観光地域づくりの推進役としての DMOの役割に関する研究 ‒日本版DMOの先進事例を中心に‒

Abstract

The Japanese version of Destination Management and Marketing Organizations (DMOs), which are increasingly being focused were reviewed. Moreover, the roles of DMOs and reasons for their success were discussed based on the review of previous studies. Furthermore, instances that have addressed the promotion of regional sightseeing are focused and their situation and characteristics were analyzed. The results indicated the necessity “to build consensus with various stakeholders and develop professional staff (people)” for DMOs to play the expected role of developing tourism areas by “discovering local resources and adding value (goods)” and strengthening “fundraising functions (money), as well as to develop “strategies and policies based on reliable data collected by using the scientific approach (information).” The results of case studies indicated that no government subsidies were used in the Minami-Shinshu Tourism Organization that has operated with financial independence and high autonomy by building relationships with local coordinators and residents. Moreover, it had a key person that played a leading role.As a result, it is attracting attention as a pioneering Japanese DMO. Additionally, Yukiguni Kanko Ken(Snow-country.jp) has developed a concept the theme of snow, by utilizing branding strategies, having various promotion campaigns, by making it convenient to select hotels through simplifying criteria for describing quality, and developing a community that is comfortable for both tourists and residents. Yukiguni Kanko Ken is also attracting considerable attention as a pioneering Japanese DMO.