Testu Tabi of the Year announced the results of its 2020 competition
at an awards ceremony on April 21. The competition honors travel
itineraries that promote travel by rail, ranking entries according to
their planning ability and originality. Okayama University students from
the Associate Professor HIDAKA Yuichiro’s research seminar (Graduate
School of Humanities and Social Sciences, Faculty of Economics,
Specialty: Marketing) won the Destination Campaign (DC) category award
for their proposed itinerary, called “Setouchi-Hiroshima Destination
Campaign: Go with JR! (Nippon Travel Agency Co., Ltd.) Setouchi
Special”, which is based around the Kurashiki and Kojima area.
Testu Tabi of the Year recognizes creative travel itineraries made for
existing rail routes that have been published and distributed to the
public. In its 10th year, the 2020 awards evaluated travel itineraries
distributed during the period from November 2019 to October 2020. Of the
45 entries received, 5 were awarded special commendations and 1
received the grand prize.
The 5 students who proposed the itinerary were 3rd year students in
Associate Professor Hidaka’s research seminar in 2019. Their proposed
itinerary focused on the theme of “handmade” and targeted women in their
20s and 30s, promoting mini excursions and introducing the charm of
local resources in the Kurashiki and Kojima area. In response to tourism
issues in this area, which range from old-fashioned attractions to
standardized sightseeing experiences, the students managed to devise an
imaginative itinerary that showcases the area’s unique assets and local
resources while focusing on the theme of “handmade” and trying to
increase customer satisfaction.
The students conceptualized their plan as part of a marketing campaign
that would be published by Nippon Travel Agency Co., Ltd.. It was
originally made for an interuniversity competition for marketing
students in 2019. After coming in first place, the plan was published as
an official itinerary in 2020.
At the award ceremony for Testu Tabi of the Year, the itinerary was praised for meeting the criterion of “appealing to customers who are not exclusively railway enthusiasts” because of its variety of excursions. In addition, the judges commented, "The area offers many options for sightseeing, but as a result, customers often have to look up a route for themselves. Thanks to this collaboration with Okayama University, customers can enjoy the ease of following a model course that makes it possible to travel in the region with peace of mind. As such, we feel that this itinerary could also be useful for regional development. "
https://www.okayama-u.ac.jp/eng/news/index_id10300.html
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