緑茶とツーリズムの融合による茶産地のイノベーション (特集 ソーシャル・イノベーション)  [in Japanese] Innovation of Shizuoka tea industry by connecting green tea with tourism  [in Japanese]

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Abstract

今日、消費者のリーフ緑茶に対する需要が低迷し、多くの茶生産者、茶卸売業、茶小売業は停滞もしくは衰退の業況にある。とくに、全国一の茶産地である静岡の茶業界は、厳しい状況にある。茶産地静岡の活力維持のためには、従来の発想にとらわれない戦略的展開が不可欠になっている。そこで本研究では、従来の"静岡の緑茶を売る"という発想から、"緑茶のある静岡を売る"、すなわち、地域をマーケティングするという発想に転換し、緑茶とツーリズムとの融合による茶産地静岡のイノベーションの方向性を検討した。消費者に対する質問紙調査から得られたデータを用いて、緑茶とツーリズムを融合した茶産地マーケティングの方向性を分析した結果、"リラックス型の緑茶ツーリズム"の構築等の有効性が示唆された。緑茶にかかわるツーリズムが定着すれば、消費者の緑茶への愛着向上、茶産地のブランドイメージ向上等によって、緑茶の需要増加、茶産地の活性化が期待できる。\\nThe consumption of loose leaf green tea is decreasing year by year. So, many tea producers, tea wholesalers, and tea specialty retailers are in decline. In particular, Shizuoka tea industry, which is the largest in Japan, is in poor condition. Innovations are necessary to revitalize the industry. We propose a shift in the perspective from "Selling Shizuoka's green tea" to "Marketing Shizuoka which has green tea". It means that "marketing the place", not "selling the product". For marketing the place, tourism has become one of the best ways. This study aims to present implications for the innovation of green tea producers in Shizuoka using tea related-tourism. For this purpose, we have conducted a quantitative consumer survey. Results indicate that there is a large potential for tea-related tourism; and "Relaxation", "Communication with local people" and "Scenic green tea fields" are important factors in attracting consumers who would want to visit Shizuoka as a green tea place.

The consumption of loose leaf green tea is decreasing year by year. So, many tea producers, tea wholesalers, and tea specialty retailers are in decline. In particular, Shizuoka tea industry, which is the largest in Japan, is in poor condition. Innovations are necessary to revitalize the industry. We propose a shift in the perspective from "Selling Shizuoka's green tea" to "Marketing Shizuoka which has green tea". It means that "marketing the place", not "selling the product". For marketing the place, tourism has become one of the best ways. This study aims to present implications for the innovation of green tea producers in Shizuoka using tea related-tourism. For this purpose, we have conducted a quantitative consumer survey. Results indicate that there is a large potential for tea-related tourism; and "Relaxation", "Communication with local people" and "Scenic green tea fields" are important factors in attracting consumers who would want to visit Shizuoka as a green tea place.

Journal

  • Review of administration and informatics

    Review of administration and informatics 22(2), 19-28, 2010-03

    University of Shizuoka

Codes

  • NII Article ID (NAID)
    110007612229
  • NII NACSIS-CAT ID (NCID)
    AN10118525
  • Text Lang
    JPN
  • Article Type
    特集
  • Journal Type
    大学紀要
  • ISSN
    09188215
  • NDL Article ID
    10655042
  • NDL Source Classification
    ZF1(教育)
  • NDL Call No.
    Z7-3446
  • Data Source
    NDL  NII-ELS  IR 
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