Fading Away : Revitalising Japanese Rural Destinations through Tourism

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Faced with a dwindling number of options, the Japanese government has identified tourism as an economic and social lifeline to regional areas of Japan that are facing a creeping existential crisis. Economic stagnation and an ageing and declining population pose a serious threat to towns and villages. In many cases, ongoing municipal amalgamations have exacerbated the debilitating demographic trends: rural culture, traditional ways of life and ancient settlements are at serious risk of fading away. Yet with nearly 50% of inbound visitors limiting their stays to Tokyo, Osaka or Kyoto, is it realistic to assume that tourists will find the appeal of rural areas attractive enough? This paper considers key political, socio-cultural and economic issues behind the plight of Japan’s rural hinterland. Drawing from recent developments in tourism management and services marketing, this paper then considers the nature of the tourism experience and how rural destinations can utilise their blend of natural and cultural resources to create an appealing tourism ‘product’, which can attract and engage today’s visitors. Based on the tourism-related activities of the town of Wazuka, important lessons are drawn that can be applied to other rural destinations.

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