抄録
The Tourism Regional Development Corporation is expected to serve as a command post for tourism regional development from the perspective of regional management that draws out the “earning power” of the region and fosters pride and attachment to the region. Gero City was formed through the merger of four towns and one village in Gifu Prefecture. Therefore, from an early stage, the city recognized the need for consensus-building among residents and has been making efforts to achieve consensus. On the other hand, in Europe and the United States, where DMO activities began earlier than in Japan, the significance of DMO’s existence is changing to “activities to develop tourism as a means to improve the quality of life.” This approach emphasizes the concept of “advocacy,” which involves explaining to local residents, government, businesses, and other stakeholders, building consensus, and reaching out to the media. What measures is the Gero Onsen Tourism Association implementing after being selected by the Japan Tourism Agency as a “pioneering DMO” for 2023.? We would like to clarify what measures are necessary to become a “world-class DMO.”
