From Attendance to Attribution: Evaluating Place Branding Outcomes of a Road－Transported Shinkansen Viewing Event in Kudamatsu, Japan

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Key Points

The research aims to assess the effectiveness of the Shinkansen viewing event in promoting regional branding for Kudamatsu.
Economic impact report commissioned by event organizers assessing spending and induced effects.
National online survey including questions on event recognition, respondents' knowledge, and open-ended queries on place attribution.
Semi-structured interviews with organizers post-event to investigate objectives, satisfaction, perceived gaps, and operational insights.
Logistic regression analysis revealed event awareness was concentrated among men, high-income groups, and residents of Yamaguchi Prefecture, showing a biased spread rather than nationwide engagement.
Interviews suggested positive social value in local communities, such as being a family-friendly destination and fostering relationships through student volunteer participation.
Effectiveness in place branding is linked to contributor-centric KPIs rather than attendance rates, highlighting the importance of tracking participant engagement through a defined funnel.

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Evaluates place branding effectiveness in Kudamatsu, indicating targeted local engagement strategies.

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Mami Takahashi (2026) studied this question.

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