Abstract
In Japan, where the population is shrinking, the promotion of tourism is considered important because tourism generates disposable income from outside the region, and therefore effective demand. The uniqueness of local resources for tourism attracts visito rs to the region. However, uncompetitive regions in tourism market only rely on the uniqueness of the resources and lack the ability to create new values for tourism by using them. This paper focuses on tourism in Odawara City, Japan and examines how to create new values for tourism with use of existing local resources.
