Exploring the Relationship between Place Branding and Disaster Recovery Potential

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  • プレイス・ブランディングと潜在的復興力の関係の探究

Abstract

<p>Building of disaster-resilient local communities by improving soft power has become an issue in recent years. Therefore, this study utilizes knowledge of place branding and presents a comprehensive model in which disaster recovery potential is the criterion variable. In addition to social capital (SC), discussed in the context of local disaster prevention, the model also includes place attachment (PA) and natural equities. For the analysis, we first extracted the constructs of disaster recovery potential by exploratory factor analysis and then examined the reliability and validity of each variable by confirmatory factor analysis. Subsequently, we tested the hypothesized model using structural equation modeling. The results of this modeling showed that SC and PA directly affect disaster recovery potential, and that SC also indirectly affects disaster recovery potential through PA. The results also suggested that natural equities foster SC and PA and may indirectly affect disaster recovery potential. In conclusion, the results indicate that interactions using natural equities could foster disaster recovery potential by cultivating bonds between residents and places. Furthermore, a multi-population path analysis by city and county suggested regional differences in some parameters.</p>

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