S-D logic, which assumes the dynamic use of knowledge, skills, etc., has been applied to tourism research, drawing attention to value-in-use and value-in-context. However, its specific contents have not been clarified. The purpose of this study is to show the value-in-use and value-in-context perceived by each beneficiary of the work experience program for junior high school students organized by a tour operator in Ibaraki Prefecture, as well as its value co-creating process prompted by COVID-19 contexts through qualitative analysis. This study revealed that the junior high school teachers found value in the reduced burden of searching companies for work experience program replaced by the tour operator’s provision of a choice of work place providers and educational materials in line with teachers’/students’ goals. In contrast, the companies found value in the vitality and awareness for their business through interaction with the students. The study also found that the tour operator had formed a community-based educational travel service ecosystem with junior high schools and regional businesses.

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Niseko is an international ski resort area in the western part of Hokkaido, known as a popular tourism destination among foreigners. However, it is pointed out that the majority of those engaged in the tourism industry are foreign workers, and there are few Japanese people employed in regular positions in the tourism field. The cause of this is still unclear. The author hypothesized that the low number of applications from Japanese people is one contributing factor. This study, positioned as exploratory research, investigated the factors influencing the employment willingness of Japanese people in Niseko, focusing particularly on the working environment in the hotel industry, through interviews with interns. The analysis using the grounded theory approach revealed that one key reason for internship students choosing employment in Niseko is being needed by a trusted superior. On the other hand, factors such as the living environment were identified as reasons for not choosing employment in Niseko. Interestingly, an environment conducive to learning English does not appear to be a significant factor influencing the decision to pursue employment in Niseko.

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This paper is a case study that shows which behavioral patterns of people are effective for sustainable local revitalization that includes non-tourism using tourism. Focusing on Inami, Nanto City, Toyama Prefecture, where the number of immigrants and entrepreneurs has increased and a new vitality has emerged in the town since before and after the recognition as a Japan Heritage site in 2018, the paper analyzes the process of community development activities, focusing on the narrative data of a young leader, Yuhei Shimada, who played a central role in this transformation. How was the Japanese Heritage, a system administered by the Agency for Cultural Affairs, able to develop into a revitalization of the local community? As a logic for analyzing his behavioral patterns, we will use effectuation, a mode of thinking and behavior discovered through decision-making experiments with outstanding entrepreneurs, to clarify how Shimada’s thinking and actions encouraged people to make spontaneous commitments and expand the potential of the community. The results confirmed that effectual actions in community development initiatives using tourism, such as Japanese heritage, have encouraged local people to participate, expanding possibilities and leading to the revitalization of real and sustainable local communities.

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Customer evaluations of airlines are significantly influenced by the services provided by flight attendants (FA). Although FA work under challenging conditions, including long hours and stressful duties, their turnover rate remains low. This study positions FA as professionals within the organization and aims to elucidate the structure and formation of their commitment from the perspectives of job roles and organizational commitment. Based on previous research, a framework of commitment structure and three relationships for professionals within the organization were established. Through interviews with FA of major Japanese airlines, the presence of these relationships was explored. While the findings after exploration require further validation as hypotheses, the findings of this study suggest that companies need to present a clear career path, including the level of expertise expected of professionals within the organization and the criteria for achieving requirements. By clarifying the roles of FA, companies can foster professionals within the organization who not only deepen and advance their expertise but also contribute to the organization.

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Entrepreneurial activities are believed to generate not only economic but also social impacts for their regions. Despite the growing focus on the social impacts of entrepreneurship, the mechanisms through which these impacts are produced remain unclear. This study aims to elucidate the process by which entrepreneurs contribute social impacts to their communities. I propose a four-step model detailing how entrepreneurs generate social impacts and establish relationships with local stakeholders. Through interviews with three entrepreneurs, we identified a specific process and a spiral-up cycle. Understanding this process and cycle can clarify the connection between entrepreneurial activities and regional development, offering valuable insights for promoting tourism.

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Despite high expectations for tourism in regional revitalization in recent years, due to various circumstances, it is becoming increasingly difficult for local governments alone to achieve sufficient results in the promotion of regional tourism. At the same time, corporate contributions to local communities are thriving and there is a growing movement aimed at solving local issues in cooperation with local governments. In light of this, it is noteworthy that there are now cases in which non-tourism companies have begun engaging in projects and conducting activities related to tourism through partnership agreements with local governments. In this study, we focus on mont-bell, an outdoor equipment manufacturer and its activities in the tourism sector, as a case study and conducted semi-structured interviews with both the company and the local government. As a result, it became clear that outdoor tours and other such initiatives have several benefits. For companies, these benefits include enhancing product value, revitalizing club membership, and promoting their management philosophy. For local governments, they can expect to effectively reach people who are highly involved in outdoor activities and discover new attractions in natural resources.

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[in Japanese]

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