BaltMet Promotion
Marketing Research
< Final Report >
Copyright © Integrate Co., Ltd. All rights reserved.
11
Agenda
0.
1.
Procedure of Marketing Research
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.
II.
III.
Baltic Cities
Scandinavian Cities
Berlin and Warsaw
2-2. Hypothesis Verification
I.
II.
III.
3.
Media Hearing (TV and Magazine)
Travel Agency Hearing
Consumer Research (Group Interview)
Conclusion
Additional Research: Photo Evaluation
Appendix
2
0
Procedure of Marketing Research
33
0. Procedure of Marketing Research
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
Goal of Phase 1: to built the context between BaltMet and Japanese tourists
Research Purpose
Factual information
about the 11 cities
In the BaltMet
Insight and expectations
from Japanese tourists
Ｂａｌｔ
Ｍｅｔ
Japanese
tourists
Interest in Travelling
Abroad (e.g. Europe and
North Europe）
Research Methods
Opinion
Hearing
FACT
Coverage
Blog
Consumer
Interview
Scheme
Phase1
Hypothesis planning
Public research
Preliminary report
FACT research
Coverage research
Primary Hypothesis
Phase2
Hypothesis verification
Consumer research
（Photo evaluation）
Story Set Up
Secondary Hypothesis
Final report
Story Set Up
Blog research
Opinion hearing
Mass media
screening
Travel Agency
hearing
Consumer research
（Depth interviews）
Consumer
interview
Personal Research
5
Schedule
4/26W
5/3W
5/10W
5/17W
5/24W
5/31W
Phase1
6/7W
6/14W
6/21W
6/28W
7/5W
7/12W
7/26W
8/2W
8/9W
8/16W
Phase2
Preliminary report(5/25)
FACT research
7/19W
Final report(8/16)
★
Consumer interview
★
(Depth interview & Photo
evaluation)
Coverage research
Blog research
Mass media hearing
Consumer research
（Depth interview）
Travel agency hearing
Opinion hearing
6
Phase 1
77
1
Research and Analyses
1-1. Public Research (FACT, Coverage, Blog and Opinion)
1-2. Personal Research (Consumer Research: Depth
Interviews)
Purposes
•To understand how Japanese people consider about
traveling abroad, and their expectation for the
destination, and
•To discover new travel contents of BaltMet.
88
1-1. Public Research
 Purpose and Method
Purpose and Method
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
Opinion
Hearing
Search relative keywords of “oversea sightseeing” and “Baltic Sea” to understand
considerations of peoples.
Gather tourism information on unknown or unpublicized trends of the BaltMet cities.
9
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 don’t provide information on the
elements/contents that Japanese tourists expect.
10
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
1-1. Public Research: Blog Research
＜ 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.
12
1-1. Public Research: FACT, Coverage & Blog Summary
Secondary Research for the 11 cities in the BaltMet
※ books/web/newspapers/magazines/TV/blog
● newspapers
Figure 3
206
ベルリン
Berlin
St.Petersburg
サンクトペテルブルク
Oslo
オスロ
172
193
44
Stockholm
ストックホルム
114
119
20
111
103
Warsaw
ワルシャワ
57
60
Helsinki
ヘルシンキ
6
6
Tallinn
タリン
1257
126
36
155
19
28
Riga
リガ
Vilnius
ヴィリニュス
ワルシャワ
Warsaw
2009
タリン（※）
Tallinn
15
2
2
0
0
Malmo
マルモ
0
0
0
0
1000
● TV
1200
Berlin
ベルリン
2993
713
42
Oslo
オスロ
World Championships
in athletics
121
158
Stockholm
ストックホルム
44
233
Helsinki
ヘルシンキ
53
52
2010
2009
2008
2007
50
100
150
200
● blog
250
Figure 6
コペンハーゲン
Copenhagen
World Championships
in athletics
ヘルシンキ
Helsinki
ストックホルム
Stockholm
ワルシャワ
Warsaw
71
オスロ
Oslo
19
St.Petersburg
サンクトペテルブルク
5
2
2
ベルリン
Berlin
578
Copenhagen
コペンハーゲン
11
0
1400
Figure 5
10
9
0
0
1
0
0
0
0
0
800
6
6
Vilnius
ヴィリニュス
600
27
4
3
2
0
0
0
0
400
World Championships
in athletics
29
1
0
1
0
1
200
23
21
14
13
14
1
リガ（※）
Riga
2007
0
Warsaw
ワルシャワ
10
ヘルシンキ
Helsinki
2010
2008
19
コペンハーゲン
Copenhagen
サンクトペテルブルク
St.Petersburg
93
79
0
2
1
0
マルモ
3
オスロ
Oslo
188
212
113
109
ストックホルム
Stockholm
ＣＯＰ15
297
3
1
1
0
Malmo
44
ベルリン
Berlin
890
211
57
Figure 4
829
726
コペンハーゲン
Copenhagen
● magazines
52
23
タリン
Tallinn
Riga
リガ（※）
7
12
Malmo
マルモ
リガ
Riga
2
10
Vilnius
ヴィリニュス
サンクトペテルブルク
St.Petersburg
0
6
Tallinn
タリン（※）
3
1
2010年計
マルモ
Malmo
2009年計
ヴィリニュス
Vilnius
2008年計
2009.5.11-2010.5.10
0
2008.510‐2009.5.10
500
1000
1500
2000
2500
3000
3500
0
10000
20000
30000
40000
50000
60000
13
1-1. Public Research: Opinion hearing
＜ 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, design→Scandinavian Cities
• The Historic Centre (World Heritage)→Three Baltic Cities
• History(war)→Berlin and Warsaw
14
1-2. Personal Research
 Purpose and Method
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
15
1-2. Personal Research: Consumer research (Depth interview)
General Information on Consumer (people who travel Scandinavian
Cities and Three Baltic Cities)
Age
Sex
Type of
Travel
Occupation
Travel Destination to the Baltic Cites
(number of visited times)
A
45
F
Tour
Housewife
B
43
F
Tour
Office Worker
Stockholm(1), Copenhagen(1), Helsinki(1), Riga(1)
C
35
F
Tour
Office Worker
Stockholm(1), Turku(1), Naantali(1),
Helsinki(1), Tallinn（1）
D
31
F
Tour
Student
Stockholm(1), Copenhagen(2), Helsinki(1),
St.Petersburg(1), Tallinn（1）
Stockholm(1), Copenhagen(2), Helsinki(1),
Tallinn（1）
16
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
Summary of Each Research
FACT
Coverage
Blog
Opinion
Depth
Quantitative Data
Qualitative Data
●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.
●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 Report (order of amount)
•Berlin, Copenhargen, and Helsinki
●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.
●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
Summary of Each Research
FACT
Coverage
Blog
Opinion
Depth
Quantitative Data
Qualitative Data
●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.
●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.
【Findings】
The BaltMet Cities are classified
into three groups according to an
amount of the exposure.
1. Berlin
2. Scandinavian Cities + SanktPetersburg + Warsaw
3. Three Baltic Cities + Malmo
●Blog Report (order of amount)
•Berlin, Copenhargen, and Helsinki
●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.
●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
Summary of Each Research
FACT
Coverage
Quantitative Data
Qualitative Data
●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.
【Findings】
Acknowledgment level of 11
BaltMet Cities
・Scandinavian Cities, Berlin, Warsaw:
high
●Media report (order of amount)
・Three Baltic
Cities: Lowand Sankt Peterburg
•Newspaper：
Berlin, Copenhargen,
→ It is difficult to introduce all
countries, where the
acknowledgment level is different to
●Blog Report (order of amount)
a Japanese tourist, as one settlement.
•Berlin, Copenhargen, and Helsinki
•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.
Blog
Opinion
Depth
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.）
●Trend
•Copenhagen shows the highest volume in 2009 which probably
caused by COP15 and World Championships in Athletics.
●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.
●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
Summary of Each Research
Baltic
Cities
Balt
Met
Scandinavian
Cities
Classified into three groups
based on tourist contents
Berlin
Warsaw
21
Summary of Each Research
Three
Baltic
Cities
Balt
Met
Scandinavian
Cities
Berlin
Warsaw
Current Status
Solution
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.
22
Summary of Each Research
Current Status
Baltic
Cities
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.
Solution
It is necessary to introduce
attractive points of Baltic
Cities to a Japanese tourist.
are symbols
such
as
It is necessary to develop
For solving the There
problems
for
each
group,
“design” and “nature”, and it subcontents for the tourist to
Balt
Scandinavian
seven hypothesis Cities
stories are
made,
and from
then
receives
high acclaim
a the
raiseacceptability
number of Japanese of
Met
tourist. in Phasetourists
each storiesJapanese
is verified
2. to Scandinavian
Cities.
There is no bright image as a
sightseeing spot .
Berlin
Warsaw
A new symbol is necessary to
hold a bright, attractive
image as a sightseeing spot.
23
Phase 2
2424
Hypothesis
2
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)
2525
2. Hypothesis
Purpose and Method
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).
26
2-1. Context Map and Hypothesis story: Procedure
Contents provided by a BaltMet tourist site
Expectations of traveler
①Travel contents obtained from
FACT Research and Opinion Hearing.
I want to be
Refreshed
Scandin
avian
Cities
Balt
Met
Baltic
Cities
Berlin
Warsaw
I want to
discover
something new
Escape from
reality
(See Appendix)
I want to see
Historic places
②Expectations for travel obtained
from Depth Interview.
Tourists
Recreation
Free from
stress
I want to make
theme for
the travel
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
(See pg. 17)
27
2-1. Context Map and Hypothesis story: Procedure
Contents provided by a BaltMet tourist site
Expectations of traveler
③Emotional benefits from travels
?
Scandin
avian
Cities
Balt
Met
Baltic
Cities
I want to be
Refreshed
I want to
discover
something new
?
I want to see
Historic places
Escape from
reality
Tourists
Recreation
Free from
stress
Berlin
Warsaw
I want to make
theme for
the travel
?
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
The traveler's expectation and travel contents are connected in the context maps to make
attractive hypothesis stories for Japanese tourists.
28
2-1. Context Map and Hypothesis story
I.
II.
III.
Baltic Cities
Scandinavian Cities
Berlin and Warsaw
2929
I. Baltic Cities: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveler
Country
Tourism
Herb*
I want to be
Refreshed
Cepelinai*
Medus*
Balt
Met
Baltic
Cities
Marche in
Riga
I want to
discover
something new
I want to see
Historic places
Stage of
“Kiki's Delivery Service”*
＊: See appendix
Recreation
I want to make
theme for
the travel
The Historic
Centre
Hill of
Witches
Tourists
Free from
stress
Amber
Linen
Escape from
reality
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
30
I. Baltic Cities: Context Map
Contents provided by a BaltMet tourist site
Country
Tourism
Emotional benefits from travels
Expectations of traveler
Natural
Workshop
Herb
I want to be
Refreshed
Cepelinai
Medus
Balt
Met
Baltic
Cities
Local foods
recurrence
to nature
Nature Lifestyle
in Balt
Marche in
Riga
Amber
Local
Craft goods
The Only Survived
Medieval City
unexplored region
of the Europe
I want to see
Historic places
Escape from
reality
Tourists
Recreation
Free from
stress
I want to make
theme for
the travel
Linen
Kaho
Nashimoto
The World
Heritage
The Historic
Centre
Hill of
Witches
I want to
discover
something new
The World of
“Land of
Storybook”
“The Witch of
The West is Dead”
immersed in
the story’s world
“Kiki’s Delivery
Services”
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
*See Appendix (pg. 80)
Stage of
“Kiki's Delivery Service”
Hayao
Miyazaki
31
I. Baltic Cities: Context Map
Contents provided by a BaltMet tourist site
Country
Tourism
Emotional benefits from travels
Expectations of traveler
Natural
Workshop
Herb
I want to be
Refreshed
Cepelinai
Medus
Balt
Met
Local foods
recurrence
to nature
Nature ifestyle
in Balt
I want to
discover
something new
Escape from
reality
Marche
Baltic
Cities
Amber
Local
Craft goods
The only survived
Medieval City
unexplored region
of the Europe
Tourists
Recreation
Free from
stress
I want to make
theme for
the travel
Linen
Kaho
Nashimoto
The World
Heritage
The Historic
Centre
Hill of
Witches
I want to see
Historic places
The world of
“Land of
Storybook”
“The Witch of
The West is Dead”
immersed in
the story’s world
“Kiki’s Delivery
Services”
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
*See Appendix (pg. 80)
Stage of
“Kiki's Delivery Service”
Hayao
Miyazaki
32
I. Baltic Cities: Hypothetical Story
①Nature Lifestyle in Balt
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.
The three Baltic Cities are
known to people to
experience the nature in
actual lifestyle through
activities.
The great natural life in
untouristy Baltic Cities
“As Increasing the awareness of
Ecology, experience-based Ecotour is hugely popular.”
“I felt connecttio to nature
through each sundry goods. I
think this country is united with
nature.”
“Getting the nature as tour sites,
the activity you can experience
in the Baltic Cities is the
ultimate ecology.”
Travel agency interview
Travel Blog Mr./Ms. ○○
Why don’t you enjoy
experiencing the lifestyle in
great nature through the
local foods full of fresh
ingredients, and sundry
goods using linens and
ambers.
Group interview Mr./Ms. A
Materials and Images
FACT
Main Story
Protected lifestyle of people with love for nature in Balt
33
I. Baltic Cities: Context Map
Contents provided by a BaltMet tourist site
Country
Tourism
Emotional benefits from travels
Expectations of traveler
Natural
Workshop
Herb
I want to be
Refreshed
Cepelinai
Medus
Balt
Met
Baltic
Cities
Local foods
recurrence
to nature
Nature Lifestyle
in Balt
Marche in
Riga
Amber
Local
Craft goods
The Only Survived
Medieval City
unexplored region
of the Europe
I want to see
Historic places
Escape from
reality
Tourists
Recreation
Free from
stress
I want to make
theme for
the travel
Linen
Kaho
Nashimoto
The World
Heritage
The Historic
Centre
Hill of
Witches
I want to
discover
something new
The World of
“Land of
Storybook”
“The Witch of
The West is Dead”
immersed in
the story’s world
“Kiki’s Delivery
Services”
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
*See Appendix (pg. 80)
Stage of
“Kiki's Delivery Service”
Hayao
Miyazaki
34
I. Baltic Cities: Hypothetical Story
②The Only Survived Medieval City
There are about 900 World
Heritages of ruins,
landscapes, and nature in
the world.
The tour to see ruins,
especially in Historic
Centre of Florence and
Vienna, is one of the most
popular content of travels.
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.
How about slipping back to
800 years ago in the World
Heritage of streets of old
urban area.
“Tour of exploring World
Heritage cities is very popular.
Especially tours in Europe have
high popularity through a year.”
“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.」
“It is worth to visit to Baltic
Cities because the buildings of
the 13th century is still
remaining. I really don’t know
much of this country but very
attractive to visit.”
A tour traveling around
World Heritage keeps
fascinating tourists of all
ages and gender.
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）
Travel agency interview
Travel Blog Mr./Ms. ○○
Travel Blog Mr./Ms. ○○
Materials and Images
FACT
Main Story
The town takes you back to 800 years ago
35
I. Baltic Cities: Context Map
Contents provided by a BaltMet tourist site
Country
Tourism
Emotional benefits from travels
Expectations of traveler
Natural
Workshop
Herb
I want to be
Refreshed
Cepelinai
Medus
Balt
Met
Baltic
Cities
Local foods
recurrence
to nature
Nature lifestyle
in Balt
Marche in
Riga
Amber
Local
Craft goods
The only survived
Medieval City
unexplored region
of the Europe
I want to see
Historic places
Escape from
reality
Tourists
Recreation
Free from
stress
I want to make
theme for
the travel
Linen
Kaho
Nashimoto
The World
Heritage
The Historic
Centre
Raganų
kalnas
I want to
discover
something new
The world of
“Land of
Storybook”
“The Witch of
The West is Dead”
immersed in
the story’s world
“Kiki’s Delivery
Services”
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
*See Appendix (pg. 80)
Stage of
“Kiki's Delivery Service”
Hayao
Miyazaki
36
I. Baltic Cities: Hypothetical Story
③The World of “Land of Storybook”
New attractiveness of travel in the unknown world
FACT
Main Story
Film tour has been
received attentions in
these days.
“Yon-sama” tour made
waves in Korea, and
“Ruokala lokki” tour was
caught on big in Finland
among young females.
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”
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
『KiKi’s 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.
「Lovely towns (at the fairy tale
route)make me feel like in
Dreamland」
「Old urban area in Tallin is wellknown as the setting model of
「Kiki’s Delivery Service」 in Japan.」
Travel Blogger Tamas 「The words
「oh, this is the world of Kiki’s
Delivery Service」 just came from my
mouth」
「If I describe the Baltic States in
one word, it must be 『the Land
of Storybook』」
4travel daily
How about enjoying the
experience once?
○○TV, Interview
Travel Blog
Materials and Images
○TV, Interview
On the other hand, the tour
to visit 「Land of
Storybook」 of Andersen in
Denmark and Marchen in
Germany has been popular
as well.
37
2-1. Context Map and Hypothesis story
I.
II.
III.
Baltic Cities
Scandinavian Cities
Berlin and Warsaw
3838
Il. Scandinavian Cities: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveler
Tivoli
Santa
Claus
Christmas
Muumimaailma
LEGO
I want to be
Refreshed
Andersen
Ruokala
lokki
Balt
Met
Scandin
avian
Cities
I want to
discover
something new
Escape from
reality
First class
chefs
Caviare
I want to see
Historic places
Tourists
Recreation
Mushroom
Free from
stress
Herrings
Salmon
Bilberry
I want to make
theme for
the travel
Stroget
Karl Johans
gate
Gamla
Stan
ESpLanadi
katu
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
39
Il. Scandinavian Cities: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveler
Tivoli
Santa
Claus
Christmas
Muumimaailma
LEGO
Wonderland in
Northern Europe
Return
to a pure
child age
I want to be
Refreshed
Andersen
I want to
discover
something new
Ruokala
lokki
Balt
Met
Scandin
avian
Cities
First class
chefs
Caviare
Mushroom
The latest
Cuisine of
the World
Happy and
Healthy
Food
I want to see
Historic places
Bilberry
Gamla
Stan
ESpLanadi
katu
Recreation
I want to make
theme for
the travel
Salmon
Karl Johans
gate
Tourists
Free from
stress
Herrings
Stroget
Escape from
reality
Two sides of
shopping
street in
Northern Europe
Filled desire
of reclamation
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
40
Il. Scandinavian Cities: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveler
Tivoli
Santa
Claus
Christmas
Muumimaailma
LEGO
Wonderland in
Scandinavian Cities
Return
to a pure
child age
I want to be
Refreshed
Andersen
I want to
discover
something new
Ruokala
lokki
Balt
Met
Scandin
avian
Cities
First class
chefs
Caviare
Mushroom
The Latest
Cuisine of
the World
Happy and
Healthy
Food
I want to see
Historic places
Bilberry
Stroget
ESpLanadi
katu
Recreation
I want to make
theme for
the travel
Salmon
Gamla
Stan
Tourists
Free from
stress
Herrings
Karl Johans
gate
Escape from
reality
Two Sides of
Shopping Street in
Scandinavian Cities
Filled desire
of reclamation
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
41
II. Scandinavian Cities: Hypothetical Story
④Wonderland in Scandinavian Cities
Countries where to reminisce the world of fantasy you loved in childhood.
FACT
Main Story
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.
“Since I read Anne of Green Gables
in childhood, I have wanted to visit
the Prince Edward Island」
Travel Blog Mr./Ms.○○
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?
“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.
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.
「Pretty arts are everywhere and
they reminded me of memories
when I was a kid.」
「I really would like to visit
Northern Europe because I have
been into the story of Andersen
and Moomin since I was little.」
Travel blog Mr./Ms.○○
How about slipping back to
your childhood in the
Northern Europe.
Group interview in F magazine
Materials and Images
Travel blog Mr./Ms. ○○
42
Il. Scandinavian Cities: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveler
Tivoli
Santa
Claus
Christmas
Muumimaailma
LEGO
Wonderland in
Scandinavian Cities
Return
to a pure
child age
I want to be
Refreshed
Andersen
I want to
discover
something new
Ruokala
lokki
Balt
Met
Scandin
avian
Cities
First class
chefs
Caviare
Mushroom
The Latest
Cuisine of
the World
Happy and
Healthy
Food
I want to see
Historic places
Bilberry
Stroget
ESpLanadi
katu
Recreation
I want to make
theme for
the travel
Salmon
Gamla
Stan
Tourists
Free from
stress
Herrings
Karl Johans
gate
Escape from
reality
Two Sides of
Shopping Street in
Scandinavian Cities
Filled desire
of reclamation
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
43
II. Scandinavian Cities: Hypothetical Story
⑤The Latest Cuisine of the World
FACT
Main Story
The attractiveness of Scandinavian Cities for future
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・・・“
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.
There is more to it.
Chefs in Scandinavian
Cities are the one of the
bests in the cook-offs of
the world.
Why don’t you enjoy the
foods by the best chefs in
the Scandinavian cities?
Travelers to Scandinavian Cities
has been increased 10% every
year.
“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.”
24 countries joined the
traditional cook-off of
French ”Bocuse d’Or”. Three
out of top five chefs are from
Scandinavian countries: Norway
in 1st, Sweden in 2nd, and
Denmark in 4th place.
“The modern Scandinavian
Foods with French cooking skills,
and ingredients of the
Scandinavian cities have been
received to attention.」
Survey by tourist bureau of ○○
“I wish to visit Scandinavian
Cities to see the sophisticated
designs!”
Interview to a Japanese chef
PRESIDENT(2009.8.17)
From HP of Bocuse d’Or
Materials and Images
Travel Blog Mr./Ms.○○
44
Il. Scandinavian Cities: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveler
Tivoli
Santa
Claus
Christmas
Muumimaailma
LEGO
Wonderland in
Scandinavian Cities
Return
to a pure
child age
I want to be
Refreshed
Andersen
I want to
discover
something new
Ruokala
lokki
Balt
Met
Scandin
avian
Cities
First class
chefs
Caviare
Mushroom
The Latest
Cuisine of
the World
Happy and
Healthy
Food
I want to see
Historic places
Bilberry
Stroget
ESpLanadi
katu
Recreation
I want to make
theme for
the travel
Salmon
Gamla
Stan
Tourists
Free from
stress
Herrings
Karl Johans
gate
Escape from
reality
Two Sides of
Shopping Street in
Scandinavian Cities
Filled desire
of reclamation
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
45
II. Scandinavian Cities: Hypothetical Story
⑥Two Sides of Shopping Street in Scandinavian Cities
FACT
Main Story
Main Street famous design shops line and Back Streets hidden prestige shops line
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 as
“Sophisticated designs,
beautiful nature, slow
life・・・“
Items includes designs and
furniture are the one of
appeals of Scandinavian
countries.
Travelers to Northern Europe
has been increased 10% every
year.
“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.”
Survey by tourist bureau of○○
“I wish to visit the Scandinavian
Cities to see the sophisticated
designs!”
○○Magazine interview article of
chief editor
There are varieties of shops
in main and back streets in
the Scandinavian Cities.
There are general stores
and cafes that local people
usual go to.
You can enjoy both visiting
famous stores, and
shopping in local way.
Finding these local stores
is also the pleasure of
travel.
You can find your way of
shopping in the Scandinavian Cities.
“There is nice store in back streets
of ○○. I heard that Mr./Ms.○○,
big fan of the Scandinavian Cities.”
“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.」
From 〇〇magazine Travel reporter
Nordic gov’t
Materials and Images
Travel Blog Mr./Ms.○○
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.
46
2-1. Context Map and Hypothesis story
I.
II.
III.
Baltic Cities
Scandinavian Cities
Berlin and Warsaw
4747
Ill. Berlin and Warsaw: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveller
Höfe
Berlin
Cafe
Art
Studios
Museum
Play
Balt
Met
Escape from
reality
Berlin
Wall
Berlin
Warsaw
Tourists
Chopin
Collapse of
The city
Madame
Curie
Jaoki
Free from
stress
Auschwitz
Modern &
Old towns
D.I.Y.
Recreation
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
Warsaw
48
Ill. Berlin and Warsaw: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveller
Höfe
Cafe
Berlin
Culture
Art
Studios
Museum
Stroll
around the wall
Arts
Street
culture
Play
Balt
Met
Escape from
reality
Berlin
Wall
Culture
Power Spot
Berlin
Warsaw
Tourists
Chopin
Collapse of
The city
Geniuses
Reviving
town
Madame
Curie
Jaoki
Creativity
Free from
stress
Auschwitz
Modern &
Old towns
D.I.Y.
Recreation
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
Warsaw
49
Ill. Berlin and Warsaw: Context Map
Contents provided by a BaltMet tourist site
Emotional benefits from travels
Expectations of traveller
Höfe
Cafe
Berlin
Culture
Art
Studios
Museum
Stroll
around the wall
Arts
Street
culture
Play
Balt
Met
Escape from
reality
Berlin
Wall
Culture
Power Spot
Berlin
Warsaw
Tourists
Chopin
Collapse of
The city
Geniuses
Reviving
town
Madame
Curie
Jaoki
Creativity
Free from
stress
Auschwitz
Modern &
Old towns
D.I.Y.
Recreation
Purpose of
the travel
Mental
condition
before
tourists
decide to
travel
Warsaw
50
III. Berlin, Warsaw： Hypothetical Story
⑦Culture Power Spot
Materials and Images
FACT
Main Story
Cities of Energy, Berlin and Warsaw
The travel destination with
healing and power spots
have been popular in these
days in Japan.
On the other hand, There
are travelers who choose
the destination to feel
power of local people such
as Okinawa and Spain.
Many Japanese travelers
go to power spots such as
Mr. Fuji and the shrine of
Ise in Japan, Pyramid in
Egypt, Kilauea in Hawaii.
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.○○
Focus on Berlin, young artists
own their studios in Berlin, and
they provide arts to local life
to make people happy.
As mentioned, the power of
people who love their town
has been increasing and
blast the sad image of the
past year by year.
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.
Berlin and Warsaw are the
town you can see the
power of citizens.
How about traveling these
powerful spots.
“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.
「I got a power through the tour!」
Travel Blog Mr./Ms.○○
Not healing, it is the spot of the
man power.
○○magazine
Poland gov’t ○○
Healing power spot
Spain
51
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
I. Media Hearing(TV & Magazine): Characteristics of each media
Magazine
Decisional factor of the
program
Information
Core target
Travel Salad
Network
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
CREA Traveller
Circulation
~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
Hanako
Circulation
~85,000
Women
Twenties to
thirties
・Reality in travel costs, and
the satisfaction rating is
expected to be high.
Mainly Japan, Hawaii,
London
TRANSIT
Circulation
33,00043,000
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
TV
Name
CREA Traveller
Hanako
Past program
TRANSIT
53
I. Media Hearing(TV & Magazine): Verification of Hypothesis Story
Hypothesis Story
① Nature Lifestyle in Balt
Baltic
Cities
Scandinavian
Cities
Berlin
Warsaw
Media
TV
Magazine
◎
◎
② The Only Survived Medieval City
○
◎
③ The World of “Land of Storybook”
○
◎
④ Wonderland in Scandinavian
Cities
△
△
⑤ The Latest Cuisine of the World
○
○
⑥ Two Sides of Shopping Street in
Scandinavian Cities
◎
◎
⑦ Culture Power Spot
△
△
Comment
Generally high reputation.
Guiding by three combinations
is the best.
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 negative image is still
remained by this story.
*symbols: potential for reporting (◎highly accepted, ○accepted, and △need more attractive message)
【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.
54
II. Travel Agency Hearing: Characteristics of each company
Class of traveler to Scandinavian
and Baltic Countries/Cities
Motive to travel of customers
Finntour
Scandinavian 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
HIS
Scandinavian 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 Vacations
Scandinavian 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
II. Travel agency Hearing: Verification of Hypothesis Story
Story
Baltic
Cities
Scandinavian
Cities
Berlin
Warsaw
Evaluation
Comment
① Nature Lifestyle in Balt
◎
② The Only Survived Medieval City
○
③ The World of “Land of Storybook”
○
Currently, the Historic Centre is the
main tourist spot of the Baltic Cities.
It is hard to feel the difference
among the three cities (②).
It is good to have an real
experience type of activity (①).
④ Wonderland in Scandinavian
Cities
○
⑤ The Latest Cuisine of the World
○
⑥ Two Sides of Shopping Street in
Scandinavian Cities
○
⑦ Culture Power Spot
△
The selection of food is important in
travel (⑤). Since Japanese like
shopping, there are tours that you
can visit various variety shops (⑥).
As for ④, it is good as a
participation type attraction.
Lacks concreteness. Japanese
tourists tend to be interested in the
histories of Berlin and Warsaw.
*symbols: potential for travel tour (◎excellent, ○good, and △need more concrete image)
【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, ①Nature Lifestyle in
Balt has achieved the best feedback.
56
III. Group Interview: Target Information
 Basic information
Gender/Age
A
F/35
B
F/29
C
D
E
E
JOB/Marital status/
Family Member/
Annual income
Office worker/married/
Above 10million JPY
Teacher/single/
Parents, younger
brother/9-10million JPY
Traveling time
（/Year）
Place to visit
Motive for travel
Haven’t traveled for
London, Frankfurt
these couple of years
Length of vacation, timing
1～2
Milan, Florence, Paris,
Berlin
1～2
London, Stockholm,
Copenhagen, Oslo,
Helsinki, Gdansk,
Length of vacation, timing
Saint Petersburg,
Affected by a movie (watched
Italy / Spain（Plural）, “grand blue” and went to Sicilia.
Lisbon, Sydney,
Salzburg, Paris
F/30
Office worker/single/
Mother, herself/above
10million JPY
F/44
Office worker/
Husband, husband’s
parents/above 10million
JPY
3
F/39
Office worker/
Husband, himself/above
10million JPY
1～2
F/49
Freelance, dubber/
Mother, younger sister,
herself/6-7million JPY
1～2
London, Madrid,
Athens, Lisbon,
Hobby (e.g. learn flamenco to
Vienna, Amsterdam,
Spain)
Zurich, Paris,
Frankfurt
London, Milan,
Athens, Madrid,
Length of vacation, timing
Vienna, Zurich, Paris,
Salzburg
Price
Affected by books (“I like the Rose
London, Rome,
of Versailles and went to Chateau
Venice, Paris
de Versailles twice”).
57
III. Group Interview: Verification of Hypothesis Story
Story
Baltic
Cities
Scandinavian
Cities
Berlin
Warsaw
Evaluation
① Nature Lifestyle in Balt
○
② The Only Survived
Medieval City
◎
③ The World of “Land of
Storybook”
◎
④ Wonderland in
Scandinavian Cities
○
⑤ The Latest Cuisine of the
World
◎
⑥ Two Sides of Shopping
Street in Scandinavian Cities
○
⑦ Culture Power Spot
△
Positive Opinion
Negative Opinion
•Interested in Natural foods
•Lack of information is raising
•It is good to have a combination of difficultness.
•Need detailed information of variety
② and ③.
goods, such as types and price
•Tend to be drawn in the brand
•Detailed and trustable information
power of the world heritage
are necessary.
•Need a feel of safeness by having a •Tend to avoid themes that are not of
name that is recognized by
interest from the beginning.
Japanese tourists.
•Need a feel of safeness by having a •Rather to see only nature such as
name that is recognized by
aurora and fiord.
Japanese tourists.
•It is important to have a key word •Interested in simple, affordable
“freshness” of foods.
dishes.
•Wouldn’t go to Scandinavian cities
only for the food.
•It is important to have a key word •Tend to avoid things that are not
“variety” for shopping items.
premium, such as things imported in
•Person that likes variety tends to
Japan.
like town strolling
•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
*symbols: potential for travel tour (◎excellent, ○good, and △need more concrete image)
【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. ②and③）
58
III. Group Interview: Verification of Hypothesis Story
Evaluations of Story
I. Baltic Cities
– “The World Heritage” caught highest attention of all sightseeing contents
(②”The Only Survived Medieval City” earned high evaluation).
– In combination of ② with ③, the mixed story ”The Wonderland in a World
Heritage” contributed in people’s acceptability toward the story.
– ①“Nature Lifestyle in Balt” that included many sub contents (Gourmet,
Landscape of a town, Shopping, Activity through experience） also contributed
in consumer’s acceptability in combination with ② and ③.
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
3
Conclusion
6060
Results of the research
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 “slowlife”and“ 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.
61
Results of the research
2. Establish key messages to support actual marketing activities
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.”
62
Additional Research: Photo Evaluation
6363
Photo Evaluation
 Purpose and Method
Purpose and Method
Photo Evaluation
To find out the potential themes and messages.
64
2. Photo Evaluation
 Procedure of Photo Evaluation
1.
2.
3.
4.
Gather all kinds of pictures related to tourism resources throughout the Baltic
Sea Region.
Respondents are ordered to divide those pictures into several groups which
share some similarities.
Respondents are interviewed to look into the reason why they have sorted
the pictures into those groups.
Respondents sort the groups in the descending order of interest,etc.
 General Information on Consumer
GENDER/AGE
OCCUPATION/SINGLE・MARRIED/
FAMILY/HOUSEHOLD INCOME
TRAVEL ABROAD
（/YEAR）
A
FEMALE/43
Electric Office Worker/Single/
Under 5-6million JPY
1-2
B
FEMALE/30
Food Office Worker/Married/
Husband/8-9million JPY
1
COUNTRY
REASON of TRAVEL
UK, Czech, Italy,
TIMING of Holiday・
Austria, Germany,
TIMING
France, Belgium
Sweden, Denmark,
Spontaneous. Wanted to
Italy, Spain, Portugal,
see it in person.
France
65
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
66
2. Photo Evaluation
24
29
36
30
37
44
25
26
31
38
45
32
39
46
40
47
27
33
41
48
28
34
42
49
35
43
50
67
2. Photo Evaluation
51
52
57
61
67
53
58
62
54
59
63
68
55
64
69
56
60
65
70
66
71
68
2. Photo Evaluation
72
73
77
84
90
74
78
85
79
75
80
86
91
81
87
92
76
82
83
88
93
89
94
69
2. Photo Evaluation
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
70
2. Consumer Interview: Photo Evaluation (A)
Category
No.
Picture No.
GOURMET
85,2,102,20,31,46,58,19,11,12,38,23
THEATER
65,61,105,18,1,82
ACTIVITY THROUGH
EXPERIENCE
14,66,71,73,74,89,90,45,10,15,9,17,25,26,27,28,13
DAILY/NON-DAILY
7,37,44,81,79,68,59,78,64,
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
CREATION
80,24,30,22,29,42,54,70,67,52
BUILDING (non-touristic)
110,111,106,101,99,94,93,98,8,16,6,34,33,51,43,36,62,91,83,88
PHOTOGRAPHIC PICTURES
53,63,86,87,76,5,97,32,56
1
2
3
4
7
8
9
71
2. Consumer Interview: Photo Evaluation (B)
Category
No.
Picture No.
1
WALKING
38,42,106,78,7,20,23,54,85,79,
2
BONDING
30,24,19,31,3,37,102,
3
ADVANCE
110,111,91,62,50,6,1,22,67,68,21
4
GRANDEUR
74,55,56
5
TRADITION
81,88,83,96,97,18,92,16,87,33,86
6
RACE / CULTURE
90,29,17,28,15,9,5,34
7
LITTLE TOWN
8,94,51
8
GOURMET
2,11,93,80,58
9
LUXURY
46,59,69,52,105,57
10
OUTDOOR
77,76,104,73,47,70,107,27,26,13,49,75,72
11
CONSERVATIVE
108,99,82,65,61,53
12
REVOLUTION
43,45,44,32
13
SHOPPING
64,36
14
STREETS
12,10
15
PARK
84,103,41,48,63,60,89,40,39,109,95,4,100,14,35,98
16
PEACE
66,101,25,71
72
2. Consumer Interview: Photo Evaluation (A)
GROUPING・REASON for EVALUATION
＊Please reference Appendix for the photo number chosen by consumer
High
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.
EVALUATION
Activity through experience
Would like to experience things only available in that region. Would like to try cultural
costumes
FAVORITE PIC: No. 85
「Was most attracted to her smile
Could imagine myself in her shoes
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. Can’t 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
Medium
Taking photos is not the purpose of travel. Would rather experience things instead.
Pic.19, 20, 102
「want to eat at marche」
73
2. Consumer Interview: Photo Evaluation (B)
High
GROUPING・REASON for
EVALUATION
WALKING
GROUPING・REASON for
EVALUATION
BONDING
GOURMET
To communicate / meet the locals
Would not go to these high-end restaurant in
Japan, but might while on vacation.
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.
Medium
Medium
OUTDOOR
EVALUATION
EVALUATION
Many findings. Can see what the local’s everyday
life is like.
Can Enjoy the European outdoors.(could maybe
be done in Japan)
CONSERVATIVE
Depressing. Not attractive.
REVOLUTION
Triggers a war image. Seems depressing.
RACE / CULTURE
SHOPPING
Can experience the country’s cultures.
Want to dance in its cultural costumes.
Purchasable in Japan
LITTLE TOWN
not memorable.
STREETS
Can not find such a cute town in Japan
Low
FAVORITE PIC: No. 38
「very distinctive pottery.
Could imagine a cute restaurant.
PARK
Can’t imagine myself doing anything in a park
PEACE
mundane. Not stimulating
74
2. Consumer Interview: Photo Evaluation
 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 one’s 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
Appendix
7676
Three Baltic Countries
Research: Contents that tourist spots provide
Original
Common
Estonia
•Old urban areas（world heritage）
•Medieval streets
•Workshop（Herb picking）
•amber
•Linen
•Song festival
•chocolate
•Nez tree craftwork
•「wonderland」
•Scene from 「Kiki’s 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”
Latvia
•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
Lithuania
•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
77
Scandinavia
Research: Contents that tourist spots provide in Northern Europe
Denmark
Norway
Sweden
Finland
•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
•“World’s most beautiful
city”
•Antique
•H&M
•Beautiful Nature
•Gamura/stan
•serger
•Viking
•darbest
•Fresh seafood
•“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
78
Berlin/Warsaw
Research: Contents that tourist spots provide in Berlin and Warsaw
Berlin
•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
Warsaw
•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.
79
Explanation of p.29
• herbs: special products in the Three Baltic Cities
• cepelinai: Lithuanian national dish.
• medus: Lithuanian mead
80
Information on “Kiki’s Delivery Service” and “Witch of the West is dead”
“Kiki’s 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 13th Japan Academy Award ・most-talked about
award
The 44th 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 1st 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
1st 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 44th Shogakkan Literature Award
Other awards won by Kaho Nashimoto
『backyeard』： children literature fantasy award
『Sumitomo Metal Mining』： bookstore award 3rd
place
“on the water/off the water”： 2005 Sense of Gender
award, 2006 Murasaki Shikibu Award
81