Abstract
The main objective of this paper is to analyze the development factors of farmer's markets in relation to local revitalization. On the basis of analysis of producer/consumer questionnaire surveys, the following results were identified: (1) Farmer's markets have 11 functions, including a local development function. (2) This local development function can be characterized as a 'hospitality function.' (3) This hospitality function consists of a health improvement function on the producer side and an entertainment function on the consumer side. (4) The following five points are important in ensuring the hospitality function of a farmer's market: a supply of fresh farm products; trust in the farm products; safety assurance in the production of farm products! sales which include producer participation! and price control of farm products. (5) Due to the focus of recent agricultural policy in large-scale farmer promotion, small-scale producers marketing through farmer's markets faces difficulties. An agricultural policy that values small-scale farmers is necessary to contribute to local revitalization through the hospitality function of the farmer's market.
