Abstract
To realize the Japanese government policy of building a tourism-based nation, it is indispensable to attract foreign travelers not only to metropolitan areas but also local areas. Given the Koreans' tendency of traveling abroad and their points of sightseeing interests and rural areas' general characteristics and sightseeing resources they have, I assume that Korean tourists are relatively highly compatible with rural areas. To be successful in inbound travel policy, one significant strategic element is for local municipalities to better understand and grasp target markets' characteristics including tourists' mindsets, motivation and purposes. In conclusion, the mismatch between travelers' profile and local municipalities' inbound travel promoting or their failure to understand travelers' characteristics is one of obstacles in bringing more foreign travelers to rural areas. This factor needs to be carefully taken into account when tourism authorities design destination marketing.
