[Tourism Development Survey] From Consumers to Co-Creators: Introducing the 'SHAPE' 5-Stage Model for Deepening Regional Fan Relations

Marketing Communications Co., Ltd., a member of the Japan Marketing Research Group, conducted a study exploring the potential for 'co-creation' between regions and people in the context of tourism community development.

Based on the survey results, the company proposes the 'SHAPE' 5-stage model, which organizes the process by which fans evolve from mere 'consumers' into 'co-creators' who generate value together with the region.

This model serves as a guideline for local governments and tourism-related businesses to build sustainable regional relationships.

■ Fan Engagement Model 'SHAPE'
- Silent: Little to no awareness or touchpoints.
- Hook: Beginning to feel interest through landscapes, culture, etc.
- Action: Forming connections through information gathering, visiting, dining, and shopping.
- Participation: Actively exploring and expanding connections with places and people.
- Engagement: Developing into a co-creator who creates value alongside the region.

■ Key Survey Findings
- 28.2% of respondents have a 'city or region they feel attracted to or interested in.'
- Not just geographic ties (birthplace, etc.), but 'experiences' (tourism, food, history, learning) drive deepened engagement.
- Shifting from consumption-centered approaches to co-creation (participation in local issues, etc.) is crucial.