Expectations of residents and tourists of agriculture-related certification systems: analysis of public perceptions

Abstract

BackgroundTo reveal the level of recognition of regional and product certifications related to agriculture, an analysis of the official minutes of assemblies and the perceptions of tourists was conducted. This is one of the first attempts to combine analysis of residents and tourists at the product level (Geographical Indications, trademarks) and landscape level (registration under Food and Agricultural Organization [FAO] or United Nations Educational, Scientific and Cultural Organization [UNESCO]-related certification systems). MethodsThe research sites were Itoigawa and Sado, two municipalities in Niigata prefecture. The former is certified as a Global Geopark, and the latter as a National Geopark and Globally Important Agricultural Heritage System (GIAHS). The text-mining approach was conducted to analyze the official minutes of the municipal assemblies, and the questionnaire survey was conducted to identify the recognition of tourists on the certifications. ResultsThe results of the analysis of assemblies and tourists provide issues and possibilities of the certification systems. Tourists' recognition of the GIAHS and its weighting in the assemblies are relatively low. Residents and tourists have different expectations for regional certification. Residents expect education, while tourists expect tourism. ConclusionIt is necessary to evaluate the GIAHS's contribution to tourism and industry when municipalities and international organizations manage the GIAHS sites. Considering the gaps between residents and tourists and taking measures to resolve them can contribute to managing certificated areas by collaboration of stakeholders. Regarding products aimed at branding, consumers need to be informed about the GIAHS as a regional certification in addition to product certification to share the historical and environmental characteristics of agricultural products.