Project title
Distilling the ritual tacit values from Digital Transformation in regional promotion
Research Unit
Primary investigator
Co investigators
MORI Seigen, OI Tatsuo, SU Che-Jen
Project period
2020/5/18 ～ 2021/3/31
Project summary
In order to maintain regional cities with declining populations, it is a national policy to increase the number of foreign visitors to Japan. In order to achieve this, the digital transformation (DX), centered on digital marketing, is rapidly progressing in tourism strategy. Big data, AI, and these keywords are used to attract tourists to local areas, but the "ideal tourist routes" that data leads to are often not actually effective. It is thought that this is largely due to the "image" (ritual tacit values) that residents and tourists cling to. This study aims to study this phenomenon and to contribute to the future of digital marketing.
Activity reports
At the time when the research plan was conceived, this study aimed to conduct a basic research on how to solve the important problem of "attracting inbound tourists to local areas" in Japan through DX. In order to carry out this, it was important to dispel the "image of tourism in the past", which was formed in the days when Japanese group travel was the mainstay of the tourism industry, and to propose new tourism routes. However, in April last year, it was assumed that the new coronavirus would be under control in about six months, but in fact it has not been under control even after one year. This has led to the problem of not being able to obtain data on inbound tourists, which is the most important aspect of this research, and at the same time to a sudden shift in the focus of Japanese tourism from attracting inbound tourists to how to achieve intra-regional travel and foster civic pride. In addition, the expectations of DX became "with/post Corona". For this reason, this research was not developed in its original form, but was developed into a study of digital marketing methods that use tourism films to attract visitors to the region. The results of this research were presented at international conferences and were carried out in collaboration with companies.
