Changing Ski Tourism in Japan: From Mass Tourism to Ecotourism?

Abstract

　Ski tourism in Japan has undergone many changes in the last hundred years; these changes include the rising and falling prominence of skiing as a recreational activity. There is a distinctive contrast in the ski industry between the development period of 1980-1993 and the phase of decline observed after 1994. Most ski destinations are beset with multiple problems: decreasing numbers of visiting skiers, management changes, bankruptcies, closures, etc. At present, global climate change is also a major concern for ski destinations. Ski tourism is often regarded as typical mass tourism with negative consequences for the environment. However, in general, tourist activities have diversified, and this has led to the establishment of alternative forms of tourism such as ecotourism and rural tourism. This study examines the evolutionary process of the Japanese ski tourism industry, focusing on the characteristics of the development of ski destinations. Perspectives of sustainable ski tourism are also discussed in terms of global warming, regional distinctiveness and the evolution of tourism.