A study on the feasibility of balancing direct sales of marine products at coastal roadside stations with measures for the shopping disadvantaged : A case study of roadside station Kaminoseki Kaikyo

Many roadside stations are located in mountainous and rural areas, helping to revitalize regional economies； however, such areas currently face various challenges related to improving living environments, including the supply of daily necessities such as groceries. This issue is, particularly urgent for individuals with limited access to shopping. Going forward, measures to support the shopping disadvantaged must be balanced with profitable operations； however, few studies have addressed both perspectives simultaneously. Therefore, this study identified challenges in balancing seafood direct sales operations with measures for the shopping disadvantaged. It examined the roadside station Kaminoseki Kaikyo, which handles seafood, and clarified its operational status through interviews. Based on the facility’s efforts and participant responses, this study explored the feasibility of, and strategies for balancing the shopping disadvantaged with profitable operations. The results indicate that a significant challenge in achieving this dual purpose is improving store profitability while reducing the time and labor required for operations. To address this challenge, this study proposes a strategy that targets approximately half of the visitors—residents of Kaminoseki Town and neighboring municipalities—by offering rewards based on their purchasing behavior to secure them as repeat customers.