This study discusses the structure of regional images of OGUNI Town and 11 other areas to create "community brand". The factor analyis was conducted in respect of the result of questionnaire survey regarding regional images. The analysis revealed that that the regional image is captured with three factors of the degree of culturedness, the degree of affinity, and the degree of quietness. When the regional images of 12 areas were compared, there were observed bias in evaluation of the four groups divided by gender and types of tourists, although some areas shared comparatively common and unique evaluations. Evaluation of OGUNI Town revealed biased values of four groups and no major feature was observed in the position of the factor space. It is recommended that the directivity of regional images is made clear and the design corresponding to that image be developed.
|Translated title of the contribution||A Study on the Structure of Regional Images for Creating Community Brand|
|Number of pages||1|
|Publication status||Published - 2005|