JTB Communication Design Launches "Regional Loyalty Analysis Service" for Municipalities and Community Development Companies

JTB Communication Design Inc. (Minato-ku, Tokyo; President and CEO: Takuo Fujiwara, hereinafter JCD) will launch the "Regional Loyalty Analysis Service," which visualizes residents' attachment and pride (loyalty) to their region, targeting local governments and companies engaged in community development, starting June 30, 2026. This service comprehensively analyzes resident bonds through data from multiple perspectives, supporting sustainable regional revitalization measures such as promoting migration and settlement, enhancing regional brand power, and expanding the base of related and interacting populations.

Background of Service Development

Regions face various challenges, including population decline, aging, and overconcentration in urban areas. However, "bonds between residents and the region" can be considered an important resource for forging the future. While many local governments and companies have attempted regional revitalization, the extent to which individual residents feel attachment and pride, and the potential these emotions generate for the region, have not been sufficiently visualized or utilized. JCD has applied its unique loyalty analysis model, cultivated in corporate branding and marketing, to develop a service that measures residents' true feelings from both "numerical and emotional" aspects, visualizing new "invisible assets" specific to local communities.

Overview and Features of the "Regional Loyalty Analysis Service"

This service analyzes regional loyalty from multiple perspectives, providing insights for planning concrete measures for regional revitalization and enabling detailed approaches through resident segmentation.

<3 Features>

1. Quantification of Loyalty: It comprehensively quantifies the strength of regional loyalty by analyzing four indicators: residents' "intention to stay" (want to continue living here), "intention to recommend" (want to spread the word about its merits), "pride" (pride in the region), and "spirit" (consciousness of supporting the region).

2. Identification of Emotional Factors: It identifies emotions that enhance resident loyalty from among 12 emotional factors (such as trust and security, resonance, affinity) that explain the relationship with the region, and clarifies their impact.

3. Discovery of Experiences: It extracts "experiences" (transportation convenience, shops, interaction, food, nature, etc.) that generate these identified emotions, visualizing elements that lead to increased loyalty.

Furthermore, it classifies residents into four types: "Regionally Committed Type," "Quiet Settler Type," "Relationship-Oriented Mobile Type," and "Quiet Mobile Type," enabling policy planning tailored to their characteristics. This allows for an objective understanding of resident loyalty and the emotions and experiences that lead to increased loyalty, contributing to the sustainable development of regions through the identification of target demographics, enhancement of area value, and creation of related and interacting populations.

JCD is currently analyzing multiple regions nationwide using the analysis model of this service. The results have confirmed that the touchpoints and experiences that lead to loyalty formation tend to differ by region. For example, in one ward in Tokyo, awareness-raising experiences through exchange events organized by the local government and commercial facilities strengthened ties with the region, while in one city in Kanagawa Prefecture, child-rearing experiences in a rich natural environment led to attachment to the region. This suggests that creating positive experiences tailored to regional characteristics is effective in fostering regional loyalty.

Through this service, JCD will collaborate with various stakeholders such as local governments, companies, and transportation and distribution businesses in each area, supporting city promotion, regional revitalization, and resident participation in community development.

【Company Profile】

Company Name: JTB Communication Design Inc.

Location: 12F, Celestin Shiba Mitsui Building, 3-23-1 Shiba, Minato-ku, Tokyo

Representative: Takuo Fujiwara, President and CEO

Established: April 8, 1988

URL: https://www.jtbcom.co.jp

【Contact Information】

JTB Communication Design Inc.

Sales Promotion Bureau 1

Contact: Watanabe, Kawaguchi

E-mail: jcd_promotion_contact@jtbcom.co.jp