Abstract
In recent years, increased inbound tourism has caused over-tourism in Japan's nature-rich areas outside major cities. To tackle this, the government enacted the Ecotourism Promotion Law and launched campaigns to promote eco-tourism while preserving the environment. This study surveyed visitors to the Mt. Fuji Aokigahara Forest to assess their perceptions of the value provided by eco-tour guides. The results show that the value eco-tour guides are trying to provide is not only the enjoyment of nature, guest safety management, imparting knowledge on environmental conservation through learning about the natural environment and communicating the attractiveness of nature, but also posing philosophical questions. The value of the tour guide is that it raises philosophical questions. In the area, we can say that the value provided by guides in eco-tourism has been clearly recognized.
https://ror.org/01ch6q924 
