This paper attempts to examine the roles played by long-living companies for intrinsic regional development based on tourism by using the case of Daimaru-asunaroso as an example. Among long-living companies, for Japanese style inns featuring natural hot spring baths (onsen-ryokan) to implement sustainable business development, it is indispensable to become rooted in the region and to collaborate with the local community by earning its confidence and trust. To this end, it is important not only to manage the onsen-ryokan but to be involved in a wide range of local and non-local business projects. It can be understood that such activities serve as the foundation for intrinsic regional development based on tourism and play the role of linking the focal points of business transactions. Industrial links rooted in the region are generated from the collaboration within the region involving long-living companies.
