open access

https://hdl.handle.net/2115/53750

How to Consider the Formation and Development of a Regional Brand : Focusing on Tourism Marketing

日本語

2004-12-10

北海道大学大学院国際広報メディア研究科, 北海道大学言語文化部

大学院国際広報メディア研究科言語文化部紀要

47

27-45

The purpose of this research is to present a brand theory as the framework for the promotion of industries in the region. This research paper focuses primarily on the relation between tourism marketing and the regional brand theory. However. the results of this research can be applied to not only the tourism industry but also on the whole to the industries in the region. such as the farm products industry. the manufacturing industry. and so on. The content of the discussion is as follows. First. it explains the micro/macro classification in marketing research in order to clarify the concept of "tourism marketing in the region." Next, the structure of the interrelation between "regional brand" and tourism is clarified. This paper discusses a concrete case of a brand from the Hokkaido region: it is shown that a layered structure exists between a regional brand. a product brand. and a corporate brand. In conclusion. a co-ordination between the visions of a micro actor and macro actor is necessary for the success in the tourism marketing. This study refers to the formation of a regional brand and the necessary development.

学術雑誌論文

Version of Record

1347-0280

AA11546409