UTILIZATION AND IMPACT OF LOCAL MASCOT CHARACTERS IN KANTO MUNICIPALITIES:

This study analyzes the utilization and effectiveness of local mascot characters in municipalities across Japan’s Kanto region, focusing on population size differences. Through questionnaire surveys of 149 municipalities, the research reveals that while mascot utilization patterns are relatively similar across municipalities, their effectiveness varies significantly. Matrix analysis categorized municipalities into four types based on character utilization: efficient utilization, successful active utilization, needs improvement, and passive operation. The study found that larger municipalities tend to achieve more balanced internal and external effects, while smaller municipalities show greater variation in effectiveness. Key challenges include costume maintenance and operational costs.