2014 Volume 23 Pages 31-46
When we investigate the conditions under which the long-established onsen-ryokan, Japanese style hot-sprig inn, has survived, we can find the various types of business development models. Ogoto onsen area, which we take up in this paper, has been sluggish under the burden of past negative images accompanied by the temporary boom of amusement business in this district in 1970s. Two owners of onsen-ryokan, who succeeded their business in those days, have felt a sense of crisis to the situation at that time, and progressed the changes to break down the conventional customs and traditions as local entrepreneurs. At the same time, they exerted themselves to train the young successors of the next generation, and focused on their own team- building. They become now the new owners of onsen-ryokan and challenge to the local revitalization as the main entrepreneurs under the strong solidarity.
