Application of Social Return on Investment for Destination Development Activities Conducted by DMO

－A Case Study of a Guide Tour Creation Project Conducted by a DMO－

Abstract

In recent years, DMOs are expected to be a leader in tourism based regional development, but there are few cases in which the social value of their activities has been quantitatively analyzed. In this study, Social Return on Investment (SROI), which is one of the methods of social impact measurement, is utilized to quantify the social value of an ecotourism guide project conducted by the DMO at Yatsugatake area. As a result of the analysis, SROI values are calculated as 2.31-4.34. Moreover, it is suggested that SROI could be useful in the process of stakeholders improving the quality of collaboration in destination development activities and enhancing their projects.