2023 Fiscal Year Final Research Report
Quantitative Analysis of Effectiveness of Experience Value Marketing in Regional Resource Management
| Project/Area Number |
20K06279
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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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| Review Section |
Basic Section 41020:Rural sociology and agricultural structure-related
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| Research Institution | Chukyo University (2023)
Shimane University (2020-2022) |
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Principal Investigator |
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| Project Period (FY) |
2020-04-01 – 2024-03-31
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| Keywords | 地域資源 / マーケティング / 経験価値 / 質問紙調査 / 定量分析 |
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| Outline of Final Research Achievements |
This study quantitatively examines how experiences are provided and how they form value in various aspects of regional marketing. As a result, it was found that, travel experiences, hot springs, content tourism, museum, souvenir shop, and day-trip hot spring spa provide various experiences that recognized by demand-side stakeholders or valued by supply-side stakeholders. Furthermore, it was shown that those experiences are linked to the positive evaluation and intention of consumers or supplies.
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| Free Research Field |
農業経済学
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| Academic Significance and Societal Importance of the Research Achievements |
経験による価値の付加は有効性が実証的に確認されているものの，地域資源が提供する経験に関しては十分に検証がなされていなかった．本研究では，需要側あるいは供給側のステークホルダーを対象とした質問紙調査のデータを統計的に分析し，さまざまな地域資源における価値ある経験を網羅的に捕捉した．さらに，これらに基づいて地域マーケティングのさまざまな戦略を提案した．以上の成果は，新規性と有用性が高く，学術的かつ社会的な意義をもつといえる．
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