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Purpose This paper aims to clarify the functions of tourism interpretations of consumer products in a tourist-generating region (TGR) as a means of marketing the tourist destination region (TDR) through tea tourism. Design/methodology/approach This is a case study of the Thai Shizuoka Green Tea brand working to promote tea tourism in Shizuoka, Japan. It is used to identify the functions of tourism interpretations of consumer products in a TGR related to the concept of brand identity. This paper assessed Thai consumers’ opinions on the efficiency of tourism interpretation through a sample of 404 questionnaires and with interviews of ten young females, the primary respondents. Findings Tourism interpretations of the TGR’s consumer products are important for promoting the TDR through five premises: 1) motivating visitors to visit the destination, 2) communicating the place’s meaning, 3) targeting potential tourists, 4) differentiating the destination from other sites and 5) activating value co-creation. Premises 1 and 2 were assumed to stem from visitors’ enjoyment of the tea; the packaging motivated their visit to Shizuoka, its origin. Premise 3 concerns young women who view the product as a premium healthy drink. Premises 4 and 5 are based on the brand’s essence, implying the tea company’s partnership between Thailand and Japan. Originality/value Tourism interpretation plays a significant role in TDRs’ success; however, it can be implemented with other consumer products and an efficient brand identity, to create an image of a destination.
Khaokhrueamuang et al. (Wed,) studied this question.