Abstract
This paper studied how the concept of marketing is recognized in Japan's DMOs, comparing it with the concept of marketing in the field of business administration. One method to find insight regarding the discussion of DMOs in Japan is to analyze the actual recognitions such as marketing-related requirements for the Japanese-version of the DMO registration system (data collection / analysis, etc.). Through literate research, this work found that Japanese DMOs do not go into the perspective of marketing theory in the field of business administration, which aims for “customer creation” and “societal marketing concept”. In addition, regarding destination marketing, where academic research is progressing in the tourism field, it was revealed that its application and practice are limited in Japan.
