Recently, in many shopping streets, vacant shops have been increasing due to changes in consumer behavior, aging of merchants. Also, because of the evolution of the internet and transportation, consumers can purchase products quickly and easily through the internet and supermarkets. As a result, consumers no longer need to go shopping directly, so it is expected that in the future, consumers will no longer go to shopping streets to purchase products. Accordingly, the survival of shopping streets is threatened.
On the other hand, in the previous study, it is argued that the revitalization of a shopping street is desirable in the city as an attractive place where people can relax. The Ministry of Economy, Trade and Industry of Japan also announced that creating a shopping street as an attractive place could contribute to an increase in the number of visitors and the activation to consume.
In this research we collected case study of Hondori shopping street in Fukuyama city which have removed the arcade and conducted Environment Improvement of Commercial Streets. We also quantitatively investigated the effects of street improvements in shopping districts by questionnaire survey of the satisfaction level of merchants and visitors concerning said improvements. To evaluate the effect of improvement in shopping streets, the merchants' changes in continuation awareness were observed, and the visitors were inquired about the changes in the shopping streets' image and changes in their visit awareness as visitors. This study is conducted as follows.
1) We clarify the demographics of respondents through a questionnaire at the Hondori shopping street.
2) Based on the results of the questionnaire, we clarify the satisfaction level following shopping street improvement, changes in image, and changes in the awareness of merchants and visitors.
3) We clarify the relationship between variables by factor analysis and correlation analysis and analyze how shopping streets improvement affects the changes in the awareness of merchants and visitors
4) We suggest a Structural Equation Model(SEM) using AMOS25.0 and describe the relationship between shopping street improvement and changes in visitors' awareness.
The result is as follows. The merchants were satisfied with the improvement of the shopping streets at three points or higher. It was clarified that the continuation awareness was generally positively changed. As a result of regression analysis, it cannot be said that commonplace management such as the removal of arcades affects the changes of continuation awareness in merchants, but correlation analysis shows that commonplace management is related to changes in the atmosphere of shopping streets. The result of the questionnaire for visitors showed that the satisfaction level about street improvement was all 3 points or more. In other words, visitors were satisfied with the shopping street improvement and it became clear that the image became more positive. Among the improvements, it was found that the improvement of the landscape had the greatest influence on the changes in visitors' awareness. On the other hand, the changes in the image were divided into three factors: Activity, Openness, and Diversity. Also, it was discovered that the changes in the image affected the changes in visitors' awareness. As a result of the SEM, it became clear that the changes in the image and the satisfaction level by shopping street improvement had a strong correlation with each other and also affected the change in visitors' awareness.