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Research paper−190−Synthesiology - English edition Vol.5 No.3 pp.190-200 (Dec. 2012) Hence, in April 2009, in a typical spa resort area in Kinosaki, we started a project aimed at the practical realization of implementing technology to continuously and quantitatively observe tourists’ activities.In this study, a general theory of an objective sightseeing area or “open service field” is defined. The reasons for the difficulties encountered in conducting the survey on the open service field are then explained. Next, we present our approach to providing incentives in our research system in order to avoid the known difficulties. We then explain the open service field point of service (POS), which we developed ourselves.[5]-[7] Finally, we consider the interaction of local concerned parties and engineering experts, which played an important role in the practical realization trial.2 Pedestrian survey on the sightseeing area2.1 Definition of “open service field”We generalize and specify sightseeing areas based on the following conditions:1.Many small-sized service providers exist competitively in adjacent areas. They have equal footing; no master-servant relationship exists among service providers. 2.The service field has no fixed entrance or exit; thus, customers may enter and exit from anywhere. Service providers are not aware of customers’ entering and exiting.1 Purpose of this study - Optimum design loop for service quality improvement:The service industry accounts for 70 % of Japan’s gross domestic product (GDP). Therefore, it is important to improve productivity in this industry to revitalize Japan. To accomplish this objective, it is necessary to introduce an optimum design loop to enhance service quality based on actual data, replacing the traditional method of attempting to improve service quality based on hunches and experience.[1] In general, sightseeing areas conduct promotional events every year in an effort to attract more tourists. However, objective data are rarely collected to assess the impact of scheduled events on tourism. Promotional events and investments are selected based on hunches and experience, making it difficult to focus on more effective events and cancel events for which the impact is uncertain. This may lead to an increase in the number of events and is a major concern for the parties involved. In this case, it is necessary to create an optimum design loop in order to invest more resources in highly effective events, and the loop must be maintained on a long-term basis.Sightseeing areas are designed to provide people with particular tastes and experiences.[2][3] Therefore, fluctuations in the number of people and their movements in these areas are taken into account. However, pedestrian surveys[4] conducted in the past showed that there are difficulties in creating the loop on a broader scale on a mid- to long-term basis (primarily due to high costs). It is also difficult to investigate each event. - An Open Service Field behavior survey technology-Every year, actions are taken to attract more visitors to sightseeing areas, yet the effects of these actions are rarely evaluated. Basic data for assessing effects can be obtained by measuring the change in visitation patterns upon the introduction of actions. We did not have the technology, however, to track the migration behavior quantitatively and successively with reasonable cost. To address this problem, we developed an Open Service Field Point of Service (OSF-POS) method that is practical and cost-effective. A case study of this method for the Kinosaki spa resort (Hyogo Prefecture, Japan), highlighting collaboration with local authorities, business circles, and engineering experts, is reported in this paper.Evaluating the effects of actions taken to attract visitors to sightseeing areasKeywords : Open Service Field, pedestrian research, questionnaire survey, POS[Translation from Synthesiology, Vol.5, No.3, p.179-189 (2012)]Yoshinobu YamamotoCenter for Service Research, AIST 2-3-26 Aomi, Koto-ku 135-0064, Japan E-mail: Original manuscript received February 9, 2012, Revisions received May 7, 2012, Accepted May 9, 2012

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