Formation Process of Management Awareness in the Kashima Central Commercial Area

Abstract

This study aimed to clarify management awareness in the central commercial area in the city of Kashima, Ibaraki prefecture. Located adjacent to the Kashima-jingu Shrine, the inclusion of tourists as a customer segment was discussed to revitalize the central commercial area. However, most shopkeepers still emphasized business for local customers. The aging of shopkeepers and shortage of manpower led to the formation of a status quo awareness. On the other hand, positive awareness of attracting tourists was born from a sense of crisis over the relative decline of the central commercial area. The good location of stores had an impact on management awareness in dealing with tourists, while stores that emphasized regular local customers did not necessarily want tourists to visit. In the future, it is forecast that businesses will be more oriented toward local customers rather than tourists, taking into account the awareness of the leaders of the central commercial area.