The opportunity development for the role of Japanese food overseas as an ambassador for tourism marketing

2020 Fiscal Year Final Research Report

• Project/Area Number: 18H03463
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Single-year Grants
• Section: 一般
• Review Section: Basic Section 80020:Tourism studies-related
• Research Institution: Ritsumeikan Asia Pacific University
• Principal Investigator: LEE Timothy 立命館アジア太平洋大学, アジア太平洋学部, 教授 (20635495)
• Co-Investigator(Kenkyū-buntansha): 尾家 建生 平安女学院大学, 国際観光学部, 教授 (30441124) ; 李 美花 大阪成蹊大学, 経営学部, 准教授 (30626289)
• Project Period (FY): 2018-04-01 – 2021-03-31
• Keywords: Japanese cuisine / Tourism marketing / Destination image / Intention to visit

Outline of Final Research Achievements

The number of Japanese restaurants in most overseas countries has been increasing in recent years. People overseas who taste Japanese food in their countries have higher level of motivation and interest to visit with many reasons. Japanese food culture is transformed and developed into her food culture in other countries and regions. Japanese restaurants in different countries also adopt localized culture and style to meet local needs and tastes.

Free Research Field

Tourism

Academic Significance and Societal Importance of the Research Achievements

The research focused on (1) Theorizing the relationship between Japanese cuisine and destination marketing (2) Theorizing strategic approaches to use Japanese cuisine sold overseas as a tourism marketing tool to contribute to inbound tourism in Japan.