A Study on the Approach to Build the Regional Brand on the Tourism Destination

• Project/Area Number: 15K01968
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Tourism Studies
• Research Institution: Rikkyo University
• Principal Investigator: HANYU Fuyuka 立教大学, 観光学部, 教授 (40302971)
• Research Collaborator: HONMA Yuko ; LEE Jihee ; TAGAMI Junko
• Project Period (FY): 2015-04-01 – 2018-03-31
• Project Status: Completed (Fiscal Year 2017)
• Budget Amount: ¥3,250,000 (Direct Cost: ¥2,500,000、Indirect Cost: ¥750,000); Fiscal Year 2017: ¥390,000 (Direct Cost: ¥300,000、Indirect Cost: ¥90,000); Fiscal Year 2016: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000); Fiscal Year 2015: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
• Keywords: 観光地 / 地域ブランド / ブランド・アイデンティティ / ブランド・イメージ / ブランド要素 / 地域資源 / 観光資源 / コンセプト

Outline of Final Research Achievements

In this study, we revealed the framework of regional brand building through literature review and field research both at home and abroad.
The conclusions are as follow: 1) Regional brand building of destinations is a process that ‘Brand Identity’ built by elements such as name of place is highly recognized and evaluated by tourists. 2) The investigation indicated that tourist’s recognition of destinations is based not on particular image but on whole and abstract image. 3) If the tourist recognition is formed, it contributes to promoting diversification of tourist behaviors and to extending their stay time in destinations.