Tourist Perceptions of Traditional Japanese Vegetable Brands: A Quantitative Approach to Kaga Vegetable Brands and an Information Channel for Tourists at the Noto GIAHS Site

Abstract

Brands for local vegetables in various regions in Japan are created and entering competitions in the market. In this paper, we analyze one type of traditional vegetable, Kaga, which is named for one of the two subregions that constitute Ishikawa Prefecture, situated on the Sea of Japan. The Kaga brand has existed since the postwar era. Our analysis focuses on consumer perception and the limiting factors of the Kaga brand. For our research, we conducted face-to-face interviews with tourists at local food markets, using a structured questionnaire. We interviewed 378 Japanese respondents at the Noto Shokusai Market (Noto Shokusai Ichiba) and Wajima Morning Market (Wajima Asaichi), both popular tourists' destinations. In the questionnaire, we analyzed 12 parameters, including place of residence, age, gender, type of shop, information sources (television, Internet, friends' word-of-mouth advertising, guidebooks, posters, etc.), and purchase amounts. Specifically, we analyzed which channels and media as information sources on traditional vegetables influenced consumer choices. Analytical results indicate that the Internet, friends, guidebooks, posters, purchase amount, and age were not significant factors influencing purchase choice, while more conventional communications channels such as shops, television, and newspaper were more influential.