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Article
Publication date: 13 November 2020

Walanchalee Wattanacharoensil, Sappawat Kantamara and Kaewta Muangasame

This study aims to investigate what the crucial elements are when it comes to using a mascot to brand a destination. This study applies the proposed framework of “mascot…

Abstract

Purpose

This study aims to investigate what the crucial elements are when it comes to using a mascot to brand a destination. This study applies the proposed framework of “mascot usage for destination branding” to two mascot cases, namely, Kumamon and Sukjai. In particular, the Kumamon mascot is first investigated, looking at how it is used to promote Kumamoto, one of the key cities in Kyushu, Japan. Sukjai, another mascot, is then analysed in a similar light. The dominant factors that lead to the success of Kumamon mascot are analysed on the case of Sukjai mascot. The disparity between the two mascot cases allows for a better understanding of the dimensions and practices or lack thereof, that can occur in mascot creation and implementation.

Design/methodology/approach

A qualitative methodology is applied, and thematic and content analyses are applied to the three data sources, namely, secondary data collection from different data sources in the English and Japanese languages; researcher onsite observation in Kumamoto; and an in-depth interview with purposive sampling experts.

Findings

The findings indicate that according to the proposed framework, Kumamon has shown all three elements of the framework, namely, promoting destination identity and personality, creating differentiation for the location and having strong stakeholder involvement. On the other hand, these elements were found not to be as strong in the Sukjai case. The findings from the case comparison determine several underlining factors, including the national culture, which can help or hinder in laying the groundwork for the successful application of a mascot in destination branding.

Originality/value

This study complements the previous literature on mascot branding and elaborates on the framework of mascot usage for destination branding based on a combination of the three proposed elements.

Details

Journal of Place Management and Development, vol. 14 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 9 March 2015

Kazuhito Isomura, Kazunori Suzuki and Katsuyuki Tochimoto

– This paper aims to clarify how to develop characters business models by utilizing new business concepts.

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Abstract

Purpose

This paper aims to clarify how to develop characters business models by utilizing new business concepts.

Design/methodology/approach

The paper examines three cases in Japan to innovate characters business models: Duffy, Hello Kitty and Kumamon.

Findings

The paper suggests that utilizing experience-based promotions, open innovation and a royalty-free strategy enhances customer loyalty to characters, expands customer targets and encourages autonomous collaboration of stakeholders.

Originality/value

These case studies clarify how new business models aim to increase customer loyalty to characters and widen customer targets beyond generation, industry and country.

Details

Strategic Direction, vol. 31 no. 4
Type: Research Article
ISSN: 0258-0543

Keywords

Article
Publication date: 4 June 2020

Aaron Tham

This study aims to unpack the notion of travelling mobilities from the perspectives of an Asian solo traveller using the context of the 2019 Rugby World Cup in Japan.

Abstract

Purpose

This study aims to unpack the notion of travelling mobilities from the perspectives of an Asian solo traveller using the context of the 2019 Rugby World Cup in Japan.

Design/methodology/approach

An autoethnography was used for this research, analysing reflective notes drafted on hand-written journals over the duration of six days over three host cities of the sporting event.

Findings

Asian solo men appear to be treated very differently from their Western counterparts and solo female tourists. In addition, engaging with a sport that is highly Western-centric exposes the liminal spaces of in-between. Being of Asian appearance and conversant in Japanese further blurred the travelling mobilities of being an unlikely sports fan, an impromptu translator, a presumed local resident and an unconventional wanderer.

Originality/value

These limitations notwithstanding, the research has contributed to the paucity of knowledge surrounding Asian solo male tourists and some aspects of their corresponding travelling mobilities. Such nuanced understanding then inform tourism and hospitality knowledge and practice of offering relevant experiences to such a market.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 14 no. 3
Type: Research Article
ISSN: 1750-6182

Keywords

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