Effectiveness of Local Specialties as a Marketing Resource for Tourism Promotion

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  • B級ご当地グルメを利用した観光事業の展開方向に関する一考察
  • Bキュウゴトウチ グルメ オ リヨウ シタ カンコウ ジギョウ ノ テンカイ ホウコウ ニ カンスル イチ コウサツ

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Abstract

In this study, we investigated whether local specialties were effective marketing resources for tourism promotion. Correspondence analysis of data from a questionnaire survey conducted in Kuroishi city revealed the following. The ratio of tourists whose primary motive for visiting the area was local specialties increased with increasing distance from their hometown. Furthermore, a higher percentage of tourists were visiting the area for local specialties as opposed to just passing through on the way to other destinations around the city. Moreover, first-time visitors enjoyed passing through the area, while repeating visitors tended to enjoy staying there. These results suggest that considering differences in tourist preferences is important for tourism promotion

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