2009 Fiscal Year Final Research Report
Brand Building of Agricultural Produce in Hilly and Mountainous Areas
| Project/Area Number |
19580258
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Agro-economics
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| Research Institution | University of Shizuoka |
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Principal Investigator |
IWASAKI Kunihiko University of Shizuoka, 経営情報学部, 教授 (40315213)
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| Project Period (FY) |
2007 – 2009
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| Keywords | 緑茶 / ブランド / 中山間地域 / ツーリズム / 産地 |
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| Research Abstract |
To revitalize the green tea producers in hilly and mountainous areas, we propose a shift in the perspective from "Selling green tea" to "Marketing the place which has green tea". For marketing the place, tourism has become one of the best ways. This study aims to get implications for the brand building of green tea place of hilly and mountainous areas using tea related-tourism. For this purpose, we have conducted a quantitative consumer survey, and we discuss implications of the result.
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