2018 Volume 91 Issue 6 Pages 437-461
This study examined the characteristics of commodification of rural space from the hosts’ point of view. While rural areas in Japan are deteriorating, numerous studies across disciplines, including geography, have been done on the commodification of rural spaces for local revitalization. Those studies regarded rurality as a tourism resource and examined the processes and sustainability of commodification. However, they placed little emphasis on the characteristics of rurality, which can be perceived from both representational and material aspects and interpreted in both national and local contexts. They also devoted little attention to the actors’ intentions in constructing rurality. Based on the above-mentioned issues, this study examined the implications of rurality on the commodification of rural space from the hosts’ perspective by analyzing the relationship between rurality and hosts, with special reference to Takumi-no-sato, the town of Minakami, Gunma prefecture. Takumi-no-sato is a rural area with several experiential tourism facilities operated by many takumi, which literally means “craftsmen,” and includes instructors, shopkeepers, and do-it-yourself devotees. Tourists can sample various experience-based programs as they walk around the area.
The findings can be summarized as follows: First, although many actors regard rurality as the cornerstone of commodification, they are not able to commodify it sufficiently in Takumi-no-sato. However, they consider rurality to be the essential feature of Takumi-no-sato. Second, the perception of Takumi-nosato has become more multifaceted. All of the facets are“ authentic” images of the area and coexist without any conflict, although they may contradict each other. Third, rurality enables multifaceted perceptions to coexist as “authentic” ones. There is a dual aspect of rurality as a representation. In other words, “authentic” rurality is guaranteed by both national and local collective memory. Therefore, whichever collective memory they are based on, the rurality and images of Takumi-no-sato, for which rurality is essential, will be “authentic.” Fourth, it has become possible to produce any construct as “authentic” even though it detracts from images expected in the pioneer days. In Takumi-no-sato, economic activity is also regarded as a vital element of rurality in that it contributes to the sustainability of the hosts’ daily lives that constitute rurality.
Therefore, although it may seem paradoxical, in an area like Takumi-no-sato where constructing “authentic” rurality is important, it is easy to make images of Takumi-no-sato “authentic” by claiming that the commercial activities are helpful for constructing and sustaining rurality. In summary, without examining the characteristics of rurality, it is not possible to understand the coexistence of “authentic” images of the area. It is important to consider the hosts’ practices and their internal aspects in constructing rurality to achieve a fundamental understanding of the commodification of rural space as a contemporary phenomenon.
Geographical Review of Japa,. Ser. A, Chirigaku Hyoron
