Peer reviewed paper
Destination Brand Management after COVID-19 Pandemic
―From the Aspects of Local Government Officials of “The Most Beautiful Villages in Japan”―
2025 Volume 36 Issue 2 Pages 5-14
Details
2025 Volume 36 Issue 2 Pages 5-14
The tourism industry was devastated by the outbreak of COVID-19 in 2020. Since then, social life has gradually returned to normal. Currently, a rapid increase of foreign tourists has created challenges for local regions in Japan suffering from depopulation and aging. Accepting tourists has created practical challenges. In this context, a survey was conducted among local government officials in the “Most Beautiful Village in Japan”, a label originating in France that aims to create a network for the revitalization of the region. The survey aim: Investigate activities to promote the region and to clarify their perception of the benefits of membership of this organization. Results show 66% expressed a positive attitude towards membership, stressing the importance of keeping the quality of the region’s environment and collaborating with residents, simultaneously noting the difficulties of PR and lack of personnel. We present the difference between the frameworks of destination brand management of the most beautiful villages of France and Japan.
