マーケティングの視点で考える震災後のインバウンド観光

概要

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This paper discusses how to invite international tourists after the Great East Japan Earthquake, using marketing tools such as a product portfolio in order to respond to a "Tourism-Oriented Country" of Japan. Because of regional disaster levels, Japan is categorized into four areas: ordinary, early-recovered, defected by a gigantic tsunami, and damaged by a nuclear plant incident. Based upon the survey result by the certified national guides in 2010 and the past studies, inbound tour types are suggested for Japan's four categorized areas. Hands-on type tourism and mass tourism are recommended for the ordinary and the early-recovered areas respectively. Sustainable tourism has been introduced in tsunami defected area of Tohoku. The future success of Japan's inbound tourism will highly depend on Japanese attitude towards how to restore from the great earthquake.
2012-03-00