言語景観研究に基づく地域類型論の構築を目指した事例研究として，本稿では，外国人来訪客の多い地域でありながらサブカルチャーの街としても知られるJR秋葉原界隈，通称アキバをとりあげ，2010年に行なった調査結果に基づき報告を行なう。調査対象は実店舗の掲示類，並びに店舗運営のWebサイトである。実店舗・Web調査結果からは次の点が明らかになった。

①「日本語」「英語」以外の言語として，「中国語（簡体字）」への対応が手厚い。一方，「韓国語／朝鮮語」は単言語としても併用言語としても出現頻度が低い。

②家電系や免税系は多言語傾向が顕著だが，サブカル系は「日本語」単言語が主流。

　上記結果から，アキバは他地域における“標準タイプ”化と異なる多言語化の状況にある特異性をもつことが確認された。また，この背景には外国人来訪者の傾向性や店舗分野の違いといった，アキバの街を構成する要素が関係していることを指摘した。

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This paper attempts to examine the roles played by long-living companies for intrinsic regional development based on tourism by using the case of Daimaru-asunaroso as an example. Among long-living companies, for Japanese style inns featuring natural hot spring baths (onsen-ryokan) to implement sustainable business development, it is indispensable to become rooted in the region and to collaborate with the local community by earning its confidence and trust. To this end, it is important not only to manage the onsen-ryokan but to be involved in a wide range of local and non-local business projects. It can be understood that such activities serve as the foundation for intrinsic regional development based on tourism and play the role of linking the focal points of business transactions. Industrial links rooted in the region are generated from the collaboration within the region involving long-living companies.

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Tourism is a means of endogenous regional development. Area officials, there is a need to be addressed by utilizing the human resources outside the region. The reason for this is because the area stakeholders to accumulate the skills and knowledge of tourism promotion. In this paper, we consider Tochigi Prefecture Nasu-machi and Gunma Prefecture Ueno and the Tottori Sand Dunes Tottori, Tottori Prefecture as an example.

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In this study, same-sex marriage is regarded as a social innovation, and the current situation in Japan in terms of tourism is analyzed using E. M. Roger's innovation diffusion theory （1990）. Complexity, trialability, and observability are significant in creating and introducing tourism styles based on new values ​​and ideas. Although tourism products related to same-sex marriage still have issues in that regard, this study shows that they are useful in developing new consumer groups and function as an entry point in the domestic diffusion process of LGBT tourism. In addition, actor analysis reveals the significant roles of “innovators” and “early adopters.” Moreover, the importance of increasing the number of tourism-related actors is confirmed because value co-creation with actors who play other roles accelerates the spread and popularization of LGBT tourism. However, “comfort” cannot be sufficiently guaranteed to LGBT consumers during their stay. Just having and arranging all the systems and products is not enough. Japan is now required to transform into a flexible society that can accept LGBT-friendly tourism, both physically and mentally. The tourism-related actors must adopt multi-faceted innovations to improve Japan's position as a same-sex marriage destination. Increasing various entry and contact points makes it essential to accelerate their understanding and dissemination further. This will lead to the penetration of LGBT tourism into the Japanese society.

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日本の宿泊客数は増加しているが、旅館の宿泊客数は減少しており旅館離れが進んでいる。旅館離れの理由のひ とつに、旅館が従来から提供しているサービスが宿泊客に求められなくなったにもかかわらず、改善されないままサービス提供が続けられていることが指摘されている。本研究では、旅館の組織内でサービス改善等の必要性の認識や取り組みができない要因があると考え、Parasuraman et al.（ 1985）が提示したギャップモデルを旅館に適用し、旅館の組織内のギャップが起こることについて仮説を導出することを試みた。調査では、改善に取り組んでいる旅館にインタビューし、反証として3つの仮説を導出し、各仮説の関係性を示した。今後、導出した仮説を検証することにより、旅館の経営者が組織内でギャップが発生する箇所や要因を理解し、サービスの改善につなげることができると考える。

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