Analysis of Elements of Regional Attractiveness Based on “Regional Brand Research”

Abstract

This paper clarifies elements of regional attractiveness based on subjective evaluations using data on 1,000 municipalities in Regional Brand Research 2015. First, 75 variables of regional characteristics in the research are summarized into 13 elements by component analysis. Second, elements of regional attractiveness are clarified by multiple regression analysis with subjective attractiveness as an explained variable and the 13 elements as explanatory variables. As a result, it was clarified that subjective attractiveness is composed of 11 elements. The element of tourism and leisure is the most effective in subjective attractiveness, followed by food and agriculture, convenience of living and shopping, and history. The elements clarified in the study will make it possible to evaluate objective regional attractiveness.