2017 Fiscal Year Final Research Report
A Study on the Approach to Build the Regional Brand on the Tourism Destination
| Project/Area Number |
15K01968
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Tourism Studies
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| Research Institution | Rikkyo University |
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Principal Investigator |
HANYU Fuyuka 立教大学, 観光学部, 教授 (40302971)
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| Research Collaborator |
HONMA Yuko
LEE Jihee
TAGAMI Junko
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| 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 |
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| 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.
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| Free Research Field |
観光計画・地域計画
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