DEVELOPMENT OF METHODS TO INTRODUCE BOTTOM-UP PLACE BRANDING BY BOTH LOCAL GOVERNMENTS AND LOCAL BUSINESSES

−Through workshops in Tokyo Akigawa Valley−

Abstract

This research aims to show an effective way of Tourism Regional Development through workshops for place branding. Seven workshops were conducted to plan new tourism facilities in Akiruno city, Tokyo. Resultantly, sharing the region’s images among participants, raising their awareness of place branding, and organizing the advantages and issues of place branding are suggested as the primary roles of workshops. Particularly, involvement of active local business operators in workshops is suggested to be important. Also, senses derived from local lifestyles are argued to be the key to effective differentiation of regional resources related to environments, local specialties and human exchange.