Abstract
The purpose of this study is to investigate the necessary conditions for sustaining rural tourism in disadvantaged areas of Japan. The main focus of this analytical study was to determine the supply of and demand for rural tourism and the impact of tourism on rural amenities. In this study, Akiyama-go, Nagano Prefecture, was selected as the study area. The results are summarized as follows.
First, based on the results of a questionnaire survey given to tourists who visited Akiyama-go, most visitors to the area were very interested in the cultural and natural elements of rural amenities, and in general had a high level of satisfaction regarding their visits. This tendency was especially notable among repeat visitors. On the other hand, although some tourists expected well-conserved agricultural elements of rural amenities before their visit, they had a relatively low level of satisfaction with the agricultural elements.
Second, local residents provide small-scale accommodations for tourists to supplement their livelihoods in addition to agricultural and other jobs such as working on construction sites. But it was revealed that in recent years they found it difficult to continue running such operations due to a decrease in income from agricultural and other such jobs.
Third, concerning the impact of rural tourism on rural amenities, tourism has helped to conserve only limited elements of rural amenities. Tourism has contributed greatly to helping to conserve cultural elements, but not as much to helping to conserve the agricultural elements.
In conclusion, to sustain rural tourism in disadvantaged areas of Japan, it is necessary for local residents to increase efforts to meet the demands of various types of tourist. At the same time, a support system should be established making the successful operation of small-scale accommodation possible, while ensuring the conservation of rural amenities which are the foundation on which rural tourism depends.
