Abstract
Following the research paper covering cruise tourism development in Akita in the previous issue of this journal (Murayama, 2020), this paper focuses on the results of a survey conducted with inbound cruise tourists in the Akita Prefecture and interviews with tourism businesses in Akita city, as well as providing recommendations. The study on sustainable cruise tourism in Akita included a cruise visitor survey that was aimed toward inbound tourists, passengers, and crews, and was conducted in the summer 2019 in Akita City. This survey covered activities, satisfaction levels, and spending patterns of cruise tourists in the prefecture. After the cruise season finished (winter), tourism businesses were interviewed to assess cruise tourists’ behavior. While the satisfaction level of cruise visitors was very high overall, many opportunities and challenges were identified, such as more demand for Akita tourism information online in English and the need for more English signage in the city, English menus and explanations at tourist attractions. Demand for cafés and free Wi-Fi access in tourist attractions (e.g., museums) was also highlighted. It was found that the economic impact of cruise visitors in Akita was relatively low. To increase the economic benefits for the local businesses and the community, a variety of approaches are suggested, such as longer stops at Akita and new product development, including an enhanced promotion of the “experience” of the traditional culture of Akita.
