2019 Fiscal Year Annual Research Report
The opportunity development for the role of Japanese food overseas as an ambassador for tourism marketing
| Project/Area Number |
18H03463
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| Research Institution | Ritsumeikan Asia Pacific University |
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Principal Investigator |
リー ティモシー 立命館アジア太平洋大学, アジア太平洋学部, 教授 (20635495)
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| Co-Investigator(Kenkyū-buntansha) |
李 美花 大阪成蹊大学, マネジメント学部, 准教授 (30626289)
尾家 建生 大阪府立大学, 研究推進機構, 客員研究員 (30441124)
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| Project Period (FY) |
2018-04-01 – 2021-03-31
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| Keywords | Japanese foods / Destination image / Tourism marketing / Collaboration / Healthy food |
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| Outline of Annual Research Achievements |
The researchers in the research project have successfully conducted the fieldwork activities as planned. The three members in the research project have met major stakeholders (restaurant owners, marketers, and diners) in the Japanese Restaurant industry in several countries (Russia, UAE, China and Malaysia) to conduct interviews. Also, questionnaire surveys were carried out to investigate Japanese restaurant diners' interest in Japanese culture derived from their experience of eating Japanese food. From the survey, the researchers discovered that Japanese food plays an important role in enhancing foreigners' interest in Japanese culture. The interview questions were focused on the perception of Japanese food served at overseas restaurants.
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| Current Status of Research Progress |
Current Status of Research Progress
2: Research has progressed on the whole more than it was originally planned.
Reason
The researchers could make progress in conducting stakeholder interviews and questionnaire distributions in several countries as planned. We have also managed to present research outcomes from the project at two international academic conferences as planned. However, due to the unexpected pandemic of COVID19, the researcher could not conduct field surveys in Brazil and South Africa. As such, the researcher could not make as much progress as originally planned.
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| Strategy for Future Research Activity |
If possible, we plan to complete distributing questionnaire surveys in Brazil and South Africa, submit research outcomes to international academic journals, and publish a book at the end of the research period. The project will continue to accomplish the following objectives: (a) Understand how much impact Japanese restaurants overseas makes in taking the diners’overall interest in Japanese food and culture and (b) Do those diners have a higher level of interest in visiting Japan? If so, how interested are they to visit Japan?
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Research Products
(2 results)
