長崎県のレジャー市場に関する一考察  [in Japanese] A Study on the Leisure Market in Nagasaki(Tourism)  [in Japanese]

近年、外食市場はレジャー市場において枢要な地位を確立している。本研究では、長崎県佐世保市を研究対象とした外食市場の実証分析を通して、地方都市におけるレジャー市場の一斑を解明することを主眼とした。具体的には、外食の中でも比較的娯楽性が高いと思われる近年流行の「ランチバイキング」に注目した。競合分析、顧客分析を中心に、当該地域市場の外部環境が明らかとなった。

It is said that in recent years the restaurant industry has established an important business system in collaboration with the leisure and entertainment industries in Japan. How this system operates and under what initiatives, however, is not well known. Therefore the purpose of this research is to clearly explain this system and its operation. The subject area I have chosen is the restaurant market of the city of Sasebo in Nagasaki Prefecture. Logically, I have chosen those buffet restaurants that market their food with a high degree of entertainment. In the process of this research, I analyzed the market strategy that seems to have been most successful, and customer characteristics that seem to have set the trends for the restaurant business in the city of Sasebo. Through this research a portion of the status quo of restaurant business in a local municipality has been understood. The findings of that analysis have are summarized below: 12 such buffet restaurants exist in the Sasebo city area and were included in this research. Firstly, a bipolarization trend in terms of pricing and food quality was also found in the Sasebo area. This trend is common throughout Japan. However, the pricing practice of the Sasebo area seems to have taken into consideration a wide swath of the local populations' incomes, and therefore the pricing was set low and has attracted a multitude of customers. Concerning mass marketing establishments, large size national chain stores have become able to attract a multitude of customers, but medium to small local business establishments are in an intense competition with these "giant" national restaurants and challenge that dominance. As for the tourists/customers from distant areas they tend to concentrate in highly accessible establishments. It is said that in recent years the restaurant industry has established an important business system in collaboration with the leisure and entertainment industries in Japan.