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June 6, 2026Korean Business Education Review

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

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Authors

MTMami Takahashi

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Overview

Randomized trial evaluates place branding effectiveness in Kudamatsu, indicating targeted local engagement strategies.

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.

Cite This Study

Mami Takahashi (2026) studied this question.

synapsesocial.com/papers/6a23ba3c71a5da9775e75f44https://doi.org/10.23839/kabe.2026.41.2.135
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