Abstract
In 2013, China suggested the ‘One Belt, One Road' initiative which consists of the Silk Road Economic Belt and the 21st Century Maritime Silk Road. This study conducted a SWOT analysis examining the strategy of the Chinese government to attract Japanese and Korean tourists in the Silk Road tourism. The analysis implicated four possible points to better attract tourists from Japan and Korea. Local governments in China should cooperate with local governments of Japan and Korea to develop tourism products that utilize storytelling concepts. In addition, the Chinese government should strengthen connectivity between Japan, Korea and China with the theme of Silk Road culture and build partnerships beyond the political and diplomatic conflict between the nations. The Chinese government may also promote the Silk Road tourism by investing in infrastructure to organize a transportation network for both Korean and Japanese local governments. Furthermore, the Chinese government should strengthen the network from an economic point of view and reduce threat elements. From these points, utilizing international organizations joined by local governments in Japan, Korea and China is the most effective way in order to conduct the SWOT strategies aforementioned.
