Customer Communication Facilities with Tourism: A Comparison between German and Japanese Automobile Companies

Abstract

This chapter investigates a corporate branding method that is based on direct customer communication. Consumer goods companies often arrange communication platforms that are designed to attract visitors and advertise their products and corporate philosophy. Such platforms include corporate showrooms, corporate museums, and factory tours. This chapter focuses on automobile companies and their customer communication corporate activities. The chapter compares the current customer communication strategies of leading German and Japanese car manufacturers. Certain car manufacturers maintain customer communication facility arrangements. The chapter finds certain differences concerning facility utilization and the corporate policies of each company. We discuss the results of our study and consider a company’s suitability and potential with respect to branding methods that incorporate tourism.

Citation

Endo, Y. and Kurata, Y. (2015), "Customer Communication Facilities with Tourism: A Comparison between German and Japanese Automobile Companies", Marketing Places and Spaces (Advances in Culture, Tourism and Hospitality Research, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 221-233. https://doi.org/10.1108/S1871-317320150000010016