Title: Involvement of Related Populations in Tourism Community Development: DMOs in the World Heritage Horyuji District
Stream: Education and Development: Local and Global/Domestic and International
Presentation Type: Virtual Presentation
Hiroki Tahara, Meisei University, Japan
This paper aims to focus on related population, recently the object of expectation with regard to a new regional revitalization policy in Japan, and to elucidate its actual activities.
Related population, a concept newly established in 2016, does not yet have an organized definition or categorization. Therefore, this study begins by redefining and categorizing related population—currently subject to diverse interpretations—as a precondition to the research objective of clarifying its actual activities.
A case study is addressed in the form of Destination Marketing/Management Organizations (DMOs) promoting tourism community development in the World Heritage Horyuji district.
The data collected included results of interviews held via an online remote conference system in March 2021, as well as two semi-structured interviews conducted on site in July 2021. The analysis used Otani’s SCAT method (2011).
The analysis uses Tahara’s  framework, integrating the service ecosystem of Vargo and Lusch  and the knowledge creation cycle of Nonaka et al. [1995, 1998].
Through this case, the study elucidates the transformation of "related population in the region", conventionally lacking motivation for community development, into "active related population". Specifically, the analysis adopts three perspectives: motivation for participation in tourism community development, actual status of knowledge creation within the region, and transfer of knowledge acquired through activities.
Japan’s declining birth rate and aging society have led to a notable drop in population and its concentration in urban areas, the shift in population policy from the conventional “quantity” to "quality" represented by related population can help resolve the shortage of regional leaders in Japan. Related population within the region, as addressed in this study, may serve as a policy to propose new models for region-led practices, reversing the conventional concept of bringing people in from outside.
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