抄録
Efforts to attract tourists to rural Japan emphasize cultural assets such as sake tourism. UNESCO’s designation of washoku in 2013 and traditional sake brewing in 2024 as intangible cultural heritage has increased interest in Japanese cuisine and sake. Visiting a local sake brewery can be considered experiential tourism content unique to specific regions of Japan and allows tourists experience geographical diversity and cultural differences. Sake tourism is a form of travel in which people visit sake breweries, interact with local people, taste sake, and stroll around the land in which the sake is grown while enjoying the local cuisine and traditional culture unique to that area. This study aims to consider, from the perspective of marketing and management, the role of regional DMOs, which are closely tied to the community, play through sake tourism, which affects a variety of stakeholders.
