The opportunity development for the role of Japanese food overseas as an ambassador for tourism marketing

• Project/Area Number: 18H03463
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Single-year Grants
• Section: 一般
• Review Section: Basic Section 80020:Tourism studies-related
• Research Institution: Ritsumeikan Asia Pacific University
• Principal Investigator: LEE Timothy 立命館アジア太平洋大学, アジア太平洋学部, 教授 (20635495)
• Co-Investigator(Kenkyū-buntansha): 尾家 建生 平安女学院大学, 国際観光学部, 教授 (30441124) ; 李 美花 大阪成蹊大学, 経営学部, 准教授 (30626289)
• Project Period (FY): 2018-04-01 – 2021-03-31
• Project Status: Completed (Fiscal Year 2020)
• Budget Amount: ¥8,190,000 (Direct Cost: ¥6,300,000、Indirect Cost: ¥1,890,000); Fiscal Year 2020: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000); Fiscal Year 2019: ¥3,510,000 (Direct Cost: ¥2,700,000、Indirect Cost: ¥810,000); Fiscal Year 2018: ¥3,640,000 (Direct Cost: ¥2,800,000、Indirect Cost: ¥840,000)
• Keywords: Japanese cuisine / Tourism marketing / Destination image / Intention to visit / Japanese food / Food tourism / Destination marketing / Healthy food / Country image / Japanese foods / Collaboration / Japanese culture / Stakeholder

Outline of Final Research Achievements

The number of Japanese restaurants in most overseas countries has been increasing in recent years. People overseas who taste Japanese food in their countries have higher level of motivation and interest to visit with many reasons. Japanese food culture is transformed and developed into her food culture in other countries and regions. Japanese restaurants in different countries also adopt localized culture and style to meet local needs and tastes.

Academic Significance and Societal Importance of the Research Achievements

The research focused on (1) Theorizing the relationship between Japanese cuisine and destination marketing (2) Theorizing strategic approaches to use Japanese cuisine sold overseas as a tourism marketing tool to contribute to inbound tourism in Japan.

Research Products

• [Journal Article] 中国北京における日本食レストランの実態と役割 (2021)
  • Author(s): LEE Mihwa
  • Journal Title: 大阪成蹊大学紀要 Volume: 7 Pages: 15-23
  • Peer Reviewed
• [Presentation] Role of overseas Japanese restaurants from inbound perspective (2019)
  • Author(s): Lee Timothy, Lee Mihwa
  • Organizer: The 2nd GLOSITH Conference (Global Congress of Special Interest Tourism & Hospitality).
  • Int'l Joint Research
• [Presentation] Features and role of overseas Japanese restaurants (2019)
  • Author(s): Lee Mihwa, Lee Timothy
  • Organizer: The 2nd ICOHOTH Conference (International Congress of Health-Oriented Tourism & Hospitality).
  • Int'l Joint Research
• [Presentation] Japanese restaurants tourism resources abroad: A focus on the current status of Japanese Restaurants in Italy (2019)
  • Author(s): Lee, Mihwa
  • Organizer: The 29th CAUTHE Conference
  • Int'l Joint Research
• [Presentation] Japanese foods as a marketing tool for inbound tourism to Japan for successful hosting of 2020 Tokyo Olympic Games (2018)
  • Author(s): Lee, Timothy
  • Organizer: The 40th Foodservice Management Society of Korea Conference
  • Int'l Joint Research / Invited