In this paper, we outline the processes, over half a century, in the revitalization of Nara-machi, a historical urban area, through summarizing the activities by town planning organizations, public administration and business operators, and also discuss the role of long-established shops in the processes. The entire process can be divided into three phases : the foundation formation in the revitalization, the formation of tourism zone, and the expansion to tourism zone with culture. In the first phase, the organization and the administration cooperatively renovated and upgraded the landscaping in Nara-machi ; in the second phase, the long-established shops positively influenced by the changes in landscape, came up with the concept of “Ba”, a place of experience, followed by opening up of new cafes, restaurants and variety stores. In the third phase, Nara-machi gradually gained the image of a town with history and culture, associated with the traditional shops. The long established shops in the vicinity of railway stations always recognized as tourism zone have increased the brand value of their products. In contrast, the corresponding shops in Nara-machi have focused on providing a unique cultural experience in Nara-machi by creating “Ba”, leading to the revitalization. This highlights the prominent roles of the long-established shops in the revitalization.

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[in Japanese]

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Until the present, the relationship between developed countries and developing countries has been called the North-South Relationship. In view of increases in tourists from developing countries in recent years, the author observed that tourists’ desires have slightly changed. They are now breaking the rules of the North-South Relationship, which means they are willing to visit developed countries. This Nagoya Castle Tourists research did help to expand the analysis of differences in how Japanese receive inbound foreigners from different countries using strategies based on attitudes and perceptions as well as common sense. Also found was that the ”gaze or perceptions turned toward the north” concept is one of the extensions of the Tourist Gaze Theory.

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