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Japan's domestic travel and tourism industry expenditure has been declining gradually since 1998 (from 33.5 in 1998 to 21.6 trillion JPY in 2016). Our research purpose is to construct a data analysis model to transform the collected data to a meaningful graphical format by using big data analytics techniques to discover anomalies and sustainable development possibilities for economy and tourism of Japan's rural areas, with a particular focus on the prefecture of Hokkaido, subprefecture of Okhotsk. To strengthen the reliability of this model we apply popular Monte Carlo simulation combined with Bayesian statistic and implement it on an Apache Spark platform to acquire results within the span of the study. Through this research, we focus on observing and analyzing interests, expectations and tendencies of Japanese people living in rural areas. From such collected information, we can obtain reasons for the decline of this sector’s impact on Japan’s economy. Measuring public awareness has become more efficient since the content generator role has been passed on to ordinary people. Therefore, the analysis of Big Data with the use of data science techniques has become important to comprehend human behavior from multiple points of view, including the scientific, economic, political, historical and sociological.

Big data analytics - towards the enrichment of content tourism for revitalization of Japanese rural area