| Budget Amount *help |
¥2,340,000 (Direct Cost: ¥1,800,000、Indirect Cost: ¥540,000)
Fiscal Year 2015: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2014: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Outline of Final Research Achievements |
City branding is a pivotal activity for marketing cities as hosts of conferences, as destinations of tourists, as places of domestic and international immigrants. Some indices for evaluating city brand are required in such a process. We proposed and applied a 24-item model for measuring city brand. We observed a highly-skewed distribution of city brand scores.
We conducted a national-sampled survey on the web for residents in 105 major cities and 4 regions in Tokyo area. Factor and hierarchical cluster analyses detect 4 types of cites: urban cities; rural cities: suburban cities; tourist cities.
We also conducted statistical analyses using over 30 city variables, ranging from 3Ts (Technology, Talent, Tolerance) to land price, within the theoretical framework of “creative city” developed by Richard Florida. We found that spatial embeddedness, high tolerance, natural capital, cultural capital and gastronomic amenities as well as creative industries contribute to city brand.
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