In the pursuit of regional revitalization, a "regional brand survey" was conducted to evaluate the attractiveness of different regions and the level of interest in living there and visiting them. This survey aimed to strengthen the regional brand. A previous study had utilized the Regional Brand Survey to identify the components of regional attractiveness and their respective weights. However, it faced a critical issue wherein some responses to the attractiveness evaluation were assigned zero points, while others were simply ignored.
This study analyzes the data using a five-point scale, ensuring that all responses to the attractiveness evaluation are taken into account. In addition to the attractiveness, the study elucidates the latent structure influencing the level of willingness to live and visit using factor analysis.
The results of the factor analysis revealed six factors: "convenience of transportation and living," "local foods and specialties," "history," "tourism and nature," "tradition," and "sports."
The results of multiple regression analysis established that the level of attractiveness and visit were significantly influenced by “tourism and nature” (β=0.434, p<0.001; β=0.652, p<0.001) and “local foods and specialties” (β=0.235, p<0.001; β=0.240, p<0.001), while the level of willingness to live in the area was significantly influenced by the “convenience of transportation and living” factor (β=0.511, p<0.001).
Public institutions, such as governments and municipalities, could potentially maximize the attractiveness of their regions by considering the unique characteristics and appeal of each area and focusing on elements with substantial impact.