パートナーシップ契約を通じた東京2020の事前合宿誘致プロセス

豊岡市とドイツボート連盟のリレーションシップ・マーケティング に着目して

抄録

The purpose of this study was to clarify the invitation process of the pre-games training camp for Tokyo 2020 through the partnership agreement, focusing on relationship marketing between Toyooka City and the German Rowing Federation. We conducted a semi-structured interview with the key informant who was a city worker in charge of the pre-games training camp and the partnership agreement in Toyooka City. The main interviewed items consisted of background, decision-makers and stakeholders, content, project systems, and strategic processes. Also, we used the four-stage process model regarding relationship marketing; 1) the formation of relationship marketing, 2) management and governance of programs, 3) evaluations of program performance outcomes, and, 4) relationship evolution and enhancement (Parvatiyar and Sheth, 2000). The main results could be summarized as follows. First, Toyooka city received a partnership agreement proposal from the GRF, which stipulated that 1) Toyooka City would provide financial support to the GRF and 2) the Toyooka City logo would be placed on uniforms, training apparel, and rowing equipment of the German national rowing team. The pre-games training camp through the partnership agreements was cheaper than conventional camps. Toyooka City had a clear objective of increasing inbound, so the partnership agreement was easy to accept the understanding of their citizens and parliament. Second, it was revealed that this new form of camps builds the relationships besides sport. To be specific, it was confirmed the economic impact in the tourism industry. Lastly, Toyooka City not only intends to sustain its relationship with Germany after 2020, but it will also try to bid for international competitions such as the World Championships. These strategies will maximize the value of the pre-games training camps.