A consideration of methods for the establish of tourism promotion planning strategies based on the concept of product portfolio management

Abstract

In recent years, amidst the thinking that the tourism market is limited in scope, more and more prefectures are undergoing efforts to revitalize their tourism industries. This suggests that the revitalization of tourism in each prefecture is now a competitive market. Seeking to consider which types of tourism promotion strategies are effective for these regions, this research utilizes Product Portfolio Management (PPM) and classifies each town by the number of overnight tourists and their respective growth or decline. In so doing, it attempts to create the “TA-PM” framework as a means of delineating which kinds of strategies these regions can take to increase tourist numbers.