Abstract
This paper investigates a suitable organization among stakeholders of cooperative promotion system for rural destinations. It also explores issues that stakeholders in rural destinations tend to have for their promotion activities. Munakata city in Fukuoka prefecture is used as a case study of the research and stakeholders such as a destinations marketing organization, city office, city councilor and accommodation provider are selected to conduct a semi-structured in-depth interview. The research findings revealed that a lack of budget, human resource and expertise in tourism marketing are major impediments to conduct cooperative promotion. The results of the research finally compose a framework of cooperative promotion system for rural destinations in Japan and provide an empirical insight of it.
