||地域ブランドの背景と諸相 : 「人口減少社会」と地方の課題をめぐって
The History and Present Realities of Regional Branding : Its Relationship to Population Decline and other Concerns Affecting Japan’s Regional Areas
山崎, 義広Yamasaki, Yoshihiro
291 , 2015-12 , 新潟大学大学院現代社会文化研究科
Japan’s regional areas are facing many problems today, and the possibilities offered by using the name of the area in the brand names of local products (so-called “regional branding”) has started to attract greater interest, as a potential solution to some of these problems. This paper discusses the increase in the average age of the population in Japan’s regional areas -- and even the possible disappearance of many of these areas -- with a focus on the declining birthrate as one reason for these concerns. It also discusses the population flow from these regions to the cities, including both the “U-Turn” (leaving when young and coming back many years later) and “I-Turn” (Moving to unfamiliar region) phenomena, as well as the real impact of tourism on some of these areas. Our results underlined the importance, for future research into the phenomenon of regional branding, of the existence of Actors deeply engaged in the long-term development of these regional areas. It was seen that the special role played in these regional areas by businesses will require further study, especially from a CSV (creating shared value) point of view.