The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey:
This study focused on “Ura-Harajuku” where a considerably large number of inbound foreign travelers strolled around on its narrow streets, but not on areas well-known to foreign visitors, such as Ginza or Takeshita street, and then analyzed why such travelers are attracted to “Ura-Harajuku”. The stu...
| Main Author: | |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2022-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.014/_html/-char/en |
| _version_ | 1798004317676896256 |
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| author | Miyuki Egami |
| author_facet | Miyuki Egami |
| author_sort | Miyuki Egami |
| collection | DOAJ |
| description | This study focused on “Ura-Harajuku” where a considerably large number of inbound foreign travelers strolled around on its narrow streets, but not on areas well-known to foreign visitors, such as Ginza or Takeshita street, and then analyzed why such travelers are attracted to “Ura-Harajuku”. The study shows that the most frequent foreign visitors to “Ura-Harajuku” are travelers from China and that they are attracted by street fashion brands that are unique to “Ura-Harajuku”. It is also found clearly that these street fashion brands are perceived differently from other brands that have been considered to be the mainstream of fashion industry until recent years, and are mainly sold in department stores and SCs in Japan. The study also found through a customer journey modifying Kotler 5A model that such street brands are appreciated and recommended by such visitors for its uniqueness with “Ura-Harajuku”. |
| first_indexed | 2024-04-11T12:21:34Z |
| format | Article |
| id | doaj.art-865bc1d694694febbfbb823ddf88ecbe |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T12:21:34Z |
| publishDate | 2022-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-865bc1d694694febbfbb823ddf88ecbe2022-12-22T04:24:05ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692022-03-01414809210.7222/marketing.2022.014marketingThe Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey:Miyuki Egami0Hosei Graduate School of Regional Policy Design, JapanThis study focused on “Ura-Harajuku” where a considerably large number of inbound foreign travelers strolled around on its narrow streets, but not on areas well-known to foreign visitors, such as Ginza or Takeshita street, and then analyzed why such travelers are attracted to “Ura-Harajuku”. The study shows that the most frequent foreign visitors to “Ura-Harajuku” are travelers from China and that they are attracted by street fashion brands that are unique to “Ura-Harajuku”. It is also found clearly that these street fashion brands are perceived differently from other brands that have been considered to be the mainstream of fashion industry until recent years, and are mainly sold in department stores and SCs in Japan. The study also found through a customer journey modifying Kotler 5A model that such street brands are appreciated and recommended by such visitors for its uniqueness with “Ura-Harajuku”.https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.014/_html/-char/eninbound demandchinese touristsstreet fashioncustomer journey“ura-harajuku” |
| spellingShingle | Miyuki Egami The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey: Maketingu Janaru inbound demand chinese tourists street fashion customer journey “ura-harajuku” |
| title | The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey: |
| title_full | The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey: |
| title_fullStr | The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey: |
| title_full_unstemmed | The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey: |
| title_short | The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey: |
| title_sort | study on the attractiveness of ura harajuku for inbound travelers through a customer journey |
| topic | inbound demand chinese tourists street fashion customer journey “ura-harajuku” |
| url | https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.014/_html/-char/en |
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