and CCCMK Holdings Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Yoshinori Takahashi) have jointly analyzed the number of visitors, accommodation facility occupancy rates, and changes in visitor profiles in the area of stations where the Nishi-Kyushu Shinkansen opened (around Takeo-Onsen Station, Ureshino-Onsen Station, Shin-Omura Station, Isahaya Station, and Nagasaki Station) one month after the opening of the Nishi-Kyushu Shinkansen, which opened on Friday, September 23, 2022, and announced the results.
■Background of the initiative
With the opening of the Nishi-Kyushu Shinkansen, expectations are high that it will revitalize the local economy and increase the number of tourists. Kyushu Economic Research Institute, a leading information hub in western Japan that provides a wide range of services and activities, utilized DATASALAD, a Kyushu regional economic analysis platform that can collect and analyze open data and big data, to examine changes in the number of visitors and the occupancy status of accommodation facilities one month after the service was opened. Additionally, CCC Marketing Research Institute analyzed the characteristics and profile of visitors based on data from T-Points, which are used by approximately 70 million people nationwide.
Kyushu Economic Research Institute and CCC Marketing Research Institute are working to utilize the data they each possess for the benefit of the local economy, and this announcement is part of that effort. By combining the analytical results of both companies, it is possible to capture changes from both the macro perspective of the market and the micro perspective of visitors, making it possible to conduct a comprehensive analysis of the local economy.
■ Analysis of the Nine Economics
Using September 23, 2022, the date the Nishikyushu Shinkansen opened, as the starting point, we analyzed the changes in the number of visitors (outing index), calculated based on smartphone location information, and the occupancy rate of accommodation facilities (accommodation occupancy index), calculated based on vacancy information posted on accommodation booking sites, by municipality for the one month after the opening (September 23, 2022 to October 22, 2022) and the same period last year (September 24, 2021 to October 23, 2021).
・Increased number of visitors to municipalities along the railway line with high tourism demand
According to the Odekake Index, the number of visitors (visitors from outside a 20km radius who are not commuting to work or school) in the month after the opening increased by 90% in Takeo City, 73% in Ureshino City, and 66% in Nagasaki City. In addition to the effects of the commemorative events held on the first day of opening, the increasing trend continued the following day and beyond, especially in Takeo City.
・Diffusion to surrounding areas is uneven
In the western Kyushu area, including the surrounding areas, the number of visitors to Sasebo City and Imari City also increased during the same period. On the other hand, growth has been sluggish in Kashima City and Tara Town in Saga Prefecture, which are along the conventional line, as well as Arita Town in Saga Prefecture and Hasami Town in Nagasaki Prefecture, which are adjacent to Takeo City.
・Accommodation occupancy rates are increasing, including in the surrounding area
According to the accommodation occupancy index, accommodation occupancy has increased throughout the Western Kyushu area, with few vacant rooms. Occupancy rates have also increased significantly in Nagasaki City, where there is a large supply. Nationwide travel support is also helping.
■ Analysis by CCC Marketing Research Institute
Using September 23, 2022, the date the Nishikyushu Shinkansen opened, as the starting point, we analyzed changes in users in the area of the Nishikyushu Shinkansen stations (excluding residents of the area) after the Nishikyushu Shinkansen opened, using data on T-Point usage within 1.5 km of the stations where the Nishikyushu Shinkansen opened for one month after the opening (September 23, 2022 to October 22, 2022) and the same period last year (September 24, 2021 to October 23, 2021).
・Users of the area where the Nishi-Kyushu Shinkansen line will open will be middle-aged men and women (40s to 60s) who love to travel.
On his days off, he likes to go out with his spouse or family and is very active, enjoying the things he likes with care. His hobbies are domestic travel, photography and videography, and he also enjoys alcohol. When it comes to his favorite alcoholic beverages, he is the type who actively likes to try limited edition premium line items and new products.
・Increase in visitors from the Kanto area, centered around Tokyo
Within the Kyushu area, there is a growing trend in visitors from Fukuoka, Kumamoto, Oita, and Kagoshima prefectures.
・There is a tendency for core fans to be "train lovers" and "vehicle lovers."
The "JR Timetable" is a distinctive purchase, and the purchase rate for "Rurubu Nagasaki" and "Mapple Nagasaki" is also high. Parenting magazines are also a popular choice, as they are also families raising children.
・Nagasaki Station and Isahaya Station are seeing an increase in visitors from outside Kyushu after the opening.
Among the newly opened stations, Nagasaki Station had the highest proportion of visitors from outside Kyushu, with visitors from the Kanto area increasing by 5.4 points. Next was Isahaya Station, with visitors from the Kanto area increasing by 3.9 points.
The two companies will continue to analyze data and work to visualize changes following the opening of the Nishi-Kyushu Shinkansen. We plan to hold a joint seminar in 2022 to help the local tourism industry and tourism administration. We will continue to use data to revitalize the region and consider actions to solve problems together with local residents.
■For details of the results of this analysis, please see below
■ Overview of the Kyushu Economics Survey
Name: Kyushu Economic Research Association, a public interest incorporated foundation
Established: October 25, 1946 (became a public interest incorporated foundation on April 1, 2013)
The Institute was established in 1946 through collaboration between industry, academia, and government with the aim of conducting comprehensive research and policy planning on the regional economy and industry of Kyushu, Okinawa, and Yamaguchi, as well as related projects, thereby promoting the growth of the regional economy and ultimately contributing to the development of Japan. The organization has a long history of conducting research and studies on the economy and society, primarily in the Kyushu, Okinawa, and Yamaguchi regions, as well as publishing statistical and research reports and journals that contribute to regional development as a form of "knowledge production."The second is the "accumulation of knowledge" of collecting economic data from both Japan and abroad, and the "exchange of knowledge" of holding seminars and lectures. Kyushu Keizai Cho is one of the leading information hubs in western Japan, combining these three functions and providing a wide range of services and activities.
■ Overview of CCC Marketing Research Institute
Name: CCC Marketing Research Institute (CCC Marketing Research Institute)
Established: July 21, 2020
It was launched in 2020 to realize consumers' "slightly nice" goals, based on consumer consumption data, insights, changes in mindset, as well as the social and economic environment.
As a "think tank that walks and thinks together with consumers," we strive to understand consumers' awareness, and based on their opinions, we will accompany you in creating your future through the power of "data," "creativity," and "consulting."
Materials related to this matter
Kyushu Economic Research Association and CCC Marketing Research Institute jointly announce the effects of the opening of the Nishi-Kyushu Shinkansen
Inquiries regarding this matter
CCC Marketing Co., Ltd. Public Relations
TEL: 03-6800-4464／cccmkpr@ccc.co.jp
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