earticle

영어

It is one of the big characteristics of Japanese tourists to purchase souvenirs at the sightseeing spots they visit, regardless of whether the spots are at home or abroad. As such consumption behavior largely contributes to the regional economy we often focus on the development of the local specialty goods and souvenirs, and undertake various other efforts as the effective means of the revival and activation of the regional economy of our country. In this report, we are going to focus on "souvenir sweets" which have assumed a market of 800 billion yen, to introduce various efforts by the leading companies of the souvenir sweets in Kyoto - the city of international tourism where 50 million people visit annually - and to examine the directionality of the marketing strategy for the sightseeing souvenirs for the future.

일본어

国内・国外を問わず、訪れた観光地で土産物を購入するという行動は、わが国の観光客の行動の大きな特徴のひとつである。このような消費行動は、地域経済にとって大きく貢献する事から、わが国地域経済再生・活性化の有効な手段「まちおこし」として、しばしば地域特産品・土産物の開発に力が注がれ、多様な取り組みが試みられている。本稿では、観光土産のなかでも、わが国で年間8,000 億の市場とされる「土産菓子」に注目し、年間5,000 万人が訪れる国際観光都市京都での土産菓子メーカーの取り組みを紹介し、今後の観光土産菓子の方向性を検証する。