Factors Influencing the Development of a Local Festival in a Rural Area:A Case Study of the Yadoriki Wintersweet Festival in Matsuda Town, Kanagawa Prefecture

Abstract

The Yadoriki Wintersweet Festival has been held in Yadoriki District, Matsuda Town, Kanagawa Prefecture since 2012, following the planting of wintersweet trees as part of efforts to rehabilitate abandoned land and promote regional revitalization. Over the years, the number of festival visitors has steadily increased. This study examines the factors influencing the development of a local festival in a rural area, using the Yadoriki Wintersweet Festival as a case study. It draws on interviews with local government officials, residents, and festival vendors, along with an analysis of promotional materials. The findings indicate that the development of the festival can be attributed to two main factors: promotional effects and organizational responses by the organizers. Promotional effects include the display of wintersweet flowers, distribution of posters and flyers, and mass media coverage. Meanwhile, organizational responses include increasing the number of vendors and improving the festival program.