Potential Role of Ski Events in the Continuation of Ski Resorts: Case Study of the Kurumayama Highlands in Chino, Nagano Prefecture

Abstract

Ski tourism in Japan reached its peak in the 1980s and early 1990s. Since then, however, it has declined rapidly. Japan's skiing population has fallen by more than two-thirds over the past 20 years, and many ski resorts have closed or changed management.

Research on ski resorts in Japan during the period of decline in ski tourism has included studies on attracting international tourists and offering previously less well-known winter sports to attract visitors. However, little research has been conducted on the tourist activities of skiing enthusiasts, which have continued even during the period of decline in ski tourism. These enthusiasts repeatedly visit ski resorts to participate in training and competitions and have been important customers during the period of decline in ski tourism.

The purpose of this study was to clarify the role of ski events and their participants in the continuation of ski resorts. The Kurumayama Highlands, in the city of Chino, Nagano prefecture, was selected as the study subject area. In the past, many official skiing events were held in the Kurumayama Highlands, and numerous participants stayed overnight when ski tourism was at its peak. However, with the decrease in the skiing population, there was a fall in the numbers of events held and people participating in them. Thus, official skiing events are now quantitatively less important as a means of attracting visitors. On the other hand, official skiing events have had the effect of stabilizing demand for accommodation at specific times of the year and attracting a certain number of visitors, particularly during the off-season.

It was also confirmed that, in some cases, participants in official skiing events in the Kurumayama Highlands subsequently returned to the resort each time the event was held, thereby becoming repeat visitors. Although there is concern that these repeat visitors will age in the future due to the decrease in the number of official events, they now come to the Kurumayama Highlands not only for events but also to stay in the accommodations and visit with the owners. This has given the owners confidence and a sense of satisfaction. Furthermore, some events are organized mainly by the owners of lodging facilities in the Kurumayama Highlands.

The above examples demonstrate that skiing events can contribute to the continuation of ski resorts in three ways: they provide opportunities to ski, for example, to renew qualifications or participate in competitions; they attract visitors during off-season periods and make it possible to predict demand during certain times; and they generate repeat visitors. In addition, despite the decrease in the number of ski events and participants in them, repeat visitors who participate in competitions not only use the same accommodations again but also provide a qualitative boost to the owners’ customer service and management skills, thereby helping the accommodation facilities to survive.

Furthermore, the skiing events identified in the Kurumayama Highlands displayed two advantages: there is no possibility of them being relocated; and know-how on the staging of the events can be maintained by the owners of lodging facilities even if there is a change in the ski resort management. Skiing events and repeat visitors who participate in them therefore play important roles in the continuation of ski resorts.