イ　ヨンスク
  李　容淑
   所属   国際コミュニケーション学部 観光学科
   職種   教授
言語種別 英語
発行・発表の年月 2017/05
形態種別 学術論文
標題 Sake Branding Strategy: Securing Necessary Ingredients and Attracting
Customers/Inbound Tourists through Storytelling
執筆形態 共著
掲載区分国外
担当区分 筆頭著者,最終著者,責任著者
概要 Sake consumption in Japan has gradually decreased since the 1970s. There are many reasons for this trend. Some of the important ones are: (1) Today a variety of alcoholic products are available, including many imported products that are attractive to young professionals and female consumers (e.g., wine); (2) The trend of healthy life style and well-being encourages less alcohol consumption; (3) The aging population in Japan also accelerated the downward trend of alcohol consumption; (4) The stricter laws against driving under the influence; and (5) The changing preference of young professionals and female consumers for weaker or fashionable alcoholic drinks.
ISBN 1-931649-27-7