Consumer perceptions of local brands and strategic implications for tourism resource development : A Q-methodology approach

This study explores how consumers perceive and interpret local brands to derive strategic implications for their development as tourism resources. Departing from the predominant supply-side perspective of existing literature, this study focuses on the subjective perceptions of tourism consumers. Using Q methodology, a research design specifically developed to analyze subjectivity, three distinct consumer types were identified: (1) Affective Consumption-Oriented, (2) Rational Verification-Oriented, and (3) Community Value-Oriented. The Affective type develops brand attachment through emotional empathy and sensory stimulation. The Rational type evaluates brands based on utilitarian criteria such as quality and price. The Community-oriented type prioritizes social responsibility and community contribution as core consumption values. These typologies reveal that the perceived authenticity of local brands is formed through multidimensional interpretations of emotional, functional, and social values. Theoretically, this study extends the understanding of value factors from prior quantitative research into structured perception typologies. Practically, it contributes to consumer-centered strategies for local brand development and policy support, strengthening local brands as sustainable tourism assets.