2016 Volume 14 Issue 4 Pages 343-346
Many relatively small shopping streets in Japan are progressing decline by opening of large-scale suburban stores. The aim of this study is to detect the characteristics of visitors in a local shopping district by comparison with the visitors in a large-scale commercial facility, and to propose activation measures of a shopping district around West Hiroshima Station where a lot of vacant stores exist. We conducted questionnaire surveys of customers both in a local shopping district and in large-scale suburban stores. In a cross-analysis, we found the frequency of visiting to the local shopping street is higher, and users often visit on foot or by bicycle. On the other hand, the frequency of visiting to the large-scale shopping mall located about five kilometers west of Hiroshima Station is lower, and many consumers use the private car. In addition, we performed regional evaluation study, which includes 9 evaluation items in each area. A shopping district around West Hiroshima Station showed a high reputation in the field of "correspondence of the people is kind." However In other items, large-scale suburban stores was the result of more than a West Hiroshima Station.
