Balt. Met Promotion Marketing Research < Final Report > Copyright © Integrate Co. , Ltd. All rights reserved. 11
Agenda 0. 1. Procedure of Marketing Research and Analyses 1 -1. Public Research (FACT, Coverage, Blog and Opinion) 1 -2. Personal Research (Consumer Research: Depth Interviews) 2. Hypothesis 2 -1. Context Map and Hypothesis story I. III. Baltic Cities Scandinavian Cities Berlin and Warsaw 2 -2. Hypothesis Verification I. III. 3. Media Hearing (TV and Magazine) Travel Agency Hearing Consumer Research (Group Interview) Conclusion Additional Research: Photo Evaluation Appendix 2
0 Procedure of Marketing Research 33
0. Procedure of Marketing Research Objective of marketing research 1. Finding out public trend toward “Lifestyle experience in Baltic Sea Region” 2. Establish key messages to support actual marketing activities Goal of Phase 1: to built the context between Balt. Met and Japanese tourists Research Purpose Factual information about the 11 cities In the Balt. Met Insight and expectations from Japanese tourists Ｂａｌｔ Ｍｅｔ Japanese tourists Interest in Travelling Abroad (e. g. Europe and North Europe） Research Methods Opinion Hearing FACT Coverage Blog Consumer Interview
Scheme Phase 1 Hypothesis planning Public research Preliminary report FACT research Coverage research Primary Hypothesis Phase 2 Hypothesis verification Consumer research （Photo evaluation） Story Set Up Secondary Hypothesis Story Set Up Final report Blog research Opinion hearing Mass media screening Travel Agency hearing Consumer research （Depth interviews） Consumer interview Personal Research 5
Schedule 4/26 W 5/3 W 5/10 W 5/17 W 5/24 W 5/31 W Phase 1 6/7 W 6/14 W 6/21 W 6/28 W 7/5 W 7/12 W 7/26 W 8/2 W 8/9 W 8/16 W Phase 2 Preliminary report(5/25) FACT research 7/19 W Final report(8/16) ★ Consumer interview (Depth interview & Photo evaluation) Coverage research Blog research Consumer research （Depth interview） ★ Mass media hearing Travel agency hearing Opinion hearing 6
Phase 1 77
1 Research and Analyses 1 -1. Public Research (FACT, Coverage, Blog and Opinion) 1 -2. Personal Research (Consumer Research: Depth Interviews) Purposes • To understand how Japanese people consider about traveling abroad, and their expectation for the destination, and • To discover new travel contents of Balt. Met. 88
1 -1. Public Research n Purpose and Method FACT research Gather numerous information for searching key points of strategical planning based on books, documents, media and coverage. Coverage research Use research databases (newspapers, magazines, and TV), and search about Japanese tourists who travel abroad, and Baltic Sea area, Blog research Opinion Hearing Search relative keywords of “oversea sightseeing” and “Baltic Sea” to understand considerations of peoples. Gather tourism information on unknown or unpublicized trends of the Balt. Met cities. 9
1 -1. Public Research: FACT Research ＜ New Confirmation and Discovery ＞(See pg. 13) l About travel information of Balt. Met Cities which informed in Japan: there are variety of Information and contents available for Scandinavian Cities, while those of Three Baltic Cities are limited. ＜Findings＞ l In the 11 Balt. Met Cities, there are two types of cities that provide information on the elements /contents that Japanese tourists expect, and don’t provide information on the elements/contents that Japanese tourists expect. 10
1 -1. Public Research: Coverage research ＜ New Confirmation and Discovery ＞ (See pg. 13) l The most reported city is Berlin for 11 Balt. Met Cities. l The number of volumes of coverage (TV and newspapers) become high when special events, such as conference and athletic event, are held. l According to the volumes of the coverage, the Balt. Met Cities are divided into three groups: 1. Berlin, 2. Scandinavian Cities, Sankt-Petersburg, and Warsaw, and 3. the three Baltic Cities + Malmo. ＜Findings＞ l Correlation between the number of report and recognition of each city. l Berlin and Scandinavian Cities are well known for medias while travel information about Three Baltic Cities is not enough for Japanese Tourists. l To convey information about the Baltic Cities which attract Japanese tourists is necessary. 11
1 -1. Public Research: Blog Research ＜ New Confirmation and Discovery ＞ (See pg. 13) l The most reported city is Berlin for 11 Balt. Met Cities. l The number of volumes of blog become high when special events, such as conference and athletic event, are held. l According to the volumes, the Balt. Met Cities are divided into three groups: 1. Berlin, 2. Scandinavian Cities, Sankt-Petersburg, and Warsaw and 3. the three Baltic Cities + Malmo. ＜Findings＞ l General trend of blogs is similar to that of coverage l The numbers of blog might increase with media reports. 12
1 -1. Public Research: FACT, Coverage & Blog Summary Secondary Research for the 11 cities in the Balt. Met ※ books/web/newspapers/magazines/TV/blog ● newspapers Figure 3 Berlin Oslo Stockholm ＣＯＰ 15 Stockholm Warsaw Tallinn Malmo Riga Vilnius Malmo Figure 5 Berlin Helsinki Warsaw St. Petersburg Riga Malmo Vilnius Tallinn ● blog Figure 6 Berlin Copenhagen Stockholm Helsinki World Championships in athletics St. Petersburg Helsinki Oslo Copenhagen Oslo Warsaw ● TV Figure 4 Berlin Copenhagen St. Petersburg ● magazines World Championships in athletics Copenhagen Helsinki Stockholm World Championships in athletics Warsaw Oslo Tallinn Riga St. Petersburg Malmo Vilnius 13
1 -1. Public Research: Opinion hearing ＜ New Confirmation and Discovery ＞ Main tourist contents of 11 Balt. Met Cities l Copenhagen, Stockholm, Helsinki, and Oslo: refined modern town and design, and nature. l Tallinn, Riga, and Vilnius: The Historic Centre (World Heritage), nature workshop, familiar contents to Japanese people (e. g. movie, novel, stage of the animated cartoon, and person who connect Japan and these countries). l Berlin: Berlin Wall. Additionally, possibility of new air route that connects Japan with Berlin. l Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. ＜Findings＞ l Balt. Met cities are classified into three groups based on their tourist contents, such as • Nature, design→Scandinavian Cities • The Historic Centre (World Heritage)→Three Baltic Cities • History(war)→Berlin and Warsaw 14
1 -2. Personal Research n Purpose and Method Consumer Research (Depth Interview) Search factual information about the Balt. Met Cities, and find insights and expectations from Japanese tourists based on secondary research 15
1 -2. Personal Research: Consumer research (Depth interview) n. General Information on Consumer (people who travel Scandinavian Cities and Three Baltic Cities) Age Sex Type of Travel Occupation Travel Destination to the Baltic Cites (number of visited times) A 45 F Tour Housewife B 43 F Tour Office Worker Stockholm(1), Copenhagen(1), Helsinki(1), Riga(1) C 35 F Tour Office Worker Stockholm(1), Turku(1), Naantali(1), Helsinki(1), Tallinn（1） D 31 F Tour Student Stockholm(1), Copenhagen(2), Helsinki(1), St. Petersburg(1), Tallinn（1） Stockholm(1), Copenhagen(2), Helsinki(1), Tallinn（1） 16
1 -2. Personal Research: Consumer research (Depth interview) ＜ New Confirmation and Discovery ＞ l Purposes of travel are variable (refreshment, discovering, sightseeing, etc. . . ) l Japanese tourists chose destination by their period of holiday. l They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. ＜Findings＞ l The motivating factor for a trip to Scandinavian Cities was a recommendation from a family member or friends. Then, they collected information and set their goal and theme. l Their expectations for their trip to Scandinavian Cities were largely satisfied and they are want to visit again. l They chose Tallinn for excursion from Helsinki. l Because they had almost no prior information about Tallinn, they could not set a goal or clear theme, and then they were not satisfied for the excursion. 17
Summary of Each Research Quantitative Data FACT Coverage Blog Opinion Depth Qualitative Data ●Number of Publication (travel guide books) • There are three groups for Balt. Met based on number of travel guide book (1. Germany, 2. Scandinavian Countries + Russia + Poland, and 3. the Three Baltic Countries + Malmo). ●Personal Research • Travelers have high expectation for standard contents (e. g. famous and historical places and cultures). • As the age group goes high, travelers expectation for special contents gets higher. • Acknowledgment level of Scandinavian cities, Berlin, and Warsaw is high, and these countries have key tourist contents. On the other hand, three Baltic cities are not well known in Japan. ●Media report (order of amount) • Newspaper： Berlin, Copenhargen, and Sankt Peterburg • Magazine： Berlin, Stockholm, and Copenhagen • TV： Berlin, Copenhagen, and Oslo ＊The report of Malmo, Vilnius, Riga, and Tallinn is hardly seen together as for all media. ●Trend • Copenhagen shows the highest volume in 2009 which probably caused by COP 15 and World Championships in Athletics. ●Blog Report (order of amount) • Berlin, Copenhargen, and Helsinki ●Main tourist contents • Scandinavian Cities: Design and nature. • The Three Baltic Cities: The Historic Centre (World Heritage) • Berlin: Berlin Wall. • Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. ●Personal Research • They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. • Scandinavian Cities： Design and Nature. • Three Baltic Cities: Japanese tourists chose Tallinn for excursion from Helsinki. However, because they had almost no prior information, they could not set a goal or clear theme, and did not have a satisfying the travel. • Berlin and Warsaw: The image of the war is established between Japanese tourists（＊Group Interview in Phase 2）. 18
Summary of Each Research Quantitative Data FACT Coverage Blog Opinion Depth Qualitative Data ●Number of Publication (travel guide books) • There are three groups for Balt. Met based on number of travel guide book (1. Germany, 2. Scandinavian Countries + Russia + Poland, and 3. the Three Baltic Countries + Malmo). ●Personal Research • Travelers have high expectation for standard contents (e. g. famous and historical places and cultures). • As the age group goes high, travelers expectation for special contents gets higher. • Acknowledgment level of Scandinavian cities, Berlin, and Warsaw is high, and these countries have key tourist contents. On the other hand, three Baltic cities are not well known in Japan. ●Media report (order of amount) • Newspaper： Berlin, Copenhargen, and Sankt Peterburg • Magazine： Berlin, Stockholm, and Copenhagen • TV： Berlin, Copenhagen, and Oslo ＊The report of Malmo, Vilnius, Riga, and Tallinn is hardly seen together as for all media. ●Trend • Copenhagen shows the highest volume in 2009 which probably caused by COP 15 and World Championships in Athletics. 【Findings】 n. The Balt. Met Cities are classified into three groups according to an amount of the exposure. 1. Berlin 2. Scandinavian Cities + Sankt. Petersburg + Warsaw 3. Three Baltic Cities + Malmo ●Blog Report (order of amount) • Berlin, Copenhargen, and Helsinki ●Main tourist contents • Scandinavian Cities: Design and nature. • Three Baltic Cities: The Historic Centre (World Heritage) • Berlin: Berlin Wall. • Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. ●Personal Research • They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. • Scandinavian Cities： Design and Nature. • Three Baltic Cities: Japanese tourists chose Tallinn for excursion from Helsinki. However, because they had almost no prior information, they could not set a goal or clear theme, and did not have a satisfying the travel. • Berlin and Warsaw: The image of the war is established between Japanese tourists（＊Group Interview in Phase 2）. 19
Summary of Each Research Quantitative Data FACT Coverage Blog Opinion Depth Qualitative Data ●Number of Publication (travel guide books) • There are three groups for Balt. Met based on number of travel guide book (Germany, Scandinavian Countries + Russia + Poland, and Baltic Countries + Malmo). ●Personal Research • Travelers have high expectation for standard contents (e. g. famous and historical places and cultures). • As the age group goes high, travelers expectation for special contents gets higher. • Acknowledgment level of Scandinavian cities, Berlin, and Warsaw is high, and these countries have key tourist contents. On the other hand, three Baltic cities are not well known in Japan. 【Findings】 n. Acknowledgment level of 11 Balt. Met Cities ・Scandinavian Cities, Berlin, Warsaw: high ●Media report (order of amount) • ・Three Baltic Copenhargen, and Sankt Peterburg Newspaper： Berlin, Cities: Low • Magazine： Berlin, Stockholm, and Copenhagen • TV： Berlin, Copenhagen, and Oslo ＊The report of Malmo, Vilnius, Riga, and Tallinn is hardly seen together as for all media. → It is difficult to introduce all countries, where the acknowledgment level is different to a ●Blog Report (order of amount) Japanese tourist, as one settlement. • Berlin, Copenhargen, and Helsinki n. Tourist Contents of 11 Balt. Met Cities • Design and nature: Scandinavian cities • The Historic Centre (World Heritage): Baltic cities • The image of the war: Berlin and Warsaw →They are classified into three groups based on tourist contents. （＊Opinion hearing for Malmo and Sankt-Petersburg were not taken. ） ●Trend • Copenhagen shows the highest volume in 2009 which probably caused by COP 15 and World Championships in Athletics. ●Main tourist contents • Scandinavian Cities: Design and nature. • The Three Baltic Cities: The Historic Centre (World Heritage) • Berlin: Berlin Wall. • Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. ●Personal Research • They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. • Scandinavian Cities： Design and Nature. • Three Baltic Cities: Japanese tourists chose Tallinn for excursion from Helsinki. However, because they had almost no prior information, they could not set a goal or clear theme, and did not have a satisfying the travel. • Berlin and Warsaw: The image of the war is established between Japanese tourists（＊Group Interview in Phase 2）. 20
Summary of Each Research Baltic Cities Balt Met Scandinavian Cities Classified into three groups based on tourist contents Berlin Warsaw 21
Summary of Each Research Current Status Three Baltic Cities Balt Met Scandinavian Cities Berlin Warsaw Solution It doesn't transmit to a Japanese tourist because of limited information about Three Baltic Cities, although there a symbol of the World Heritage and activities of lifestyle experience. It is necessary to introduce attractive points of Three Baltic Cities to Japanese tourists. There are symbols such as “design” and “nature”, and it receives high acclaim from a Japanese tourists. It is necessary to develop subcontents for the tourist to raise number of Japanese tourists to Scandinavian Cities. There is no bright image as a sightseeing spot. A new symbol is necessary to hold a bright, attractive image as a sightseeing spot. 22
Summary of Each Research Current Status Baltic Cities It doesn't transmit to a Japanese tourist because of limited information about Baltic Cities, although there a symbol of World Heritage and activities of lifestyle experience. Solution It is necessary to introduce attractive points of Baltic Cities to a Japanese tourist. For solving the There are symbols such as group, to develop problems for each It is necessary “design” and “nature”, and it subcontents for the tourist to Balt Scandinavian seven hypothesis Cities stories are made, acclaim from a the acceptability of receives high and then raise number of Japanese Met each stories. Japanese tourist. in Phasetourists to Scandinavian is verified 2. Cities. Berlin Warsaw There is no bright image as a sightseeing spot. A new symbol is necessary to hold a bright, attractive image as a sightseeing spot. 23
Phase 2 24 24
Hypothesis 2 2 -1. Context Map and Hypothesis story I. Baltic Cities II. Scandinavian Cities III. Berlin and Warsaw 2 -2. Hypothesis Verification I. Media Hearing (TV and Magazine) II. Travel Agency Hearing III. Consumer Research (Group Interview) 25 25
2. Hypothesis n. Purpose and Method Hypothesis The consciousness survey of Japanese travelers were carried in Phase 1. The traveler's expectation, and travel contents are connected in the context maps to make hypothesis stories for three directions (I. Baltic Cities, II. Scandinavian Cities, and III. Berlin and Warsaw). 26
2 -1. Context Map and Hypothesis story: Procedure Contents provided by a Balt. Met tourist site Expectations of traveler ①Travel contents obtained from FACT Research and Opinion Hearing. I want to be Refreshed Scandin avian Cities Balt Met Baltic Cities Berlin Warsaw I want to discover something new Escape from reality (See Appendix) I want to see Historic places ②Expectations for travel obtained from Depth Interview. Tourists Recreation Free from stress I want to make theme for the travel (See pg. 17) Purpose of the travel Mental condition before tourists decide to travel 27
2 -1. Context Map and Hypothesis story: Procedure Contents provided by a Balt. Met tourist site Expectations of traveler ③Emotional benefits from travels ? Scandin avian Cities Balt Met Baltic Cities I want to be Refreshed I want to discover something new ? I want to see Historic places Escape from reality Tourists Recreation Free from stress Berlin Warsaw I want to make theme for the travel ? Purpose of the travel Mental condition before tourists decide to travel The traveler's expectation and travel contents are connected in the context maps to make attractive hypothesis stories for Japanese tourists. 28
2 -1. Context Map and Hypothesis story I. III. Baltic Cities Scandinavian Cities Berlin and Warsaw 29 29
I. Baltic Cities: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveler Country Tourism Herb* I want to be Refreshed Cepelinai* Medus* Balt Met Baltic Cities Marche in Riga I want to discover something new I want to see Historic places Stage of “Kiki's Delivery Service”* ＊: See appendix Recreation I want to make theme for the travel The Historic Centre Hill of Witches Tourists Free from stress Amber Linen Escape from reality Purpose of the travel Mental condition before tourists decide to travel 30
I. Baltic Cities: Context Map Contents provided by a Balt. Met tourist site Country Tourism Emotional benefits from travels Expectations of traveler Natural Workshop Herb I want to be Refreshed Cepelinai Medus Balt Met Baltic Cities Local foods recurrence to nature Nature Lifestyle in Balt Marche in Riga Amber Local Craft goods The Only Survived Medieval City unexplored region of the Europe I want to see Historic places Escape from reality Tourists Recreation Free from stress I want to make theme for the travel Linen Kaho Nashimoto The World Heritage The Historic Centre Hill of Witches I want to discover something new The World of “Land of Storybook” “The Witch of The West is Dead” immersed in Purpose of the story’s world travel “Kiki’s Delivery Services” Mental condition before tourists decide to travel *See Appendix (pg. 80) Stage of “Kiki's Delivery Service” Hayao Miyazaki 31
I. Baltic Cities: Context Map Contents provided by a Balt. Met tourist site Country Tourism Emotional benefits from travels Expectations of traveler Natural Workshop Herb I want to be Refreshed Cepelinai Medus Balt Met Local foods recurrence to nature Nature ifestyle in Balt I want to discover something new Escape from reality Marche Baltic Cities Amber Local Craft goods The only survived Medieval City unexplored region of the Europe Tourists Recreation Free from stress I want to make theme for the travel Linen Kaho Nashimoto The World Heritage The Historic Centre Hill of Witches I want to see Historic places The world of “Land of Storybook” “The Witch of The West is Dead” immersed in Purpose of the story’s world travel “Kiki’s Delivery Services” Mental condition before tourists decide to travel *See Appendix (pg. 80) Stage of “Kiki's Delivery Service” Hayao Miyazaki 32
I. Baltic Cities: Hypothetical Story ①Nature Lifestyle in Balt Aurora and Fjord in Northern Europe, Yosemite National Park and Grand Canyon in the United State, etc… The tour to experience the beauty of nature is popular for all ages “The tour to experience the nature is popular among all age group” Travel agen. cy interview The popular tour is not only for seeing nature but also “Eco-tour, ” which contributing environmental and cultural protection in recent days. The three Baltic Cities are known to people to experience the nature in actual lifestyle through activities. The great natural life in untouristy Baltic Cities “As Increasing the awareness of Ecology, experience-based Ecotour is hugely popular. ” “I felt connecttio to nature through each sundry goods. I think this country is united with nature. ” “Getting the nature as tour sites, the activity you can experience in the Baltic Cities is the ultimate ecology. ” Travel agency interview Travel Blog Mr. /Ms. ○○ Why don’t you enjoy experiencing the lifestyle in great nature through the local foods full of fresh ingredients, and sundry goods using linens and ambers. Group interview Mr. /Ms. A Materials and Images FACT Main Story Protected lifestyle of people with love for nature in Balt 33
I. Baltic Cities: Context Map Contents provided by a Balt. Met tourist site Country Tourism Emotional benefits from travels Expectations of traveler Natural Workshop Herb I want to be Refreshed Cepelinai Medus Balt Met Baltic Cities Local foods recurrence to nature Nature Lifestyle in Balt Marche in Riga Amber Local Craft goods The Only Survived Medieval City unexplored region of the Europe I want to see Historic places Escape from reality Tourists Recreation Free from stress I want to make theme for the travel Linen Kaho Nashimoto The World Heritage The Historic Centre Hill of Witches I want to discover something new The World of “Land of Storybook” “The Witch of The West is Dead” immersed in Purpose of the story’s world travel “Kiki’s Delivery Services” Mental condition before tourists decide to travel *See Appendix (pg. 80) Stage of “Kiki's Delivery Service” Hayao Miyazaki 34
I. Baltic Cities: Hypothetical Story ②The Only Survived Medieval City There about 900 World Heritages of ruins, landscapes, and nature in the world. The tour to see ruins, especially in Historic Centre of Florence and Vienna, is one of the most popular content of travels. There also streets in old urban area of the Baltic Cities where you can feel the histories of old ages. The old lifestyle is still remaining in the cities because streets are not touristy compared with other countries. How about slipping back to 800 years ago in the World Heritage of streets of old urban area. “Tour of exploring World Heritage cities is very popular. Especially tours in Europe have high popularity through a year. ” “Baltic Cities were not that spectacular compared with other countries. But I believe this is the only place to see actual lifestyle in the World Heritage. 」 “It is worth to visit to Baltic Cities because the buildings of the 13 th century is still remaining. I really don’t know much of this country but very attractive to visit. ” A tour traveling around World Heritage keeps fascinating tourists of all ages and gender. The most expected in travel destination are 「Popular sights・ landmarks・cultures」. People of all ages have a high expectation to it. The survey on the attitudes of Japanese tourists（by MLIT） Travel agency interview Travel Blog Mr. /Ms. ○○ Materials and Images FACT Main Story The town takes you back to 800 years ago 35
I. Baltic Cities: Context Map Contents provided by a Balt. Met tourist site Country Tourism Emotional benefits from travels Expectations of traveler Natural Workshop Herb I want to be Refreshed Cepelinai Medus Balt Met Baltic Cities Local foods recurrence to nature Nature lifestyle in Balt Marche in Riga Amber Local Craft goods The only survived Medieval City unexplored region of the Europe I want to see Historic places Escape from reality Tourists Recreation Free from stress I want to make theme for the travel Linen Kaho Nashimoto The World Heritage The Historic Centre Raganų kalnas I want to discover something new The world of “Land of Storybook” “The Witch of The West is Dead” immersed in Purpose of the story’s world travel “Kiki’s Delivery Services” Mental condition before tourists decide to travel *See Appendix (pg. 80) Stage of “Kiki's Delivery Service” Hayao Miyazaki 36
I. Baltic Cities: Hypothetical Story ③The World of “Land of Storybook” New attractiveness of travel in the unknown world FACT Main Story Film tour has been received attentions in these days. “Yon-sama” tour made waves in Korea, and “Ruokala lokki” tour was caught on big in Finland among young females. After “Sonata of Winter (Korean TV drama”, the statistics of entry and departure of Japanese grew 36% in the first half of 2004. The tourism department of Korea survey Visiting Helsinki to soak up the world of “Ruokala lokki” On the other hand, the tour to visit 「Land of Storybook 」 of Andersen in Denmark and Marchen in Germany has been popular as well. 「Lovely towns (at the fairy tale route)make me feel like in Dreamland」 4 travel daily The Balt States also have the world of 『The Land of Storybook』 as well as these countries. In the Balt States, you could see the world of 『 Ki. Ki’s Delivery Service(98’)』 and 『The witch of the west is dead』. Staying in the countries of the Baltic States make us feel like being a hero/heroine of story tales. 「Old urban area in Tallin is wellknown as the setting model of 「 Kiki’s Delivery Service」 in Japan. 」 Travel Blogger Tamas 「The words 「oh, this is the world of Kiki’s Delivery Service」 just came from my mouth」 「If I describe the Baltic States in one word, it must be 『the Land of Storybook』」 How about enjoying the experience once? ○○TV, Interview Travel Blog Materials and Images ○TV, Interview 37
2 -1. Context Map and Hypothesis story I. III. Baltic Cities Scandinavian Cities Berlin and Warsaw 38 38
Il. Scandinavian Cities: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveler Tivoli Santa Claus Christmas Muumimaailma LEGO I want to be Refreshed Andersen Ruokala lokki Balt Met Scandin avian Cities I want to discover something new Escape from reality First class chefs Caviare I want to see Historic places Tourists Recreation Mushroom Free from stress Herrings Salmon Bilberry I want to make theme for the travel Stroget Karl Johans gate Gamla Stan ESp. Lanadi katu Purpose of the travel Mental condition before tourists decide to travel 39
Il. Scandinavian Cities: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveler Tivoli Santa Claus Christmas Muumimaailma LEGO Wonderland in Northern Europe Return to a pure child age I want to be Refreshed Andersen I want to discover something new Ruokala lokki Balt Met Scandin avian Cities First class chefs Caviare Mushroom The latest Cuisine of the World Happy and Healthy Food I want to see Historic places Bilberry Gamla Stan ESp. Lanadi katu Recreation I want to make theme for the travel Salmon Karl Johans gate Tourists Free from stress Herrings Stroget Escape from reality Two sides of shopping street in Northern Europe Filled desire of reclamation Purpose of the travel Mental condition before tourists decide to travel 40
Il. Scandinavian Cities: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveler Tivoli Santa Claus Christmas Muumimaailma LEGO Wonderland in Scandinavian Cities Return to a pure child age I want to be Refreshed Andersen I want to discover something new Ruokala lokki Balt Met Scandin avian Cities First class chefs Caviare Mushroom The Latest Cuisine of the World Happy and Healthy Food I want to see Historic places Bilberry Stroget ESp. Lanadi katu Recreation I want to make theme for the travel Salmon Gamla Stan Tourists Free from stress Herrings Karl Johans gate Escape from reality Two Sides of Shopping Street in Scandinavian Cities Filled desire of reclamation Purpose of the travel Mental condition before tourists decide to travel 41
II. Scandinavian Cities: Hypothetical Story ④Wonderland in Scandinavian Cities Countries where to reminisce the world of fantasy you loved in childhood. FACT Main Story There are many story tales we loved in childhood. A lot of people who hope to experience these views of the world tend to visit model places. “Since I read Anne of Green Gables in childhood, I have wanted to visit the Prince Edward Island」 Travel Blog Mr. /Ms. ○○ Have you ever had a dream to experience the world of fantasy such as “The load of the Rings”, “The Chronicles of Narnia”, and other stories? “When I was little, I wanted to be the hero of the story of The Chronicles of Narnia and travel to the country. I really enjoyed the latest movie of the story and reminisced the view of the world. Northern Europe as the place to experience the world. Northern Europe is known as the birth places of The story tales of Andersen and Moomin and you can glimpse the world of storybooks. 「Pretty arts are everywhere and they reminded me of memories when I was a kid. 」 Travel blog Mr. /Ms. ○○ So, you can reminisce the fantasy you loved in childhood everywhere in Northern Europe. How about slipping back to your childhood in the Northern Europe. 「I really would like to visit Northern Europe because I have been into the story of Andersen and Moomin since I was little. 」 Group interview in F magazine Materials and Images Travel blog Mr. /Ms. ○○ 42
Il. Scandinavian Cities: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveler Tivoli Santa Claus Christmas Muumimaailma LEGO Wonderland in Scandinavian Cities Return to a pure child age I want to be Refreshed Andersen I want to discover something new Ruokala lokki Balt Met Scandin avian Cities First class chefs Caviare Mushroom The Latest Cuisine of the World Happy and Healthy Food I want to see Historic places Bilberry Stroget ESp. Lanadi katu Recreation I want to make theme for the travel Salmon Gamla Stan Tourists Free from stress Herrings Karl Johans gate Escape from reality Two Sides of Shopping Street in Scandinavian Cities Filled desire of reclamation Purpose of the travel Mental condition before tourists decide to travel 43
II. Scandinavian Cities: Hypothetical Story ⑤The Latest Cuisine of the World FACT Main Story The attractiveness of Scandinavian Cities for future Over the past few years, the information about Scandinavian Cities has been transmitted and the number of travelers tend to be increased. There are so many attractive key words in Scandinavian Cities such as “sophisticated designs, beautiful nature, slow life, etc・・・“ On the other hand, “food” is the one of unknown appeals of Scandinavian Cities. Ingredients are made by people who attach importance of natural environment and lifestyle. There are so many great ingredients the Japanese famous chefs deeply into. There is more to it. Chefs in Scandinavian Cities are the one of the bests in the cook-offs of the world. Why don’t you enjoy the foods by the best chefs in the Scandinavian cities? Travelers to Scandinavian Cities has been increased 10% every year. “A mushroom in Scandinavian countries is a masterpiece. It is difficult to stock them because of short harvest age and limited crops. Many chefs are looking forward to the imported mushroom. ” 24 countries joined the traditional cook-off of French ”Bocuse d’Or”. Three out of top five chefs are from Scandinavian countries: Norway in 1 st, Sweden in 2 nd, and Denmark in 4 th place. “The modern Scandinavian Foods with French cooking skills, and ingredients of the Scandinavian cities have been received to attention. 」 From HP of Bocuse d’Or PRESIDENT(2009. 8. 17) Survey by tourist bureau of ○○ “I wish to visit Scandinavian Cities to see the sophisticated designs!” Interview to a Japanese chef Materials and Images Travel Blog Mr. /Ms. ○○ 44
Il. Scandinavian Cities: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveler Tivoli Santa Claus Christmas Muumimaailma LEGO Wonderland in Scandinavian Cities Return to a pure child age I want to be Refreshed Andersen I want to discover something new Ruokala lokki Balt Met Scandin avian Cities First class chefs Caviare Mushroom The Latest Cuisine of the World Happy and Healthy Food I want to see Historic places Bilberry Stroget ESp. Lanadi katu Recreation I want to make theme for the travel Salmon Gamla Stan Tourists Free from stress Herrings Karl Johans gate Escape from reality Two Sides of Shopping Street in Scandinavian Cities Filled desire of reclamation Purpose of the travel Mental condition before tourists decide to travel 45
II. Scandinavian Cities: Hypothetical Story ⑥Two Sides of Shopping Street in Scandinavian Cities FACT Main Story Main Street famous design shops line and Back Streets hidden prestige shops line Over the past few years, the information about Scandinavian countries has been transmitted, and the number of travelers tend to be increased. There are so many attractive key words in Northern Europe such as “Sophisticated designs, beautiful nature, slow life・・ ・“ Items includes designs and furniture are the one of appeals of Scandinavian countries. Travelers to Northern Europe has been increased 10% every year. “Because It is during a sale in the Scandinavian Cities in this season, Items of iittala and marimekko are much cheaper than usual. I recommend to visit there in good timing. ” ○○Magazine interview article of Survey by tourist bureau of○○ “I wish to visit the Scandinavian Cities to see the sophisticated designs!” chief editor There are varieties of shops in main and back streets in the Scandinavian Cities. There are general stores and cafes that local people usual go to. You can enjoy both visiting famous stores, and shopping in local way. Finding these local stores is also the pleasure of travel. You can find your way of shopping in the Scandinavian Cities. “There is nice store in back streets of ○○. I heard that Mr. /Ms. ○○, big fan of the Scandinavian Cities. ” “Shopping is, of course, the one of the great pleasure of the travel to the Scandinavian Cities. But thing you get in the store only local people know is only thing tells you the roots of the Scandinavian Cities. 」 From 〇〇magazine Travel reporter Nordic gov’t Materials and Images Travel Blog Mr. /Ms. ○○ Purchasing the designed items is also the one of the greatest pleasures for Japanese travelers. There are so many hidden prestige shops in the Scandinavian Cities. 46
2 -1. Context Map and Hypothesis story I. III. Baltic Cities Scandinavian Cities Berlin and Warsaw 47 47
Ill. Berlin and Warsaw: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveller Höfe Berlin Cafe Art Studios Museum Play Balt Met Escape from reality Berlin Wall Berlin Warsaw Tourists Chopin Collapse of The city Madame Curie Jaoki Free from stress Auschwitz Modern & Old towns D. I. Y. Recreation Purpose of the travel Mental condition before tourists decide to travel Warsaw 48
Ill. Berlin and Warsaw: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveller Höfe Cafe Berlin Culture Art Studios Museum Stroll around the wall Arts Street culture Play Balt Met Escape from reality Berlin Wall Culture Power Spot Berlin Warsaw Tourists Chopin Collapse of The city Geniuses Reviving town Madame Curie Jaoki Creativity Free from stress Auschwitz Modern & Old towns D. I. Y. Recreation Purpose of the travel Mental condition before tourists decide to travel Warsaw 49
Ill. Berlin and Warsaw: Context Map Contents provided by a Balt. Met tourist site Emotional benefits from travels Expectations of traveller Höfe Cafe Berlin Culture Art Studios Museum Stroll around the wall Arts Street culture Play Balt Met Escape from reality Berlin Wall Culture Power Spot Berlin Warsaw Tourists Chopin Collapse of The city Geniuses Reviving town Madame Curie Jaoki Creativity Free from stress Auschwitz Modern & Old towns D. I. Y. Recreation Purpose of the travel Mental condition before tourists decide to travel Warsaw 50
III. Berlin, Warsaw： Hypothetical Story ⑦Culture Power Spot Materials and Images FACT Main Story Cities of Energy, Berlin and Warsaw The travel destination with healing and power spots have been popular in these days in Japan. Many Japanese travelers go to power spots such as Mr. Fuji and the shrine of Ise in Japan, Pyramid in Egypt, Kilauea in Hawaii. Research about the travel destination Domestic tour： hot springs, nature, power spot, etc. Overseas tour： World Heritage, nature, communication with locals, power spot Research result “I felt totally relaxed with cheerfulness of Uminchu. ” Travel blog Mr. /Ms. ○○ “Spain has the image of passion. Visiting Spain made me feel more powerful. ” Amaba blog Mr. /Ms. ○○ Focus on Berlin, young artists own their studios in Berlin, and they provide arts to local life to make people happy. As mentioned, the power of people who love their town has been increasing and blast the sad image of the past year by year. Now Warsaw is the most popular power spot. Because they faced the danger of break down their city, they have vibrant patriotism to re-build their town for next generations. On the other hand, There are travelers who choose the destination to feel power of local people such as Okinawa and Spain. Berlin and Warsaw are the town you can see the power of citizens. How about traveling these powerful spots. “The whole town of Berlin was like museum. Arts all over the town made me forget the unhappy image of the town. 2 Travel blog Mr. /Ms. ○○ The town of Warsaw was re-created even a small scratch on the wall that existed before the war. 「I got a power through the tour!」 Travel Blog Mr. /Ms. ○○ Not healing, it is the spot of the man power. ○○magazine Poland gov’t ○○ Healing power spot Spain 51
2 -2. Hypothesis Verification n The acceptability of seven stories were verified by three investigations. I. Media Hearing(TV & Magazine) II. Travel Agency Hearing III. Group Interview 52
I. Media Hearing(TV & Magazine): Characteristics of each media Decisional factor of the program Information Core target Travel Salad Network 27 station Audience rating ~6% Men/Women Over fifties ・Standard travel contents (foods, hotel, activities, sightseeing, etc. ) ・Personal travel contents (hobby) ・High acknowledge level of the destination Egypt, south Italy, South Korea, New Zealand, Hawaii, Thailand, Bulgaria, Romania, Tunisia, and Republic of Malta, New York, Australia, Taiwan, the Philippines, Fiji, China, Guam, and Italy and Russia CREA Traveller Circulation ~35, 500 Women Thirty to forties ・Everything which related to travel (foods, hotel, activities, sightseeing, etc. )are attractive. Hawaii, Spain, Venice, Maldives, Mauritius, bordeaux, and Burgundy Hanako Circulation ~85, 000 Women Twenties to thirties ・Reality in travel costs, and the satisfaction rating is expected to be high. Mainly Japan, Hawaii, London TRANSIT Circulation 33, 00043, 000 Men/Women 25 to 35 years old ・Undiscovered cities. ・Cities having beautiful view spot, and attractive characteristics on history, politics, and economy. China, Andes, and Spanish & Portugal, Hawaii, Himalayas, Greece, East Europe, Thailand, and Morocco Magazine TV Name CREA Traveller Hanako Past program TRANSIT 53
I. Media Hearing(TV & Magazine): Verification of Hypothesis Story Media ◎ ② The Only Survived Medieval City ○ ◎ ④ Wonderland in Scandinavian Cities △ △ ⑤ The Latest Cuisine of the World ○ ○ ⑥ Two Sides of Shopping Street in Scandinavian Cities Berlin Warsaw ◎ ③ The World of “Land of Storybook” Scandinavian Cities Magazine ① Nature Lifestyle in Baltic Cities TV ◎ ◎ ⑦ Culture Power Spot △ △ Comment Generally high reputation. Guiding by three combinations is the best. Shopping is one of favors of viewer and reader. The popularity of food is high, but they may not make tour only for the food. The negative image is still remained by this story. *symbols: potential for reporting (◎highly accepted, ○accepted, and △need more attractive message) 【Findings】 The main travel contents are spending time in town (foods, shopping, sightseeing, etc). It is important to make them virtually experience through photographs in TV/Magazine. There is a possibility in the meaning of novelty because the Baltic Cities are the undeveloped place. The acceptability of the Baltic Cities will be higher to Japanese tourists when they are introduced through an attractive image. It will be more attractive due to combination of the hypothesis story. 54
II. Travel Agency Hearing: Characteristics of each company Class of traveler to Scandinavian and Baltic Countries/Cities Motive to travel of customers Finntour Scandinavian countries: The sex ratio on the trip to Scandinavian countries is 3: 7 (male: female). Comparatively a lot of fifties and sixties in the summer. Scandinavian Countries: Design, comfortable staying HIS Scandinavian Countries: Popular to women in thirties The sex ratio is 4: 6 (male: female). The season ratio (summer: winter) is 5: 5. Scandinavian Countries: Design, nature, and foods JTB World Vacations Scandinavian Countries Tour: Elder people who travel Europe many times. Free plan: Families, honeymoon, women (twenties to forties) Nature, and the world heritages Tumlare Corp. Scandinavian Countries: Women who travel many times. Scandinavian Countries: Design and nature 55
II. Travel agency Hearing: Verification of Hypothesis Story ② The Only Survived Medieval City ○ ○ Currently, the Historic Centre is the main tourist spot of the Baltic Cities. It is hard to feel the difference among the three cities (②). It is good to have an real experience type of activity (①). ④ Wonderland in Scandinavian Cities ○ ⑤ The Latest Cuisine of the World ○ ⑥ Two Sides of Shopping Street in Scandinavian Cities Berlin Warsaw ◎ ③ The World of “Land of Storybook” Scandinavian Cities Comment ① Nature Lifestyle in Baltic Cities Evaluation ○ ⑦ Culture Power Spot △ The selection of food is important in travel (⑤). Since Japanese like shopping, there are tours that you can visit various variety shops (⑥). As for ④, it is good as a participation type attraction. Lacks concreteness. Japanese tourists tend to be interested in the histories of Berlin and Warsaw. *symbols: potential for travel tour (◎excellent, ○good, and △need more concrete image) 【Findings】 • The main travel contents would be food, hotel, and real experience activity. • It is extremely difficult for travel agency to create a theme for a travel spot that are not known well. Some amount of publicity is necessary to create a tour with a new theme. • Since the most popular content in a tour is a real experience activity, ①Nature Lifestyle in Balt has achieved the best feedback. 56
III. Group Interview: Target Information n Basic information Gender/Age A F/35 B F/29 C F/30 D F/44 E F/39 E F/49 JOB/Marital status/ Traveling time Family Member/ Place to visit Motive for travel （/Year） Annual income Office worker/married/ Haven’t traveled for London, Frankfurt Length of vacation, timing Above 10 million JPY these couple of years Teacher/single/ Milan, Florence, Parents, younger brother/9 1～ 2 Paris, Berlin -10 million JPY London, Stockholm, Copenhagen, Oslo, Helsinki, Gdansk, Office worker/single/ Length of vacation, timing 1～ 2 Saint Petersburg, Mother, herself/above Affected by a movie (watched 10 million JPY Italy / Spain（Plural）, “grand blue” and went to Sicilia. Lisbon, Sydney, Salzburg, Paris London, Madrid, Office worker/ Athens, Lisbon, Husband, husband’s Hobby (e. g. learn flamenco to 3 Vienna, Amsterdam, parents/above 10 million Spain) Zurich, Paris, JPY Frankfurt London, Milan, Office worker/ Athens, Madrid, Husband, himself/above 1～ 2 Length of vacation, timing Vienna, Zurich, Paris, 10 million JPY Salzburg Price Freelance, dubber/ London, Rome, Affected by books (“I like the Rose Mother, younger sister, 1～ 2 Venice, Paris of Versailles and went to Chateau herself/6 -7 million JPY de Versailles twice”). 57
III. Group Interview: Verification of Hypothesis Story Evaluation Positive Opinion ① Nature Lifestyle in Baltic Cities ○ • Interested in Natural foods • It is good to have a combination of② and ③. ② The Only Survived Medieval City ◎ • Tend to be drawn in the brand power of the world heritage ③ The World of “Land of Storybook” ④ Wonderland in Scandinavian Cities Berlin Warsaw ○ ⑤ The Latest Cuisine of the World ◎ ⑥ Two Sides of Shopping Street in Scandinavian Cities ◎ ○ ⑦ Culture Power Spot △ Negative Opinion • Lack of information is raising difficultness. • Need detailed information of variety goods, such as types and price • Detailed and trustable information are necessary. • Need a feel of safeness by having a • Tend to avoid themes that are not of name that is recognized by interest from the beginning. Japanese tourists. • Need a feel of safeness by having a • Rather to see only nature such as name that is recognized by aurora and fiord. Japanese tourists. • It is important to have a key word • Interested in simple, affordable “freshness” of foods. dishes. • Wouldn’t go to Scandinavian cities only for the food. • It is important to have a key word • Tend to avoid things that are not “variety” for shopping items. premium, such as things imported in • Person that likes variety tends to Japan. like town strolling • It is a basic premise that there are information about the regular trip contents (food, sight seeing, etc). • It if difficult to appeal what could be felt with a trip *symbols: potential for travel tour (◎excellent, ○good, and △need more concrete image) 【Findings】 • Make the object of the trip to be in touch with symbolic sight seeing contents (main contents), such as nature and world heritages, and detailed information of the sub-contents (food, shopping, the city, and real experience type activity) • Tend to be attracted to a mixed story (ex. ②and③） 58
III. Group Interview: Verification of Hypothesis Story n. Evaluations of Story I. Baltic Cities – “The World Heritage” caught highest attention of all sightseeing contents (②”The Only Survived Medieval City” earned high evaluation). – In combination of ② with ③, the mixed story ”The Wonderland in a World Heritage” contributed in people’s acceptability toward the story. – ①“Nature Lifestyle in Balt” that included many sub contents (Gourmet, Landscape of a town, Shopping, Activity through experience） also contributed in consumer’s acceptability in combination with ② and ③. II. Scandinavian Cities – Most of the opinions were that the purpose of the trip was NOT for “Gourmet” or “Shopping” but to enjoy representative main contents such as nature or design. III. Berlin and Warsaw – There were many opinions that people hope to know the history and culture of Berlin and Warsaw. 59
3 Conclusion 60 60
Results of the research 1. Finding out public trend toward “Lifestyle experience in Baltic Sea Region” (1)The Essential element on deciding where to travel i. Symbolically Main Content (e. g. : World Heritage, Scenery of Nature ） ii. Sub contents that enable us to experience the lifestyles in that place • Gourmet • Shopping • Landscape of the town • Activity through experience (2)Recognition and Acceptance of lifestyle in 11 Baltmet Cities. i. Scandinavian Cities: Since it has the image of main symbol such as design and nature, tourist are attracted to the “slow-life”and“ sophisticated furniture. ” ii. Three Baltic Cities: People do not fully recognize lifestyle in the cities because of its limited exposure through media. iii. Berlin and Warsaw: The history (e. g. war, architects etc. . . ) are well-known, but lifestyles are less known. 61
Results of the research 2. Establish key messages to support actual marketing activities n. Three ways of possibility i. Scandinavian Cities： There are strong images of design and nature (e. g. aurora and fjord) that each of them are very well accepted by Japanese tourists. On the contrary, It comes to realize that the story of “The Latest Cuisine of the World” is also acceptable to them. ii. Three Baltic Cities: “The Only Survived Medieval City” was highly evaluated. To convey the information about the landscape of the World Heritage could make it be a strong sightseeing contents after Scandinavian cities. iii. Berlin and Warsaw： Because there is a strong image about the history (war, architects etc…), evaluation of the new plan, “Culture Power Spot, ” was low. To solve the problem, it must be needed to make new concrete sightseeing contents to make people have a image that there are “Culture Power Spot. ” 62
Additional Research: Photo Evaluation 63 63
Photo Evaluation n Purpose and Method Photo Evaluation To find out the potential themes and messages. 64
2. Photo Evaluation n Procedure of Photo Evaluation 1. 2. 3. 4. Gather all kinds of pictures related to tourism resources throughout the Baltic Sea Region. Respondents are ordered to divide those pictures into several groups which share some similarities. Respondents are interviewed to look into the reason why they have sorted the pictures into those groups. Respondents sort the groups in the descending order of interest, etc. n General Information on Consumer GENDER/AGE OCCUPATION/SINGLE・MARRIED/ TRAVEL ABROAD（ FAMILY/HOUSEHOLD INCOME /YEAR） A FEMALE/43 Electric Office Worker/Single/ Under 5 -6 million JPY 1 -2 B FEMALE/30 Food Office Worker/Married/ Husband/8 -9 million JPY 1 COUNTRY REASON of TRAVEL UK, Czech, Italy, TIMING of Holiday・ Austria, Germany, TIMING France, Belgium Sweden, Denmark, Spontaneous. Wanted to Italy, Spain, Portugal, see it in person. France 65
2. Photo Evaluation 1 2 4 3 6 5 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 66
2. Photo Evaluation 24 25 29 36 30 37 44 31 38 45 26 32 39 46 40 47 28 27 33 41 48 34 35 42 43 49 50 67
2. Photo Evaluation 51 52 53 57 58 61 67 62 54 55 59 63 64 68 69 56 60 65 66 70 71 68
2. Photo Evaluation 72 77 84 90 73 78 85 91 74 79 80 86 75 81 87 92 93 76 83 82 88 89 94 69
2. Photo Evaluation 95 96 100 101 105 106 97 102 107 98 103 108 109 99 104 110 111 70
2. Consumer Interview: Photo Evaluation (A) Category No. Picture No. GOURMET 85, 2, 102, 20, 31, 46, 58, 19, 11, 12, 38, 23 THEATER 65, 61, 105, 18, 1, 82 ACTIVITY THROUGH EXPERIENCE 14, 66, 71, 73, 74, 89, 90, 45, 10, 15, 9, 17, 25, 26, 27, 28, 13 DAILY/NON-DAILY 7, 37, 44, 81, 79, 68, 59, 78, 64, 5 LIQUID（SONW, FOUNTAIN, RIVER） 57, 72, 75, 60, 47, 55, 84, 104, 96, 92, 100, 109, 108, 107, 35, 69, 39 6 PARK / SOMEWHERE SPECIOUS 50, 4, 3, 21, 40, 48, 41, 49, 77, 103, 95 CREATION 80, 24, 30, 22, 29, 42, 54, 70, 67, 52 BUILDING (non-touristic) 110, 111, 106, 101, 99, 94, 93, 98, 8, 16, 6, 34, 33, 51, 43, 36, 62, 91, 83, 88 PHOTOGRAPHIC PICTURES 53, 63, 86, 87, 76, 5, 97, 32, 56 1 2 3 4 7 8 9 71
2. Consumer Interview: Photo Evaluation (B) Category No. Picture No. 1 WALKING 38, 42, 106, 78, 7, 20, 23, 54, 85, 79, 2 BONDING 30, 24, 19, 31, 3, 37, 102, 3 ADVANCE 110, 111, 91, 62, 50, 6, 1, 22, 67, 68, 21 4 GRANDEUR 74, 55, 56 5 TRADITION 81, 88, 83, 96, 97, 18, 92, 16, 87, 33, 86 6 RACE / CULTURE 90, 29, 17, 28, 15, 9, 5, 34 7 LITTLE TOWN 8, 94, 51 8 GOURMET 2, 11, 93, 80, 58 9 LUXURY 46, 59, 69, 52, 105, 57 10 OUTDOOR 77, 76, 104, 73, 47, 70, 107, 26, 13, 49, 75, 72 11 CONSERVATIVE 108, 99, 82, 65, 61, 53 12 REVOLUTION 43, 45, 44, 32 13 SHOPPING 64, 36 14 STREETS 12, 10 15 PARK 84, 103, 41, 48, 63, 60, 89, 40, 39, 109, 95, 4, 100, 14, 35, 98 16 PEACE 66, 101, 25, 71 72
2. Consumer Interview: Photo Evaluation (A) GROUPING・REASON for EVALUATION ＊Please reference Appendix for the photo number chosen by consumer High GOURMET Want to try the local food / Do background research to know the best places to eat. Do not want to fail. （*Favorite pic. 85） THEATER Took ballet lessons and also enjoy watching. Can only experience in that place. EVALUATION Activity through experience Would like to experience things only available in that region. Would like to try cultural costumes FAVORITE PIC: No. 85 「Was most attracted to her smile Could imagine myself in her shoes DAILY/NON-DAILY Enjoy looking at interesting goods LIQUID（SONW, FOUNTAIN, RIVER） Common in touristic places but very peaceful and stressless PARK / SOMEWHER SPECIOUS Enjoy buying food and sitting in park. CREATION Not interested. Can’t see myself buying here and seems able to buy the same in Japan. BUILDING (non-touristic) Not something to go look at. Scenery you can find anywhere. PHOTOGRAPHIC PICTURES Medium Taking photos is not the purpose of travel. Would rather experience things instead. Pic. 19, 20, 102 「want to eat at marche」 73
2. Consumer Interview: Photo Evaluation (B) GROUPING・REASON for EVALUATION High WALKING Many findings. Can see what the local’s everyday life is like. BONDING Medium GROUPING・REASON for EVALUATION GOURMET ADVANCE Would not go to these high-end restaurant in Japan, but might while on vacation. Want to see the local architects and fashion which are different from Japan. OUTDOOR GRANDEUR Can enjoy nature which different from Japan. TRADITION Was attracted by all the historical things that was not ruined over the years. RACE / CULTURE Can experience the country’s cultures. Medium Want to dance in its cultural costumes. EVALUATION To communicate / meet the locals Can Enjoy the European outdoors. (could maybe be done in Japan) CONSERVATIVE Depressing. Not attractive. REVOLUTION Triggers a war image. Seems depressing. SHOPPING Purchasable in Japan LITTLE TOWN STREETS Can not find such a cute town in Japan not memorable. PARK Low FAVORITE PIC: No. 38 「very distinctive pottery. Could imagine a cute restaurant. Can’t imagine myself doing anything in a park PEACE mundane. Not stimulating 74
2. Consumer Interview: Photo Evaluation n Research results l Common reasons to select the photo - Fascinated by photos which can give you an image being the place - Fascinated by contents linked to one’s hobbies, interests and experiences l - Main travel contents that Japanese travelers need for travel destination Local cuisine (Food) Goods that can only be purchased at the cities (Shopping) Interaction with the locals (Activities) Streets that gives you an image of the local lifestyle (scenery) l Evaluation for 11 Balt. Met Cities - Two respondents were interested with the plan that can experience the lifestyle. In those, the pictures of the Baltic Cities were highly evaluated. - We can predict that, by sending lifestyle contents of Baltic Cities, it will increase the recognition and popularity of the Baltic Cities in Japan. 75
Appendix 76 76
Three Baltic Countries Research: Contents that tourist spots provide Original Common Estonia • Old urban areas（world heritage） • Medieval streets • Workshop（Herb picking） • amber • Linen • Song festival • chocolate • Nez tree craftwork • 「wonderland」 • Scene from 「Kiki’s Delivery Service」 • Power spot of island • Uncle Thomas （local character） • Marchs（market） • Home of Christmas Trees • IT developed country • Favorite country of Nashimoto Kaho, the author of “The Witch of the West is Dead” Latvia • Old urban areas（world heritage） • Medieval streets • workshop（herb picking） • amber • Linen • Song festival • chocolate • herb liquor ・architecture • Monumental Stone of freedom • Scenery of the beach • Spa of the yurumal beach Lithuania • Old urban areas（world heritage） • Medieval streets • workshop（herb picking） • Amber • Linen • Song festival • Chocolate • midhuusu • thepperin • Country tourism • Hill of the cross • Hill of the witch • KGB museum • Chiune Sugihara Memorial, Sugihara Street 77
Scandinavia Research: Contents that tourist spots provide in Northern Europe Denmark Norway Sweden Finland • Northern European design • textile • Stone buildings • Anderson • Beautiful nature • Antique （Royal Copenhagen） • Vikings • Chipori Park • Shopping Street • Goods store behind the streets • ecology • Museum Cafe • Munch museum • fiord • Nobel Prize Center • Christmas market • Fresh seafood（salmon, herring, caviar） • Quiet town with greenery • Modest port town • sauna • Aurora • Vikings • skansen • Northern European Design • Nobel Prize Center • Designers hotel • “World’s most beautiful city” • Antique • H&M • Beautiful Nature • Gamura/stan • serger • Viking • darbest • Fresh seafood • “Country of Woods and Lakes” • marimecco • Chocolate • Moomin Valley • Kamome Cafeteria • Fresh Seafood • Northern European Designs • Design Capital of the World 2012 • Santa clause • ugen style buildings • Beautiful nature • Aurora • Culture mixture of East and West • hillberry 78
Berlin/Warsaw Research: Contents that tourist spots provide in Berlin and Warsaw Berlin Warsaw • TV Tower • Wir sind Helden • Museum of walls • Modern Architecture （ Potsdamer Plaz, German Capitol Hill etc） • Museum Island（World Heritage） • Mori Ogai Museum • Holocaust cenotaph • Christmas market • Berlin Philharmonic Orchestra • German food（traditional food、new, trend food、world gourmet） • complex facility using part facing the central courtyard ) • shopping • Artist studio • World Heritage（street scenery） • Modern Architecture • Nature • Warsaw riot monument • Chopin • Mrs. Curie （the house where she was born） • Fashion（texture like fabric） • jyaoki • D. I. Y. 79
Explanation of p. 29 • herbs: special products in the Three Baltic Cities • cepelinai: Lithuanian national dish. • medus: Lithuanian mead 80
Information on “Kiki’s Delivery Service” and “Witch of the West is dead” “Kiki’s Delivery Service” 1989 Studio Ghibili animated film (Japan) • Box-office sales： 4. 5 billion yen • Distribution sales： 2. 17 billion yen • attendance： 2. 64 million people （data from the Japanese Association for Film Production ） Awards: The 13 th Japan Academy Award ・most-talked about award The 44 th Mainichi Film contest Animation Film award The 7 th Goldengloss Award, Moneymaking Film Award, Pre-view contest Award Kinema Jun Pou Dokusha Readers Choice Japanese Fim 1 st place, Readers Choice of Japanese director Award National Film Association Award, best picture award, Japanese Film Director Award Subsidized by Cultural Affairs Agency for Best Film making 1 st place in USA ENTERTAINMENT・WEEKLY magazine 1998 best video “The Witch of the West is Dead” Author: Kaho Nashimoto Published in 1994 June, 2008 film released based on novel Awards: Children Literature Association new face award , Niimi Nankichi Children Literature award, The 44 th Shogakkan Literature Award Other awards won by Kaho Nashimoto 『backyeard』： children literature fantasy award 『Sumitomo Metal Mining』： bookstore award 3 rd place “on the water/off the water”： 2005 Sense of Gender award, 2006 Murasaki Shikibu Award 81
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