Sustainable Ecotourism and Regional Development in Shikoku

―The Influence of Perception Gaps and the Role of Civic Pride―

Abstract

This study explores the role of ecotourism in revitalizing Japan’s Shikoku region, focusing on the relationship between civic pride and sustainable tourism development. Through online surveys, the research examines perception gaps between local residents and tourists and their impact on sustainability. Findings indicate that well-established destinations such as Mt. Ishizuchi, Naoshima, Shimanto River, and Iya Valley exhibit minimal perception gaps, while emerging sites show varying degrees of alignment. Stakeholder interviews revealed that cases such as Ozu and Yusuhara demonstrate how external support can effectively strengthen civic pride and contribute to sustainable tourism, whereas Kamikatsu and Chichibugahama Beach highlight challenges in aligning tourism development with local values. This study suggests that civic pride acts both as a catalyst and an outcome of ecotourism success and plays an important role in making ecotourism sustainable.