ビジネス観光誘致に向けたユニーク・ベニューの開発

─観光地域づくり法人（DMO東京六本木）の事例分析─

抄録

In this study, we emphasize the relative importance of management in developing new resources worth visiting called Unique Venue (UniqV), by drawing on findings from a case study of a Destination Management / Marketing Organization (DMO) based on an interview to the executive director of DMO Tokyo-Roppongi. The study shows that successful venuedevelopment is contingent upon the quantity and quality of the prevision of educational opportunities, the guarantee of access beyond the boundaries of the organization, and the sharing of service storytelling, through exchanging resources under the DMO management. The study also finds that specific management of DMO in venue development influences human behavior, goals or motivation in the resource co-creation process. The study concludes that the ability of these organization to co-create value is contingent on the level of area connectivity between human entities which engage themselves in service, more so than DMO that manage the process.