Change of shopping street of central area in local city during the period when smartphones are popular : Transformation of the shopping street of Sakurayama by comparison of stores in 2009 and 2020
This study focuses on clarifying the situation of adjustment for employing online advertisements among shops in the shopping district in a Japanese local city. Data was collected via the questionnaire answered by store managers. The results show four points, which are: 1.The number of young and new manager decreased in this decade, 2. The importance of location increased, 3. SNS was not employed among elder and long-time-running managers, 4. Online advertisements were useful in getting customers from various generation. Those results imply the possibility that the shopping district in a Japanese local city will more easily adjust to present information-oriented society thanks to young generations who are familiar with online advertisements.
スマートフォン普及期における地方都市中心市街地の商店街の変化：2009年と2020年の店舗比較にみる盛岡市櫻山商店街の形態変化
jcpij-v56n3p1436-1442
(1.63MB)
