Project overview 

・Expense account name: University of Miyazaki FY2016 Strategic Priority 

Expenses 

・Project name: Attracting tourists and creating market growth for Miyazaki Prefecture farm products by conducting a scientific study of taste

・Project execution: Regional innovation - University of Miyazaki (RiUM; Representative: Toshihiro Nade) 

・Project duration: 2 years 

1. The Necessity and Objectives of the Project 

・Miyazaki Prefecture is one of the major centers of the farming and livestock industry in Japan. Its specialty products, such as beef and mangoes, are considered the best in Japan. It is also a major producer of tea, and its pan-fired green tea (kamairi-cha) is known for its unique regionally-based production technique. 

・However, as the features of these products related to their "good taste," such as their scientific components and their functions, have not been identified, it has been impossible to sufficiently utilize these factors as product "appeal points" or as elements of sales strategies. 

・Additionally, the name-value of Miyazaki Prefecture, which was once a popular destination for honeymooning couples, has decreased, and there is an insufficient amount of dissemination of information about the food that people in Miyazaki Prefecture are so proud of to tourists, consumers, and distributors, both within Japan and abroad. 

・Based on this background, it is necessary to identify the features of the "good taste" of Miyazaki Prefecture agricultural products that have scientific basis. 

・Some of the most advanced and highly precise technology in the world for the analysis of agricultural products and food components exists in Miyazaki Prefecture. 

・Therefore, we will perform a comprehensive analysis of the relationship between the evaluated value of "good taste" to a highly precise analytical value and the evaluated value of physical properties through the use of sensory evaluations of specialty agricultural products from Miyazaki Prefecture. In addition, we will identify the components that are related to "good taste," as well as an index for the purpose of measuring these components. 

・Next, it will be necessary to ascertain from business management perspective how the component values and index that we identify can be utilized in a sales strategy that includes advertisements both in Japan and abroad on the internet. 

・In order to achieve this goal, we will conduct surveys and hold food sampling events for both Japanese and overseas tourists, and we will also conduct surveys on the foods of other countries. This data will then be used to ascertain the response to Miyazaki Prefecture farm products as well as consumer behaviors regarding the products. 

・Additionally, we will create multilingual versions of websites and pamphlets that include information about the region and data that relates the scientific characteristics associated with the "good taste" of Miyazaki Prefecture farm products to the assessments of tourists and others. 

・These efforts are designed to promote sales of Miyazaki Prefecture agricultural products and increase the number of tourists who visit the prefecture. 

2. Structure of the research

・The Food Business & Tourism Research Unit of RiUM will take on a leadership role and instructional staff members in related fields will also participate. Instructors who specialize in agricultural products, instructors who specialize in sales strategy and marketing, instructors who specialize in tourism, international issues, and information & communication technologies (ICT), as well as specialists in a number of related fields will participate. 

・Highly accurate analyses will be done at the Food Safety Analysis Center in Miyazaki Prefecture. 

3. Anticipated results and spin-off benefits 

・Identify the components associated with the good taste and flavor of Miyazaki Prefecture agricultural products. 

・Differentiate Miyazaki Prefecture agricultural products based on scientific data related to their flavor. 

・Create a sales strategy based on scientific data. 

・Clarify the differences between Japanese people and people from other countries in terms of their ideas related to the flavor of Miyazaki Prefecture agricultural products. 

・Increase the number of tourists who visit Miyazaki Prefecture. 

・Increase the amount of Miyazaki Prefecture agricultural products exported.