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1 1 BaltMet Promotion Marketing Research 1 Copyright © Integrate Co., Ltd. All rights reserved.

2 Agenda 0.Procedure of Marketing Research 1.Research and Analyses 1-1. Public Research (FACT, Coverage, Blog and Opinion) 1-2. Personal Research (Consumer Research: Depth Interviews) 2.Hypothesis 2-1. Context Map and Hypothesis story I.Baltic Cities II.Scandinavian Cities III.Berlin and Warsaw 2-2. Hypothesis Verification I.Media Hearing (TV and Magazine) II.Travel Agency Hearing III.Consumer Research (Group Interview) 3.Conclusion Additional Research: Photo Evaluation Appendix 2

3 3 3 0 Procedure of Marketing Research

4 0. Procedure of Marketing Research Factual information about the 11 cities In the BaltMet Insight and expectations from Japanese tourists Interest in Travelling Abroad (e.g. Europe and North Europe Goal of Phase 1: to built the context between BaltMet and Japanese tourists Opinion Hearing FACT Coverage Consumer Interview Blog Research Purpose Japanese tourists Research Methods Objective of marketing research 1. Finding out public trend toward Lifestyle experience in Baltic Sea Region 2. Establish key messages to support actual marketing activities

5 Consumer research Depth interviews Phase1Phase2 FACT research Personal Research Public research Story Set Up Hypothesis planningHypothesis verification Scheme Final report Coverage research Blog research Opinion hearing Primary Hypothesis Consumer interview Consumer research Photo evaluation Preliminary report 5 Mass media screening Story Set Up Travel Agency hearing Secondary Hypothesis

6 Schedule 4/26W5/3W5/10W5/17W5/24W5/31W6/7W6/14W6/21W6/28W7/5W7/12W Phase1Phase2 7/19W7/26W8/2W8/9W8/16W FACT research Coverage research Blog research Consumer research Depth interview Preliminary report(5/25) Mass media hearing Final report(8/16) Travel agency hearing Consumer interview (Depth interview & Photo evaluation) Opinion hearing 6

7 7 7 Phase 1

8 8 8 1 Purposes To understand how Japanese people consider about traveling abroad, and their expectation for the destination, and To discover new travel contents of BaltMet. Research and Analyses 1-1. Public Research (FACT, Coverage, Blog and Opinion) 1-2. Personal Research (Consumer Research: Depth Interviews)

9 1-1. Public Research Purpose and Method 9 FACT research Gather numerous information for searching key points of strategical planning based on books, documents, media and coverage. Coverage research Use research databases (newspapers, magazines, and TV), and search about Japanese tourists who travel abroad, and Baltic Sea area, Blog research Search relative keywords of oversea sightseeing and Baltic Sea to understand considerations of peoples. Opinion Hearing Gather tourism information on unknown or unpublicized trends of the BaltMet cities.

10 1-1. Public Research: FACT Research New Confirmation and Discovery (See pg. 13) About travel information of BaltMet Cities which informed in Japan: there are variety of Information and contents available for Scandinavian Cities, while those of Three Baltic Cities are limited. Findings In the 11 BaltMet Cities, there are two types of cities that provide information on the elements /contents that Japanese tourists expect, and dont provide information on the elements/contents that Japanese tourists expect. 10

11 1-1. Public Research: Coverage research New Confirmation and Discovery (See pg. 13) The most reported city is Berlin for 11 BaltMet Cities. The number of volumes of coverage (TV and newspapers) become high when special events, such as conference and athletic event, are held. According to the volumes of the coverage, the BaltMet Cities are divided into three groups: 1. Berlin, 2. Scandinavian Cities, Sankt-Petersburg, and Warsaw, and 3. the three Baltic Cities + Malmo. Findings Correlation between the number of report and recognition of each city. Berlin and Scandinavian Cities are well known for medias while travel information about Three Baltic Cities is not enough for Japanese Tourists. To convey information about the Baltic Cities which attract Japanese tourists is necessary. 11

12 1-1. Public Research: Blog Research 12 New Confirmation and Discovery (See pg. 13) The most reported city is Berlin for 11 BaltMet Cities. The number of volumes of blog become high when special events, such as conference and athletic event, are held. According to the volumes, the BaltMet Cities are divided into three groups: 1. Berlin, 2. Scandinavian Cities, Sankt-Petersburg, and Warsaw and 3. the three Baltic Cities + Malmo. Findings General trend of blogs is similar to that of coverage The numbers of blog might increase with media reports.

13 1-1. Public Research: FACT, Coverage & Blog Summary Figure 3 Figure 4 Figure 5 Secondary Research for the 11 cities in the BaltMet books/web/newspapers/magazines/TV/blog newspapers magazines TV blog 15 World Championships in athletics Berlin Copenhagen St.Petersburg Oslo Stockholm Warsaw Helsinki Tallinn Malmo Riga Vilnius Berlin Stockholm Copenhagen Helsinki Oslo St.Petersburg Warsaw Tallinn Riga Vilnius Malmo Berlin Copenhagen Oslo Stockholm Helsinki Warsaw St.Petersburg Riga Malmo Vilnius Tallinn Figure 6 Berlin Copenhagen Helsinki Stockholm Warsaw Oslo Tallinn Riga St.Petersburg Malmo Vilnius World Championships in athletics World Championships in athletics 13

14 1-1. Public Research: Opinion hearing 14 New Confirmation and Discovery Main tourist contents of 11 BaltMet Cities Copenhagen, Stockholm, Helsinki, and Oslo: refined modern town and design, and nature. Tallinn, Riga, and Vilnius: The Historic Centre (World Heritage), nature workshop, familiar contents to Japanese people (e.g. movie, novel, stage of the animated cartoon, and person who connect Japan and these countries). Berlin: Berlin Wall. Additionally, possibility of new air route that connects Japan with Berlin. Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. Findings BaltMet cities are classified into three groups based on their tourist contents, such as Nature, designScandinavian Cities The Historic Centre (World Heritage)Three Baltic Cities History(war)Berlin and Warsaw

15 1-2. Personal Research Purpose and Method 15 Purpose and Method Consumer Research (Depth Interview) Search factual information about the BaltMet Cities, and find insights and expectations from Japanese tourists based on secondary research

16 1-2. Personal Research: Consumer research (Depth interview) AgeSex Type of Travel Occupation Travel Destination to the Baltic Cites (number of visited times) A45FTourHousewife Stockholm(1), Copenhagen(2), Helsinki(1), St.Petersburg(1), Tallinn 1 B43FTourOffice WorkerStockholm(1), Copenhagen(1), Helsinki(1), Riga(1) C35FTourOffice Worker Stockholm(1), Turku(1), Naantali(1), Helsinki(1), Tallinn 1 D31FTourStudent Stockholm(1), Copenhagen(2), Helsinki(1), Tallinn 1 General Information on Consumer (people who travel Scandinavian Cities and Three Baltic Cities) 16

17 1-2. Personal Research: Consumer research (Depth interview) New Confirmation and Discovery Purposes of travel are variable (refreshment, discovering, sightseeing, etc...) Japanese tourists chose destination by their period of holiday. They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. Findings The motivating factor for a trip to Scandinavian Cities was a recommendation from a family member or friends. Then, they collected information and set their goal and theme. Their expectations for their trip to Scandinavian Cities were largely satisfied and they are want to visit again. They chose Tallinn for excursion from Helsinki. Because they had almost no prior information about Tallinn, they could not set a goal or clear theme, and then they were not satisfied for the excursion. 17

18 Summary of Each Research Quantitative DataQualitative Data FACT Number of Publication (travel guide books) There are three groups for BaltMet based on number of travel guide book (1. Germany, 2. Scandinavian Countries + Russia + Poland, and 3. the Three Baltic Countries + Malmo). Personal Research Travelers have high expectation for standard contents (e.g. famous and historical places and cultures). As the age group goes high, travelers expectation for special contents gets higher. Acknowledgment level of Scandinavian cities, Berlin, and Warsaw is high, and these countries have key tourist contents. On the other hand, three Baltic cities are not well known in Japan. Coverage Media report (order of amount) Newspaper Berlin, Copenhargen, and Sankt Peterburg Magazine Berlin, Stockholm, and Copenhagen TV Berlin, Copenhagen, and Oslo The report of Malmo, Vilnius, Riga, and Tallinn is hardly seen together as for all media. Trend Copenhagen shows the highest volume in 2009 which probably caused by COP15 and World Championships in Athletics. Blog Blog Report (order of amount) Berlin, Copenhargen, and Helsinki Opinion Main tourist contents Scandinavian Cities: Design and nature. The Three Baltic Cities: The Historic Centre (World Heritage) Berlin: Berlin Wall. Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. Depth Personal Research They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. Scandinavian Cities Design and Nature. Three Baltic Cities: Japanese tourists chose Tallinn for excursion from Helsinki. However, because they had almost no prior information, they could not set a goal or clear theme, and did not have a satisfying the travel. Berlin and Warsaw: The image of the war is established between Japanese tourists Group Interview in Phase2. 18

19 Summary of Each Research Quantitative DataQualitative Data FACT Number of Publication (travel guide books) There are three groups for BaltMet based on number of travel guide book (1. Germany, 2. Scandinavian Countries + Russia + Poland, and 3. the Three Baltic Countries + Malmo). Personal Research Travelers have high expectation for standard contents (e.g. famous and historical places and cultures). As the age group goes high, travelers expectation for special contents gets higher. Acknowledgment level of Scandinavian cities, Berlin, and Warsaw is high, and these countries have key tourist contents. On the other hand, three Baltic cities are not well known in Japan. Coverage Media report (order of amount) Newspaper Berlin, Copenhargen, and Sankt Peterburg Magazine Berlin, Stockholm, and Copenhagen TV Berlin, Copenhagen, and Oslo The report of Malmo, Vilnius, Riga, and Tallinn is hardly seen together as for all media. Trend Copenhagen shows the highest volume in 2009 which probably caused by COP15 and World Championships in Athletics. Blog Blog Report (order of amount) Berlin, Copenhargen, and Helsinki Opinion Main tourist contents Scandinavian Cities: Design and nature. Three Baltic Cities: The Historic Centre (World Heritage) Berlin: Berlin Wall. Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. Depth Personal Research They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. Scandinavian Cities Design and Nature. Three Baltic Cities: Japanese tourists chose Tallinn for excursion from Helsinki. However, because they had almost no prior information, they could not set a goal or clear theme, and did not have a satisfying the travel. Berlin and Warsaw: The image of the war is established between Japanese tourists Group Interview in Phase2. 19 Findings The BaltMet Cities are classified into three groups according to an amount of the exposure. 1. Berlin 2. Scandinavian Cities + Sankt- Petersburg + Warsaw 3. Three Baltic Cities + Malmo Findings The BaltMet Cities are classified into three groups according to an amount of the exposure. 1. Berlin 2. Scandinavian Cities + Sankt- Petersburg + Warsaw 3. Three Baltic Cities + Malmo

20 Summary of Each Research Quantitative DataQualitative Data FACT Number of Publication (travel guide books) There are three groups for BaltMet based on number of travel guide book (Germany, Scandinavian Countries + Russia + Poland, and Baltic Countries + Malmo). Personal Research Travelers have high expectation for standard contents (e.g. famous and historical places and cultures). As the age group goes high, travelers expectation for special contents gets higher. Acknowledgment level of Scandinavian cities, Berlin, and Warsaw is high, and these countries have key tourist contents. On the other hand, three Baltic cities are not well known in Japan. Coverage Media report (order of amount) Newspaper Berlin, Copenhargen, and Sankt Peterburg Magazine Berlin, Stockholm, and Copenhagen TV Berlin, Copenhagen, and Oslo The report of Malmo, Vilnius, Riga, and Tallinn is hardly seen together as for all media. Trend Copenhagen shows the highest volume in 2009 which probably caused by COP15 and World Championships in Athletics. Blog Blog Report (order of amount) Berlin, Copenhargen, and Helsinki Opinion Main tourist contents Scandinavian Cities: Design and nature. The Three Baltic Cities: The Historic Centre (World Heritage) Berlin: Berlin Wall. Warsaw: Existence of negative image that has taken root in Japan such as Auschwitz. Depth Personal Research They unconsciously or consciously obtain certain image before they chose travel destination, and then they start collecting information about their destination. Scandinavian Cities Design and Nature. Three Baltic Cities: Japanese tourists chose Tallinn for excursion from Helsinki. However, because they had almost no prior information, they could not set a goal or clear theme, and did not have a satisfying the travel. Berlin and Warsaw: The image of the war is established between Japanese tourists Group Interview in Phase2. 20 Findings Acknowledgment level of 11 BaltMet Cities Scandinavian Cities, Berlin, Warsaw: high Three Baltic Cities: Low It is difficult to introduce all countries, where the acknowledgment level is different to a Japanese tourist, as one settlement. Tourist Contents of 11 BaltMet Cities Design and nature: Scandinavian cities The Historic Centre (World Heritage): Baltic cities The image of the war: Berlin and Warsaw They are classified into three groups based on tourist contents. Opinion hearing for Malmo and Sankt-Petersburg were not taken. Findings Acknowledgment level of 11 BaltMet Cities Scandinavian Cities, Berlin, Warsaw: high Three Baltic Cities: Low It is difficult to introduce all countries, where the acknowledgment level is different to a Japanese tourist, as one settlement. Tourist Contents of 11 BaltMet Cities Design and nature: Scandinavian cities The Historic Centre (World Heritage): Baltic cities The image of the war: Berlin and Warsaw They are classified into three groups based on tourist contents. Opinion hearing for Malmo and Sankt-Petersburg were not taken.

21 Summary of Each Research 21 Balt Met Baltic Cities Berlin Warsaw Classified into three groups based on tourist contents Scandinavian Cities

22 Summary of Each Research 22 Balt Met Current StatusSolution It doesn't transmit to a Japanese tourist because of limited information about Three Baltic Cities, although there are a symbol of the World Heritage and activities of lifestyle experience. It is necessary to introduce attractive points of Three Baltic Cities to Japanese tourists. There are symbols such as design and nature, and it receives high acclaim from a Japanese tourists. It is necessary to develop subcontents for the tourist to raise number of Japanese tourists to Scandinavian Cities. There is no bright image as a sightseeing spot. A new symbol is necessary to hold a bright, attractive image as a sightseeing spot. Three Baltic Cities Berlin Warsaw Scandinavian Cities

23 Summary of Each Research 23 Balt Met Current StatusSolution It doesn't transmit to a Japanese tourist because of limited information about Baltic Cities, although there are a symbol of World Heritage and activities of lifestyle experience. It is necessary to introduce attractive points of Baltic Cities to a Japanese tourist. There are symbols such as design and nature, and it receives high acclaim from a Japanese tourist. It is necessary to develop subcontents for the tourist to raise number of Japanese tourists to Scandinavian Cities. There is no bright image as a sightseeing spot. A new symbol is necessary to hold a bright, attractive image as a sightseeing spot. Baltic Cities Berlin Warsaw Scandinavian Cities For solving the problems for each group, seven hypothesis stories are made, and then the acceptability of each stories is verified in Phase 2.

24 24 Phase 2

25 25 2 Hypothesis 2-1. Context Map and Hypothesis story I.Baltic Cities II.Scandinavian Cities III.Berlin and Warsaw 2-2. Hypothesis Verification I.Media Hearing (TV and Magazine) II.Travel Agency Hearing III.Consumer Research (Group Interview)

26 2. Hypothesis 26 Purpose and Method Hypothesis The consciousness survey of Japanese travelers were carried in Phase 1. The traveler's expectation, and travel contents are connected in the context maps to make hypothesis stories for three directions (I. Baltic Cities, II. Scandinavian Cities, and III. Berlin and Warsaw).

27 2-1. Context Map and Hypothesis story: Procedure Recreation Mental condition before tourists decide to travel Purpose of the travel Free from stress Escape from reality 27 I want to be Refreshed I want to discover something new I want to make theme for the travel Balt Met Travel contents obtained from FACT Research and Opinion Hearing. Expectations for travel obtained from Depth Interview. (See Appendix) Contents provided by a BaltMet tourist siteExpectations of traveler Scandin avian Cities Baltic Cities Berlin Warsaw Tourists I want to see Historic places (See pg. 17)

28 2-1. Context Map and Hypothesis story: Procedure Recreation Mental condition before tourists decide to travel Purpose of the travel Free from stress Escape from reality 28 Balt Met Contents provided by a BaltMet tourist siteExpectations of traveler Scandin avian Cities Baltic Cities Berlin Warsaw ? ? Emotional benefits from travels I want to be Refreshed I want to discover something new I want to make theme for the travel The traveler's expectation and travel contents are connected in the context maps to make attractive hypothesis stories for Japanese tourists. Tourists I want to see Historic places ?

29 29 2-1. Context Map and Hypothesis story I.Baltic Cities II.Scandinavian Cities III.Berlin and Warsaw

30 Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site I. Baltic Cities: Context Map Tourists Medus* Cepelinai* Country Tourism Linen Amber Herb* Marche in Riga Stage of Kiki's Delivery Service* Balt Met The Historic Centre Baltic Cities 30 I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel : See appendix Hill of Witches

31 Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site I. Baltic Cities: Context Map Tourists Local Craft goods Natural Workshop Local foods Medus Cepelinai Country Tourism Linen Amber Hill of Witches Herb Stage of Kiki's Delivery Service Hayao Miyazaki Kaho Nashimoto Kikis Delivery Services The Witch of The West is Dead The World of Land of Storybook immersed in the storys world Balt Met unexplored region of the Europe Nature Lifestyle in Balt recurrence to nature The Only Survived Medieval City The World Heritage The Historic Centre Baltic Cities 31 I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel *See Appendix (pg. 80) Marche in Riga

32 Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site I. Baltic Cities: Context Map Tourists Local Craft goods Natural Workshop Local foods Medus Cepelinai Country Tourism Linen Amber Herb Marche Stage of Kiki's Delivery Service Hayao Miyazaki Kaho Nashimoto Kikis Delivery Services The Witch of The West is Dead The world of Land of Storybook immersed in the storys world Balt Met unexplored region of the Europe Nature ifestyle in Balt recurrence to nature The only survived Medieval City The World Heritage The Historic Centre Baltic Cities 32 I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel *See Appendix (pg. 80) Hill of Witches

33 Nature Lifestyle in Balt Protected lifestyle of people with love for nature in Balt I. Baltic Cities: Hypothetical Story Main Story Materials and Images FACT 33 The great natural life in untouristy Baltic Cities Why dont you enjoy experiencing the lifestyle in great nature through the local foods full of fresh ingredients, and sundry goods using linens and ambers. Aurora and Fjord in Northern Europe, Yosemite National Park and Grand Canyon in the United State, etc… The tour to experience the beauty of nature is popular for all ages The tour to experience the nature is popular among all age group Travel agen.cy interview The popular tour is not only for seeing nature but also Eco-tour, which contributing environmental and cultural protection in recent days. As Increasing the awareness of Ecology, experience-based Eco-tour is hugely popular. Travel agency interview The three Baltic Cities are known to people to experience the nature in actual lifestyle through activities. I felt connecttio to nature through each sundry goods. I think this country is united with nature. Travel Blog Mr./Ms. Getting the nature as tour sites, the activity you can experience in the Baltic Cities is the ultimate ecology. Group interview Mr./Ms. A

34 Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site I. Baltic Cities: Context Map Tourists Local Craft goods Natural Workshop Local foods Medus Cepelinai Country Tourism Linen Amber Herb Stage of Kiki's Delivery Service Hayao Miyazaki Kaho Nashimoto Kikis Delivery Services The Witch of The West is Dead The World of Land of Storybook immersed in the storys world Balt Met unexplored region of the Europe Nature Lifestyle in Balt recurrence to nature The Only Survived Medieval City The World Heritage The Historic Centre Baltic Cities 34 I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel *See Appendix (pg. 80) Hill of Witches Marche in Riga

35 The Only Survived Medieval City The town takes you back to 800 years ago I. Baltic Cities: Hypothetical Story 35 There are about 900 World Heritages of ruins, landscapes, and nature in the world. A tour traveling around World Heritage keeps fascinating tourists of all ages and gender. How about slipping back to 800 years ago in the World Heritage of streets of old urban area. There are also streets in old urban area of the Baltic Cities where you can feel the histories of old ages. The old lifestyle is still remaining in the cities because streets are not touristy compared with other countries. The most expected in travel destination are Popular sights landmarks cultures. People of all ages have a high expectation to it. The survey on the attitudes of Japanese tourists by MLIT The tour to see ruins, especially in Historic Centre of Florence and Vienna, is one of the most popular content of travels. Tour of exploring World Heritage cities is very popular. Especially tours in Europe have high popularity through a year. Travel agency interview Baltic Cities were not that spectacular compared with other countries. But I believe this is the only place to see actual lifestyle in the World Heritage. Travel Blog Mr./Ms. It is worth to visit to Baltic Cities because the buildings of the 13th century is still remaining. I really dont know much of this country but very attractive to visit. Travel Blog Mr./Ms. Main Story Materials and Images FACT

36 Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site I. Baltic Cities: Context Map Tourists Local Craft goods Natural Workshop Local foods Medus Cepelinai Country Tourism Linen Amber Raganų kalnas Herb Stage of Kiki's Delivery Service Hayao Miyazaki Kaho Nashimoto Kikis Delivery Services The Witch of The West is Dead The world of Land of Storybook immersed in the storys world Balt Met unexplored region of the Europe Nature lifestyle in Balt recurrence to nature The only survived Medieval City The World Heritage The Historic Centre Baltic Cities 36 I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel *See Appendix (pg. 80) Marche in Riga

37 The World of Land of Storybook New attractiveness of travel in the unknown world The Balt States also have the world of The Land of Storybook as well as these countries. In the Balt States, you could see the world of KiKis Delivery Service(98) and The witch of the west is dead. Staying in the countries of the Baltic States make us feel like being a hero/heroine of story tales. How about enjoying the experience once? Film tour has been received attentions in these days. Yon-sama tour made waves in Korea, andRuokala lokki tour was caught on big in Finland among young females. On the other hand, the tour to visit Land of Storybook of Andersen in Denmark and Marchen in Germany has been popular as well. After Sonata of Winter (Korean TV drama, the statistics of entry and departure of Japanese grew 36% in the first half of 2004. The tourism department of Korea survey Visiting Helsinki to soak up the world of Ruokala lokki TV, Interview Lovely towns (at the fairy tale route)make me feel like in Dreamland 4travel daily Old urban area in Tallin is well- known as the setting model of Kikis Delivery Service in Japan. Travel Blogger Tamas The words oh, this is the world of Kikis Delivery Service just came from my mouth Travel Blog If I describe the Baltic States in one word, it must be the Land of Storybook TV, Interview 37 I. Baltic Cities: Hypothetical Story Main Story Materials and Images FACT

38 38 2-1. Context Map and Hypothesis story I.Baltic Cities II.Scandinavian Cities III.Berlin and Warsaw

39 Il. Scandinavian Cities: Context Map Andersen LEGO Tivoli Christmas Muumimaailma Santa Claus Gamla Stan Balt Met Stroget Karl Johans gate ESpLanadi katu Salmon Mushroom Caviare First class chefs Herrings Bilberry Ruokala lokki 39 Scandin avian Cities Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site Tourists I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel

40 Il. Scandinavian Cities: Context Map Wonderland in Northern Europe Andersen LEGO Tivoli Christmas Muumimaailma Santa Claus Gamla Stan Balt Met Stroget Two sides of shopping street in Northern Europe Karl Johans gate ESpLanadi katu Return to a pure child age Filled desire of reclamation Salmon Mushroom The latest Cuisine of the World Caviare First class chefs Herrings Bilberry Ruokala lokki Happy and Healthy Food 40 Scandin avian Cities Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site Tourists I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel

41 Il. Scandinavian Cities: Context Map Wonderland in Scandinavian Cities Andersen LEGO Tivoli Christmas Muumimaailma Santa Claus Gamla Stan Balt Met Stroget Two Sides of Shopping Street in Scandinavian Cities Karl Johans gate ESpLanadi katu Return to a pure child age Filled desire of reclamation Salmon Mushroom The Latest Cuisine of the World Caviare First class chefs Herrings Bilberry Ruokala lokki Happy and Healthy Food 41 Scandin avian Cities Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site Tourists I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel

42 Wonderland in Scandinavian Cities Countries where to reminisce the world of fantasy you loved in childhood. II. Scandinavian Cities: Hypothetical Story 42 Northern Europe as the place to experience the world. Northern Europe is known as the birth places of The story tales of Andersen and Moomin and you can glimpse the world of storybooks. So, you can reminisce the fantasy you loved in childhood everywhere in Northern Europe. How about slipping back to your childhood in the Northern Europe. There are many story tales we loved in childhood. A lot of people who hope to experience these views of the world tend to visit model places. Have you ever had a dream to experience the world of fantasy such as The load of the Rings, The Chronicles of Narnia, and other stories? Since I read Anne of Green Gables in childhood, I have wanted to visit the Prince Edward Island Travel Blog Mr./Ms. When I was little, I wanted to be the hero of the story of The Chronicles of Narnia and travel to the country. I really enjoyed the latest movie of the story and reminisced the view of the world. Travel blog Mr./Ms. Pretty arts are everywhere and they reminded me of memories when I was a kid. Travel blog Mr./Ms. I really would like to visit Northern Europe because I have been into the story of Andersen and Moomin since I was little. Group interview in F magazine Main Story Materials and Images FACT

43 Il. Scandinavian Cities: Context Map Andersen LEGO Tivoli Christmas Muumimaailma Santa Claus Gamla Stan Balt Met Stroget Karl Johans gate ESpLanadi katu Return to a pure child age Filled desire of reclamation Salmon Mushroom Caviare First class chefs Herrings Bilberry Ruokala lokki Happy and Healthy Food 43 Scandin avian Cities Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site Tourists I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel Wonderland in Scandinavian Cities Two Sides of Shopping Street in Scandinavian Cities The Latest Cuisine of the World

44 The Latest Cuisine of the World The attractiveness of Scandinavian Cities for future There is more to it. Chefs in Scandinavian Cities are the one of the bests in the cook-offs of the world. Why dont you enjoy the foods by the best chefs in the Scandinavian cities? Over the past few years, the information about Scandinavian Cities has been transmitted and the number of travelers tend to be increased. There are so many attractive key words in Scandinavian Cities such as sophisticated designs, beautiful nature, slow life, etc Travelers to Scandinavian Cities has been increased 10% every year. Survey by tourist bureau of I wish to visit Scandinavian Cities to see the sophisticated designs! Travel Blog Mr./Ms. A mushroom in Scandinavian countries is a masterpiece. It is difficult to stock them because of short harvest age and limited crops. Many chefs are looking forward to the imported mushroom. Interview to a Japanese chef 24 countries joined the traditional cook-off of French Bocuse dOr. Three out of top five chefs are from Scandinavian countries: Norway in 1 st, Sweden in 2 nd, and Denmark in 4 th place. From HP of Bocuse dOr The modern Scandinavian Foods with French cooking skills, and ingredients of the Scandinavian cities have been received to attention. PRESIDENT(2009.8.17) On the other hand, food is the one of unknown appeals of Scandinavian Cities. Ingredients are made by people who attach importance of natural environment and lifestyle. There are so many great ingredients the Japanese famous chefs deeply into. 44 Main Story Materials and Images FACT II. Scandinavian Cities: Hypothetical Story

45 Il. Scandinavian Cities: Context Map Andersen LEGO Tivoli Christmas Muumimaailma Santa Claus Gamla Stan Balt Met Stroget Karl Johans gate ESpLanadi katu Return to a pure child age Filled desire of reclamation Salmon Mushroom Caviare First class chefs Herrings Bilberry Ruokala lokki Happy and Healthy Food 45 Scandin avian Cities Expectations of travelerEmotional benefits from travelsContents provided by a BaltMet tourist site Tourists I want to be Refreshed I want to discover something new I want to make theme for the travel I want to see Historic places Recreation Free from stress Escape from reality Mental condition before tourists decide to travel Purpose of the travel Wonderland in Scandinavian Cities Two Sides of Shopping Street in Scandinavian Cities The Latest Cuisine of the World

46 Two Sides of Shopping Street in Scandinavian Cities Main Street famous design shops line and Back Streets hidden prestige shops line Items includes designs and furniture are the one of appeals of Scandinavian countries. Purchasing the designed items is also the one of the greatest pleasures for Japanese travelers. There are so many hidden prestige shops in the Scandinavian Cities. There are general stores and cafes that local people usual go to. Finding these local stores is also the pleasure of travel. There are varieties of shops in main and back streets in the Scandinavian Cities. You can enjoy both visiting famous stores, and shopping in local way. You can find your way of shopping in the Scandinavi- an Cities. 46 Because It is during a sale in the Scandinavian Cities in this season, Items of iittala and marimekko are much cheaper than usual. I recommend to visit there in good timing. Magazine interview article of chief editor There is nice store in back streets of. I heard that Mr./Ms., big fan of the Scandinavian Cities. From magazine Travel reporter Shopping is, of course, the one of the great pleasure of the travel to the Scandinavian Cities. But thing you get in the store only local people know is only thing tells you the roots of the Scandinavian Cities. Nordic govt Main Story Materials and Images FACT II. Scandinavian Cities: Hypothetical Story Over the past few years, the information about Scandinavian countries has been transmitted, and the number of travelers tend to be increased. There are so many attractive key words in Northern Europe such asSophisticated designs, beautiful nature, slow life Travelers to Northern Europe has been increased 10% every year. Survey by tourist bureau of I wish to visit the Scandinavian Cities to see the sophisticated designs! Travel Blog Mr./Ms.

47 47 2-1. Context Map and Hypothesis story I.Baltic Cities II.Scandinavian Cities III.Berlin and Warsaw

48 Ill. Berlin and Warsaw: Context Map Art Studios Madame Curie Chopin D.I.Y. Play Jaoki Balt Met Collapse of The city Modern & Old towns Berlin Warsaw Berlin Wall Tourists Museum Höfe Cafe Berlin Warsaw Auschwitz 48 Expectations of travellerEmotional benefits from travelsContents provided by a BaltMet tourist site Mental condition before tourists decide to travel Purpose of the travel Recreation Free from stress Escape from reality

49 Ill. Berlin and Warsaw: Context Map Geniuses Art Studios Madame Curie Chopin D.I.Y. Play Jaoki Balt Met Collapse of The city Reviving town Creativity Modern & Old towns Berlin Warsaw Street culture Berlin Wall Stroll around the wall Tourists Arts Museum Höfe Cafe Culture Power Spot Culture Berlin Warsaw Auschwitz 49 Expectations of travellerEmotional benefits from travelsContents provided by a BaltMet tourist site Mental condition before tourists decide to travel Purpose of the travel Recreation Free from stress Escape from reality

50 Ill. Berlin and Warsaw: Context Map Geniuses Art Studios Madame Curie Chopin D.I.Y. Play Jaoki Balt Met Collapse of The city Reviving town Creativity Modern & Old towns Berlin Warsaw Street culture Berlin Wall Stroll around the wall Tourists Arts Museum Höfe Cafe Culture Power Spot Culture Berlin Warsaw Auschwitz 50 Expectations of travellerEmotional benefits from travelsContents provided by a BaltMet tourist site Mental condition before tourists decide to travel Purpose of the travel Recreation Free from stress Escape from reality

51 Culture Power Spot Cities of Energy, Berlin and Warsaw As mentioned, the power of people who love their town has been increasing and blast the sad image of the past year by year. Berlin and Warsaw are the town you can see the power of citizens. How about traveling these powerful spots. The travel destination with healing and power spots have been popular in these days in Japan. Many Japanese travelers go to power spots such as Mr. Fuji and the shrine of Ise in Japan, Pyramid in Egypt, Kilauea in Hawaii. III. Berlin, Warsaw Hypothetical Story Research about the travel destination Domestic tour hot springs, nature, power spot, etc. Overseas tour World Heritage, nature, communication with locals, power spot Research result I felt totally relaxed with cheerfulness of Uminchu. Travel blog Mr./Ms. Spain has the image of passion. Visiting Spain made me feel more powerful. Amaba blog Mr./Ms. The whole town of Berlin was like museum. Arts all over the town made me forget the unhappy image of the town.2 Travel blog Mr./Ms. The town of Warsaw was re- created even a small scratch on the wall that existed before the war. Poland govt I got a power through the tour! Travel Blog Mr./Ms. Not healing, it is the spot of the man power. magazine Now Warsaw is the most popular power spot. Because they faced the danger of break down their city, they have vibrant patriotism to re-build their town for next generations. Focus on Berlin, young artists own their studios in Berlin, and they provide arts to local life to make people happy. On the other hand, There are travelers who choose the destination to feel power of local people such as Okinawa and Spain. 51 Main Story Materials and Images FACT Healing power spot Spain

52 2-2. Hypothesis Verification The acceptability of seven stories were verified by three investigations. I.Media Hearing(TV & Magazine) II.Travel Agency Hearing III.Group Interview 52

53 I. Media Hearing(TV & Magazine): Characteristics of each media NameInformationCore target Decisional factor of the program Past program TV Travel SaladNetwork 27 station Audience rating ~6% Men/Women Over fifties Standard travel contents (foods, hotel, activities, sightseeing, etc.) Personal travel contents (hobby) High acknowledge level of the destination Egypt, south Italy, South Korea, New Zealand, Hawaii, Thailand, Bulgaria, Romania, Tunisia, and Republic of Malta, New York, Australia, Taiwan, the Philippines, Fiji, China, Guam, and Italy and Russia Magazine CREA TravellerCirculation ~35,500 Women Thirty to forties Everything which related to travel (foods, hotel, activities, sightseeing, etc.)are attractive. Hawaii, Spain, Venice, Maldives, Mauritius, bordeaux, and Burgundy HanakoCirculation ~85,000 Women Twenties to thirties Reality in travel costs, and the satisfaction rating is expected to be high. Mainly Japan, Hawaii, London TRANSITCirculation 33,000- 43,000 Men/Women 25 to 35 years old Undiscovered cities. Cities having beautiful view spot, and attractive characteristics on history, politics, and economy. China, Andes, and Spanish & Portugal, Hawaii, Himalayas, Greece, East Europe, Thailand, and Morocco 53 CREA TravellerHanakoTRANSIT

54 I. Media Hearing(TV & Magazine): Verification of Hypothesis Story 54 Hypothesis Story Media Comment TV Magazine Baltic Cities Nature Lifestyle in Balt Generally high reputation. Guiding by three combinations is the best. The Only Survived Medieval City The World of Land of Storybook Scandinavian Cities Wonderland in Scandinavian Cities Shopping is one of favors of viewer and reader. The popularity of food is high, but they may not make tour only for the food. The Latest Cuisine of the World Two Sides of Shopping Street in Scandinavian Cities Berlin Warsaw Culture Power Spot The negative image is still remained by this story. Findings The main travel contents are spending time in town (foods, shopping, sightseeing, etc). It is important to make them virtually experience through photographs in TV/Magazine. There is a possibility in the meaning of novelty because the Baltic Cities are the undeveloped place. The acceptability of the Baltic Cities will be higher to Japanese tourists when they are introduced through an attractive image. It will be more attractive due to combination of the hypothesis story. *symbols: potential for reporting ( highly accepted, accepted, and need more attractive message)

55 II. Travel Agency Hearing: Characteristics of each company Class of traveler to Scandinavian and Baltic Countries/Cities Motive to travel of customers FinntourScandinavian countries: The sex ratio on the trip to Scandinavian countries is 3:7 (male: female). Comparatively a lot of fifties and sixties in the summer. Scandinavian Countries: Design, comfortable staying HISScandinavian Countries: Popular to women in thirties The sex ratio is 4:6 (male: female). The season ratio (summer:winter) is 5:5. Scandinavian Countries: Design, nature, and foods JTB World VacationsScandinavian Countries Tour: Elder people who travel Europe many times. Free plan: Families, honeymoon, women (twenties to forties) Nature, and the world heritages Tumlare Corp.Scandinavian Countries: Women who travel many times. Scandinavian Countries: Design and nature 55

56 II. Travel agency Hearing: Verification of Hypothesis Story 56 StoryEvaluationComment Baltic Cities Nature Lifestyle in Balt Currently, the Historic Centre is the main tourist spot of the Baltic Cities. It is hard to feel the difference among the three cities ( ). It is good to have an real experience type of activity ( ). The Only Survived Medieval City The World of Land of Storybook Scandinavian Cities Wonderland in Scandinavian Cities The selection of food is important in travel ( ). Since Japanese like shopping, there are tours that you can visit various variety shops ( ). As for, it is good as a participation type attraction. The Latest Cuisine of the World Two Sides of Shopping Street in Scandinavian Cities Berlin Warsaw Culture Power Spot Lacks concreteness. Japanese tourists tend to be interested in the histories of Berlin and Warsaw. Findings The main travel contents would be food, hotel, and real experience activity. It is extremely difficult for travel agency to create a theme for a travel spot that are not known well. Some amount of publicity is necessary to create a tour with a new theme. Since the most popular content in a tour is a real experience activity, Nature Lifestyle in Balt has achieved the best feedback. *symbols: potential for travel tour ( excellent, good, and need more concrete image)

57 III. Group Interview: Target Information Basic information 57 Gender/Age JOB/Marital status/ Family Member/ Annual income Traveling time /Year Place to visitMotive for travel A F/35 Office worker/married/ Above 10million JPY Havent traveled for these couple of years London, FrankfurtLength of vacation, timing B F/29 Teacher/single/ Parents, younger brother/9-10million JPY 1 2 Milan, Florence, Paris, Berlin C F/30 Office worker/single/ Mother, herself/above 10million JPY 1 2 London, Stockholm, Copenhagen, Oslo, Helsinki, Gdansk, Saint Petersburg, Italy / Spain Plural, Lisbon, Sydney, Salzburg, Paris Length of vacation, timing Affected by a movie (watched grand blue and went to Sicilia. D F/44 Office worker/ Husband, husbands parents/above 10million JPY 3 London, Madrid, Athens, Lisbon, Vienna, Amsterdam, Zurich, Paris, Frankfurt Hobby (e.g. learn flamenco to Spain) E F/39 Office worker/ Husband, himself/above 10million JPY 1 2 London, Milan, Athens, Madrid, Vienna, Zurich, Paris, Salzburg Length of vacation, timing E F/49 Freelance, dubber/ Mother, younger sister, herself/6-7million JPY 1 2 London, Rome, Venice, Paris Price Affected by books (I like the Rose of Versailles and went to Chateau de Versailles twice).

58 III. Group Interview: Verification of Hypothesis Story 58 Story EvaluationPositive OpinionNegative Opinion Baltic Cities Nature Lifestyle in Balt Interested in Natural foods It is good to have a combination of and. Lack of information is raising difficultness. Need detailed information of variety goods, such as types and price The Only Survived Medieval City Tend to be drawn in the brand power of the world heritage Detailed and trustable information are necessary. The World of Land of Storybook Need a feel of safeness by having a name that is recognized by Japanese tourists. Tend to avoid themes that are not of interest from the beginning. Scandinavian Cities Wonderland in Scandinavian Cities Need a feel of safeness by having a name that is recognized by Japanese tourists. Rather to see only nature such as aurora and fiord. The Latest Cuisine of the World It is important to have a key wordfreshness of foods. Interested in simple, affordable dishes. Wouldnt go to Scandinavian cities only for the food. Two Sides of Shopping Street in Scandinavian Cities It is important to have a key wordvariety for shopping items. Person that likes variety tends to like town strolling Tend to avoid things that are not premium, such as things imported in Japan. Berlin Warsaw Culture Power Spot It is a basic premise that there are information about the regular trip contents (food, sight seeing, etc). It if difficult to appeal what could be felt with a trip Findings Make the object of the trip to be in touch with symbolic sight seeing contents (main contents), such as nature and world heritages, and detailed information of the sub-contents (food, shopping, the city, and real experience type activity) Tend to be attracted to a mixed story (ex. and *symbols: potential for travel tour ( excellent, good, and need more concrete image)

59 III. Group Interview: Verification of Hypothesis Story Evaluations of Story I.Baltic Cities –The World Heritage caught highest attention of all sightseeing contents (The Only Survived Medieval City earned high evaluation). –In combination of with, the mixed story The Wonderland in a World Heritage contributed in peoples acceptability toward the story. –Nature Lifestyle in Balt that included many sub contents (Gourmet, Landscape of a town, Shopping, Activity through experience also contributed in consumers acceptability in combination with and. II.Scandinavian Cities –Most of the opinions were that the purpose of the trip was NOT for Gourmet or Shopping but to enjoy representative main contents such as nature or design. III.Berlin and Warsaw –There were many opinions that people hope to know the history and culture of Berlin and Warsaw. 59

60 60 3 Conclusion

61 Results of the research 61 1. Finding out public trend toward Lifestyle experience in Baltic Sea Region (1)The Essential element on deciding where to travel i.Symbolically Main Content (e.g.: World Heritage, Scenery of Nature ii.Sub contents that enable us to experience the lifestyles in that place Gourmet Shopping Landscape of the town Activity through experience (2)Recognition and Acceptance of lifestyle in 11 Baltmet Cities. i.Scandinavian Cities: Since it has the image of main symbol such as design and nature, tourist are attracted to the slow-lifeand sophisticated furniture. ii.Three Baltic Cities: People do not fully recognize lifestyle in the cities because of its limited exposure through media. iii.Berlin and Warsaw: The history (e.g. war, architects etc...) are well-known, but lifestyles are less known.

62 62 Three ways of possibility i.Scandinavian Cities There are strong images of design and nature (e.g. aurora and fjord) that each of them are very well accepted by Japanese tourists. On the contrary, It comes to realize that the story of The Latest Cuisine of the World is also acceptable to them. ii.Three Baltic Cities: The Only Survived Medieval City was highly evaluated. To convey the information about the landscape of the World Heritage could make it be a strong sightseeing contents after Scandinavian cities. iii.Berlin and Warsaw Because there is a strong image about the history (war, architects etc…), evaluation of the new plan, Culture Power Spot, was low. To solve the problem, it must be needed to make new concrete sightseeing contents to make people have a image that there are Culture Power Spot. 2. Establish key messages to support actual marketing activities Results of the research

63 63 Additional Research: Photo Evaluation

64 Photo Evaluation Purpose and Method 64 Purpose and Method Photo EvaluationTo find out the potential themes and messages.

65 2. Photo Evaluation Procedure of Photo Evaluation 1.Gather all kinds of pictures related to tourism resources throughout the Baltic Sea Region. 2.Respondents are ordered to divide those pictures into several groups which share some similarities. 3.Respondents are interviewed to look into the reason why they have sorted the pictures into those groups. 4.Respondents sort the groups in the descending order of interest,etc. General Information on Consumer 65 GENDER/AGE OCCUPATION/SINGLE MARRIED/ FAMILY/HOUSEHOLD INCOME TRAVEL ABROAD /YEAR COUNTRYREASON of TRAVEL A FEMALE/43 Electric Office Worker/Single/ Under 5-6million JPY 1-2 UK, Czech, Italy, Austria, Germany, France, Belgium TIMING of Holiday TIMING B FEMALE/30 Food Office Worker/Married/ Husband/8-9million JPY 1 Sweden, Denmark, Italy, Spain, Portugal, France Spontaneous. Wanted to see it in person.

66 66 2. Photo Evaluation 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

67 67 2. Photo Evaluation 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

68 68 2. Photo Evaluation 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71

69 69 2. Photo Evaluation 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94

70 70 2. Photo Evaluation 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111

71 2. Consumer Interview: Photo Evaluation (A) No. CategoryPicture No. 1 GOURMET85,2,102,20,31,46,58,19,11,12,38,23 2 THEATER65,61,105,18,1,82 3 ACTIVITY THROUGH EXPERIENCE 14,66,71,73,74,89,90,45,10,15,9,17,25,26,27,28,13 4 DAILY/NON-DAILY7,37,44,81,79,68,59,78,64, 5 LIQUID SONW, FOUNTAIN, RIVER 57,72,75,60,47,55,84,104,96,92,100,109,108,107,35,69,39 6 PARK / SOMEWHERE SPECIOUS 50,4,3,21,40,48,41,49,77,103,95 7 CREATION80,24,30,22,29,42,54,70,67,52 8 BUILDING (non-touristic)110,111,106,101,99,94,93,98,8,16,6,34,33,51,43,36,62,91,83,88 9 PHOTOGRAPHIC PICTURES53,63,86,87,76,5,97,32,56 71

72 2. Consumer Interview: Photo Evaluation (B) No. CategoryPicture No. 1 WALKING38,42,106,78,7,20,23,54,85,79, 2 BONDING30,24,19,31,3,37,102, 3 ADVANCE110,111,91,62,50,6,1,22,67,68,21 4 GRANDEUR74,55,56 5 TRADITION81,88,83,96,97,18,92,16,87,33,86 6 RACE / CULTURE90,29,17,28,15,9,5,34 7 LITTLE TOWN8,94,51 8 GOURMET2,11,93,80,58 9 LUXURY46,59,69,52,105,57 10 OUTDOOR77,76,104,73,47,70,107,27,26,13,49,75,72 11 CONSERVATIVE108,99,82,65,61,53 12 REVOLUTION43,45,44,32 13 SHOPPING64,36 14 STREETS12,10 15 PARK84,103,41,48,63,60,89,40,39,109,95,4,100,14,35,98 16 PEACE66,101,25,71 72

73 2. Consumer Interview: Photo Evaluation (A) GROUPING REASON for EVALUATION Please reference Appendix for the photo number chosen by consumer GOURMET Want to try the local food / Do background research to know the best places to eat. Do not want to fail. *Favorite pic.85 THEATER Took ballet lessons and also enjoy watching. Can only experience in that place. Activity through experience Would like to experience things only available in that region. Would like to try cultural costumes DAILY/NON-DAILY Enjoy looking at interesting goods LIQUID SONW, FOUNTAIN, RIVER Common in touristic places but very peaceful and stressless PARK / SOMEWHER SPECIOUS Enjoy buying food and sitting in park. CREATION Not interested. Cant see myself buying here and seems able to buy the same in Japan. BUILDING (non-touristic) Not something to go look at. Scenery you can find anywhere. PHOTOGRAPHIC PICTURES Taking photos is not the purpose of travel. Would rather experience things instead. FAVORITE PIC: No. 85 Was most attracted to her smile Could imagine myself in her shoes Pic.19, 20, 102 want to eat at marche EVALUATION 73 High Medium

74 EVALUATION High Medium GROUPING REASON for EVALUATION WALKING Many findings. Can see what the locals everyday life is like. BONDING To communicate / meet the locals ADVANCE Want to see the local architects and fashion which are different from Japan. GRANDEUR Can enjoy nature which different from Japan. TRADITION Was attracted by all the historical things that was not ruined over the years. RACE / CULTURE Can experience the countrys cultures. Want to dance in its cultural costumes. LITTLE TOWN Can not find such a cute town in Japan FAVORITE PIC: No. 38 very distinctive pottery. Could imagine a cute restaurant. GROUPING REASON for EVALUATION GOURMET Would not go to these high-end restaurant in Japan, but might while on vacation. OUTDOOR Can Enjoy the European outdoors.(could maybe be done in Japan) CONSERVATIVE Depressing. Not attractive. REVOLUTION Triggers a war image. Seems depressing. SHOPPING Purchasable in Japan STREETS not memorable. PARK Cant imagine myself doing anything in a park PEACE mundane. Not stimulating EVALUATION Medium Low 2. Consumer Interview: Photo Evaluation (B) 74

75 Research results Common reasons to select the photo -Fascinated by photos which can give you an image being the place -Fascinated by contents linked to ones hobbies, interests and experiences Main travel contents that Japanese travelers need for travel destination -Local cuisine (Food) -Goods that can only be purchased at the cities (Shopping) -Interaction with the locals (Activities) -Streets that gives you an image of the local lifestyle (scenery) Evaluation for 11 BaltMet Cities -Two respondents were interested with the plan that can experience the lifestyle. In those, the pictures of the Baltic Cities were highly evaluated. -We can predict that, by sending lifestyle contents of Baltic Cities, it will increase the recognition and popularity of the Baltic Cities in Japan. 75 2. Consumer Interview: Photo Evaluation

76 76 Appendix

77 Three Baltic Countries Old urban areas world heritage Medieval streets Workshop Herb picking amber Linen Song festival chocolate Nez tree craftwork wonderland Scene from Kikis Delivery Service Power spot of island Uncle Thomas local character Marchs market Home of Christmas Trees IT developed country Favorite country of Nashimoto Kaho, the author of The Witch of the West is Dead Old urban areas world heritage Medieval streets workshop herb picking amber Linen Song festival chocolate herb liquor architecture Monumental Stone of freedom Scenery of the beach Spa of the yurumal beach Old urban areas world heritage Medieval streets workshop herb picking Amber Linen Song festival Chocolate midhuusu thepperin Country tourism Hill of the cross Hill of the witch KGB museum Chiune Sugihara Memorial, Sugihara Street EstoniaLatviaLithuania Research: Contents that tourist spots provide Common Original 77

78 Scandinavia Northern European design textile Stone buildings Anderson Beautiful nature Antique Royal Copenhagen Vikings Chipori Park Shopping Street Goods store behind the streets ecology Museum Cafe Munch museum fiord Nobel Prize Center Christmas market Fresh seafood salmon, herring, caviar Quiet town with greenery Modest port town sauna Aurora Vikings skansen Northern European Design Nobel Prize Center Designers hotel Worlds most beautiful city Antique H&M Beautiful Nature Gamura/stan serger Viking darbest Fresh seafood DenmarkNorwaySweden Country of Woods and Lakes marimecco Chocolate Moomin Valley Kamome Cafeteria Fresh Seafood Northern European Designs Design Capital of the World 2012 Santa clause ugen style buildings Beautiful nature Aurora Culture mixture of East and West hillberry Finland Research: Contents that tourist spots provide in Northern Europe 78

79 Berlin/Warsaw TV Tower Wir sind Helden Museum of walls Modern Architecture Potsdamer Plaz, German Capitol Hill etc Museum Island World Heritage Mori Ogai Museum Holocaust cenotaph Christmas market Berlin Philharmonic Orchestra German food traditional food new, trend food world gourmet complex facility using part facing the central courtyard ) shopping Artist studio World Heritage street scenery Modern Architecture Nature Warsaw riot monument Chopin Mrs.Curie the house where she was born Fashion texture like fabric jyaoki D.I.Y. BerlinWarsaw Research: Contents that tourist spots provide in Berlin and Warsaw 79

80 Explanation of p.29 herbs: special products in the Three Baltic Cities cepelinai: Lithuanian national dish. medus: Lithuanian mead 80

81 Information on Kikis Delivery Service and Witch of the West is dead 81 Kikis Delivery Service 1989 Studio Ghibili animated film (Japan) Box-office sales 4.5 billion yen Distribution sales 2.17 billion yen attendance 2.64 million people data from the Japanese Association for Film Production Awards: The 13 th Japan Academy Award most-talked about award The 44 th Mainichi Film contest Animation Film award The 7th Goldengloss Award, Moneymaking Film Award, Pre-view contest Award Kinema Jun Pou Dokusha Readers Choice Japanese Fim 1 st place, Readers Choice of Japanese director Award National Film Association Award, best picture award, Japanese Film Director Award Subsidized by Cultural Affairs Agency for Best Film making 1 st place in USA ENTERTAINMENT WEEKLY magazine 1998 best video The Witch of the West is Dead Author: Kaho Nashimoto Published in 1994 June, 2008 film released based on novel Awards: Children Literature Association new face award,Niimi Nankichi Children Literature award, The 44 th Shogakkan Literature Award Other awards won by Kaho Nashimoto backyeard children literature fantasy award Sumitomo Metal Mining bookstore award 3 rd place on the water/off the water 2005 Sense of Gender award, 2006 Murasaki Shikibu Award


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