open access

https://hdl.handle.net/2115/44106

Formation of regional brand in the background of Food Culture and use as tourist resources : A Case Study the Sapporo soup curry

日本語

2010-09-24

ii, 119 p.

In the present study, it aims to assume the case food in the region of Sapporo soup curry that comes to be known widely in the inside and outside in the region in recent years, and paid attention to as tourist resources, and to clarify the following respect. 1) Clarify an established background to the inside and outside of the region of the Sapporo soup curry. Analyze it from the brand identity, the brand image in the corporate brand theory, and the aspect of sharing the context. 2) Examine the strategy that uses the food culture in other regions to go sightseeing and to promote the region from the above-mentioned result. As the background of the research, the case that has succeeded in the use in recent years of food in the region to go sightseeing and to promote the region increases, and attention has gathered in the food culture in these regions. And, such a approach is often discussed as a regional brand. However, because the previous work that clarifies a theoretical background through the theory of the corporate brand is a little, it is necessary to accumulate the research. Moreover, it is pointed out that there are a lot of difference points, too between a corporate brand and regional brand, and it is also important for the regional brand theory in the future to clarify these. Therefore, it did, the Sapporo soup curry was chosen as a case, and it analyzed it from the frame of context branding in the corporate brand in the present study. In Chapter 1, the background of the research and the flow of the purpose and the main discourse were arranged. In Chapter 2, the review of the previous work by the document and the hypothesis were presented. In Chapter 3, the case research into the soup curry was executed. There are roughly separately two survey content, and, first of all, one is the media researches into the document and the newspaper and the magazine, etc. Another is a questionnaire survey to the resident in the region,and it is an investigation of the interview to people who relate to the Sapporo soup curry. In Chapter 4,the process that the Sapporo soup curry accepted to the inside and outside of the region was considered with the frame of the brand theory based on the previous work in Chapter 1 and the data of Chapter 3, and the hypothesis was verified. In conclusion, it became clear as follows two. The first is for the brand image to have shared first of all in the region as for the Sapporo soup curry, and for it to become the brand identity of a regional brand, to be accepted outside the region, and to be evaluated. Secondarily, it doesn't have the subject to which the Sapporo soup curry promotes the brand, and The Sapporo soup curry doesn't have the historic backdrop. However, the brand image is shared in the region. As the reason, The Sapporo soup curry has abundant contexts, and the Sapporo soup curry that the brand communications in the region were actively done.

修士(観光学)

修士論文

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