地域ブランド構築のための地域イメージの構造に関する研究: 熊本県阿蘇郡小国町をケーススタディとして

This study discusses the structure of regional images of Oguni Town and 11 other communities in kyushu to create "Community Brand". It was found that an emphasis was attached to "good images of the whole area" in selecting and designating the scenic sites. Questionnaire surveys were conducted among the residents, general public and visitors in respect of the images projected by Oguni Town, and also among the general public in respect of twelve communities. The factor analysis was conducted of the results obtained. The analysis revealed that the images of communities were captured by the three factors of standard of culture, degree of friendliness and of quietness. According to the former analysis, the general public and visitors held higher esteem for Oguni Town than the residents. The latter analysis revealed that there was a greater diversity among the general public when classified by gender and age, and that there was no remarkable characteristics in spatial factors. "Cryptomeria", "hot spring" and "milk from Jersey cows" were cited at high frequencies as the objects or images associated with Oguni Town. They may contribute to structuring of good regional images if skillfully utilized as the focal points.