Expectations of residents and tourists of agriculture-related certification systems: analysis of public perceptions  Yuta Uchiyama, Yushi Tanaka, Hikaru Matsuoka, Ryo Kohsaka  Journal of Ethnic Foods  Volume 4, Issue 2, Pages 110-117 (June 2017) DOI: 10.1016/j.jef.2017.05.003 Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 1 Agricultural landscape in Itoigawa City. Source: Itoigawa City. Geosites of Itoigawa City are located in whole City areas. Those geological features developed unique agricultural landscape in the City. In this environmental condition, production and branding of sake are implemented using the logo of Itoigawa Geopark. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 2 Historical landscape of geosite in Itoigawa City: (A) Late Meiji period to early Taisho period; (B) The late Edo period, image by Hiroshige Utagawa [歌川広重]. Source: Itoigawa City. Before receiving the certification of Geopark, Itoigawa's geosites were famous for unique land forms. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 3 Current landscape of the geosite in Itoigawa City. Source: Itoigawa City. In recent years, Itoigawa's geosites attract tourists because of their unique land forms and certification of Geopark. Sharing the meanings of Geopark with visitors is one of the main issues in the promotion of Itoigawa Geopark. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 4 Landscape of the terraced rice fields in Sado City. Source: Winning photo at the photo contest of terraced rice field: “Moving in morning sunshine” by Masaki Kawaguchi in Iwakubi terraced rice field. Sado City is certificated as national Geopark and Globally Important Agricultural Heritage System. Its unique agriculture systems including terraced paddy fields are maintained based on the geological features in the City. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 5 Gender and age of respondents. In this survey, the rates of female and male are almost the same. The rate of respondents over 60 years of age is relatively high, and it reflects the age structure of populations in the research sites. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 6 Rate of respondents aware of individual regional certifications. Almost half of the respondents do not know any certifications. These results show that enhancement of degree of tourists' recognition is an urgent task of related actors of regional certifications, including international organizations, national governments, and local municipalities. BR, Biosphere Reserves; GIAHS, Globally Important Agricultural Heritage System. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 7 Rate of respondents aware of individual product certifications. The degree of recognition of product certifications is relatively low as compared with regional certifications. Geographical Indication (GI) is an international-level certification. However, its certification is relatively new in Japan (started in 2015), and number of products with GI is limited. Those circumstances are reflected in the low degree of recognition of GI. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 8 Expected effect of individual regional certifications. The expected aspects of regional certifications are different between the four certifications. Understanding of the difference is needed in the strategic promotions of the areas with certifications. BR, Biosphere Reserves; GIAHS, Globally Important Agricultural Heritage System. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 9 Residents' expected effects of Geopark certification in different regions. As the overall trend of the answers of these questions, degree of Itoigawa City residents' expectation of Geopark is relatively low. This result shows that the residents may have difficulty in finding positive effect from the certification of Geopark. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 10 Geographical Indication (GI)-certified products noto-shika korogaki and sawano gobo in the Noto region, a Globally Important Agricultural Heritage System-certified site. The logo of GI is pasted on the box and product of noto-shika korogaki (A). By contrast, sawano gobo has unique logo for its promotion (B), because any logo of the Regional Collective Trademark itself does not exist. Journal of Ethnic Foods 2017 4, 110-117DOI: (10.1016/j.jef.2017.05.003) Copyright © 2017 Korea Food Research Institute Terms and Conditions