VERIFICATION OF EFFECTIVENESS OF COMMUNICATION MEASURES FOR PROMOTING USE OF LOCAL STORES -CASE STUDY ON TOYOKORO TOWN-

Abstract

 In recent years, with the depopulation of local areas, local stores have been declining in various places. As a solution to this problem, individual communication measures for changing the con-sciousness and behavior of shopping at local stores are attracting attention. In this study, we conducted questionnaire surveys and interviews with store owners and residents of Toyokoro Town, Hokkaido, in order to quantitatively understand the degree of change in attitude and behavior of residents and store owners as a result of implementing communication measures to promote the use of local stores, and to qualitatively understand the current situation and challenges for the efforts of store owners of local stores.

 The results show that 1) store owners make various efforts and have various opinions about the administration, and 2) communication tools promote changes in attitudes toward local stores and place attachment, which positively affect the number of visits to local stores.