抄録
This study aims to identify issues related to tourist behaviour and manners based on data, focusing on the impacts of overtourism emerging in the World Heritage Site of Shirakawa-go. In September 2025, a multilingual questionnaire survey was conducted in both paper and online formats on-site, providing questionnaires in seven languages (Japanese, English, Spanish, Korean, Thai, Traditional Chinese, and Simplified Chinese), and 116 valid responses were collected. The analysis revealed that many tourists rely primarily on social media—especially Instagram—as their main source of information, whereas official communication in Shirakawa-go mainly depends on its website. This discrepancy indicates that accurate information is not sufficiently reaching visitors. This study presents foundational data on tourists’ behavior and attitudes, highlighting the need for future initiatives that promote proper manners and deeper local understanding through multilingual social media communication. Going forward, the project aims to collaborate with local governments to refine survey design and methodology, enabling municipalities themselves to collect, analyze, and utilize data for effective tourism management.
