The number of foreign tourists in Japan has increased rapidly in recent years. If farm inns in rural areas were to host a significant number of these inbound tourists, it will certainly contribute to rural revitalization. However, individual farm inns are limited in their ability to adapt to inbound tourism, as they find it difficult to respond adequately to tourist demands. In the current study, we examined the operations of Shunran-no-Sato, an association of farm inns in Noto Town in Ishikawa Prefecture, to understand its suitability for inbound tourism. Through a questionnaire survey and interviews, we studied the functioning of the secretariat office, acceptance status of foreign tourists of the respective farm-inn, acceptance intention of owners, and problems currently faced by farm inns. We found that this association can deal more capably with inbound visitors if the coordinating function of the secretariat office is suitably improved. In particular, it is necessary that the secretariat office enhance the intercultural understanding of the owners of farm inns by conducting language and cultural awareness courses.
