2021 Volume 24 Pages 91-99
This study employs a value co-creation marketing approach to investigate as to why Japan despite of having rich tourism resources such as the Komagawa Shopping Center, which the Chinese people find attractive, cannot optimally use them. The Chinese tourists believe that Japan has not being taking enough efforts. However, in our opinion, this is because the shopping centers have been operating based on their own values and the traditional Japanese-style marketing strategy. The value co-creation marketing approach used in this study is structured with the contextual values that the customers determine in their living space–time as its starting point. Our survey methodology comprised fieldwork at the shopping center, surveys of Chinese tourists, and interviews with the shopping center promotion association. We then proposed the measures that need to be taken to commercialize tourism resources aimed at Chinese tourists.
