Abstract
Tourism is one of Okinawa′s leading industries, and in recent years green tourism has been developing for the purpose of improving tourism quality with increasing attention from levels such as administration, practitioners, tourists and local residents. Taking the on–site experience and exchange activities between cities and farming, forestry and fishing villages in Okinawa as research examples, the authors examine green tourism development trends from the perspective of prefectural administration, city, town and village administration levels as well as those of practitioners; and examine the present state of green tourism development by taking Higashi Village as a case study; pointing out areas in need of improvement. The research shows the following results. Firstly, because the rapid increase in practitioner numbers correlates with growing green tourism needs, administrative guidance and facility improvement is slow. Secondly, from the case study of Higashi Village, it is found that in carrying out green tourism activities, mainly agricultural experience and farm village home–stays, the Chamber of Commerce and Industry plays a key role, and green tourism development aims are consciously considered. Moreover, appropriate green tourism exchange facility maintenance, deregulation of the Hotel Business Law and Fire Regulations are also necessary.
