プレイス・ブランディングにおける文化の研究

～訪日客の地方分散に関する問題意識～

抄録

In global tourism competition among countries, regions and cities, place branding has become one of significant role. A joint report by United Nations World Tourism Organization (UNWTO) and European Tourism Commission (ETC) remarks that place branding will be increasingly important and valuable. However, very little attention has been paid to place branding in Japan partly because place branding is more often argued within the framework of “Chiiki Brand” than its universal principle itself. This exploratory research revealed significant differences between place branding and “Chiiki Brand” after carried out quantitative research to 141 dissertations relating to place branding throughout the world. One of the key findings is that culture plays a pivotal role in place branding.