The methodology used in this research is a kansei evaluation experiment and multivariate analyses. The first; this study considers the effect of design element in the package. The feelings of package design is strongly effected on the type of product when the sample contains different varieties such as sweets; processed foods; drinks and so on. People usually choice their own souvenir as memorial without practical utility. So; this paper shows product groups given by cluster analysis and the relation with the product types in order to examine the tourism resources that can effect on the difference of the customer feeling. Then; principal component analysis derives semantic factors and its relation to the sample is considered by principal component scores. The sample scores give rough approximation of the sample groups. Finally; the difference of feelings between Japanese and Chinese subjects is demonstrated from the calculated principal components of the sample group.
Keywords: Package design; Regional brand; Regional resources; Multivariate analyses