Rural Tourism and Sustainable Development in Hokkaido

Akhmad Abdullaev
Candidate for the Degree of Master
Supervisor: Prof. Hidetsugu Kobayashi
Division of Urban and Environmental Engineering

Introduction
Many Japanese rural areas find themselves in a state of
crisis. Challenges facing rural areas are numerous and
have interconnected nature. Ageing, depopulation,
decline in agricultural employment are just few to
mention.
Tourism is gaining increasing attention as a tool for the
rural policy making. As mentioned by Graburn: (In
Japan) It is the policy of the national and regional
governments as well as the business to hold the line on
population loss by replacing the declining industriesforestry, farming, and fishing - with rural tourism(RT) [1]
However, transition from traditional rural economies to
tourism, brings challenges for the policy makers in
deciding on how to plan and implement rural tourism
policies. Typically such decisions require trade-offs
between economic, environmental and social interests.
It is increasingly being recognized, that the challenges
facing rural areas can be more effectively addressed by
applying new ways of thinking and doing based on
principles of sustainable development. Such an
approach enables differing objectives to be harnessed
together and jointly met. [2]
This research focuses on the applying sustainable
development thinking in the case of rural tourism.
In this research author 1) Defines the new model for
sustainable tourism (ST) 2) Summarizes problems with
ST concept in Japan 3) Conceptualizes benefits of RT in
Japanese context 4) Studies Hokkaido local authorities
practices and attitudes towards sustainable RT and 5)
Analyzes potentials for tourism development in NisekoYotei Area.

Concentric Circles Model for Sustainable

Tourism (ST)
In this work author tried to develop the model for ST.
The aim is not to bring the new definition of ST, but
rather to search in various definitions and guidelines for
common threads, and translate them into something that
is understandable and meaningful in practice.
Literature review was carried and resulting 19 definitions
analyzed. These findings were combined with some of
the main issues in various codes and principles. The
outcome of this study is Concentric Circles Model of
Sustainable Tourism (Fig. 1).
The model consists of three concentric circles of
sustainability. The center of the model is the
intergenerational equity (IE), as the main objective of the
sustainable development as stated in Brundtland Report
.without compromising the ability of future
generations to meet their own needs. [3]
The aim of IE can not be pursued without sustaining
capital stock. (First circle - sustainability of local capital
stock).

Figure 2 Concentric Circles Model of ST

This includes environmental, socio-cultural and
economic capital. For sustainability of local capital stock,
the interactions between capital stock and stakeholders,
and interactions within stakeholders shall be sustainable
(second circle - equity of stakeholders).
In order to reach such equilibrium, sustainable strategies
should be implemented (third circle- sustainability of
strategies). The outer circle of model consists of tools for
sustainable
strategies:
planning,
management,
integration into local economy, partnership and
cooperation, assessment, training and education,
research. These tools are organized sequentially as
following (Fig.2).
Public Involvement

Implementing
Strategy
(Management)

Cooperation
+
Research

Assessment
of Potential

Yes

Strategy
Planning

NO
Abandon

Integration into
Local Economy

Monitoring results
(Research and
Assessment)

Disseminating
results
(EducationNetworking)

Figure 1 Sustainable Strategy Flow

ST Concept in Japan
Clarke (1997) has described the evolution of approaches
to ST, as passing through four stages as it developed
from the early is it or isnt it sustainable tourism debate
to the acceptance that all forms of tourism shall move
towards sustainability [2].
The study of publications and books on ST in Japan has
revealed that the evolution of ST concept is still on the
first stage of Clarks evolution framework.
This is seen in the Official Country Profile of Japan
submitted for Johannesburg Summit in 2002. Page 51
states: the term eco-tourism covers sustainable

tourism, eco-tourism and nature-based tourism. Since

there is no clear distinction among those three terms in
Japan, it is difficult to identify activities according to
those three categories.[3]
There is confusion between ST and Ecotourism.
Ecotourism might be sustainable but it is not always
sustainable. Considering certain form of tourism as
intrinsically sustainable is representative of the first
stage of evolution of ST concept, and is widely believed
to be erroneous.
Author has to agree with Shimakawa, one of a few
Japanese writers on ST in a broad contest, when he
states: It would not be exaggeration to claim that in
Japan the research on ST is practically absent. Because
of that, we have to rely on foreign research institutes and
literature. [4]
Problems with sustainable tourism in Japan may be
summarized in three items: 1) lack of research and
literature 2) lack of comprehension of ST principles and
3) lack of governmental and industrial actions.
Typically, the tourism sector is absent in social and
natural resource management decision making and, as
often, resource management considerations are
neglected in developing tourism marketing strategies.
One significant consequence of neglecting questions of
sustainability is that Japanese tourism industry is sorely
lacking in plans, debate and research concerning its
ability to endure, its relationship with the natural
environment, and appropriate social, cultural and natural
resource and product quality assurance programs.
These elements are critical to an effective, integrated
tourism development policy.

How Rural Tourism can contribute for

Rural Revitalization in Japan
Agriculture and other traditional economic bases are no
longer broad enough to sustain rural growth.( Drabensot et.al 2000)

only a minority tourism market, is already making a

valuable contribution to rural development.
Its contribution is diverse and can be expressed not only
in financial terms, but also in terms of jobs,
environmental
and
landscape
conservation,
encouragement to the adaptation of new working
practices, and restoring the vitality of rural societies.
Literature review resulted in conceptualizing the
contribution of rural tourism to creating viable rural
community, as per Figure 3.
This diagram shows the fact that RT is potentially an
important contributor to value-added of a whole range of
activities, be they economic, cultural or social, in a rural
area where it is being developed sustainably.
The list of potential benefits is impressive, but it is
important to recognize that tourism is not the solution to
a struggling rural economy. RT has complex and
paradoxical nature, and there are many constraints
which shall be overcome in order to succeed.
Data of Organization for Urban-Rural Interchange and
Revitalization has revealed that half of 689 destinations
surveyed in Japan stated that RT has not met their
expectations.
Analysis of this secondary data by author has revealed
that reasons for failure may be grouped in three
categories:
1) Lack of planning and management
2) Lack of knowledge
3) Unsuitability of the area for RT.
In order to overcome these constraints the principles of
ST, specified in Figures 1 and 2 shall be implemented.

Indicators of Sustainable Rural Tourism

(ISRT) - Hokkaido Local Governments
Perspective
Indicators have potential to transform information into action

With Japanese area being in state of crisis the Basic

Law on Food, Agriculture and Rural Areas (New Basic
Law) was enacted in 1999 to replace the Agricultural
Basic Law of 1961. This law aims at rural development
with four main objectives:
Securing a stable supply of food
Fulfilling multi-functionality
Sustainable development of agriculture
Promoting rural areas

Research Aims

Literature review on RT has revealed that RT, while still

Such a process is seen by many authors as being the

Achieving Sustainable Rural Tourism requires an

iterative process (refer to Fig. 2 on page 1).
Development should be assessed on an ongoing basis
in order to identify any impacts and provide information
to guide subsequent responses. For this purpose it will
prove fundamental the use of indicators of sustainable
rural tourism (ISRT).

Figure 3 Rural Tourism for Viable Rural Community

responsibility of government bodies, particularly local

government. The goal of the research was to examine
how local authorities are responding to sustainable rural
tourism with particular reference to their current
practices and attitudes towards ISRT.
Research Methods

Results-Local Government Attitudes towards ISRT

Based on different recommendations and researches

(Tourism Concern & WWF, 1992; Murphy, 1994; Howie,
1996; Swarbrooke, 1996; WTO, 1996; Mowforth & Munt,
1998; Rat & Puczko 2001) 20 indicators suggested for
the purpose of this study were selected (Table 1). A
postal questionnaire was sent out to Local Authorities of
14 subprefectures of Hokkaido.
The first part of the questionnaire contained two
questions that were aimed at determining the importance
of rural tourism within local authorities.
The second part set out to ascertain the current status of
data collection as related to the ISRT.
The final part asked respondents to rate each of the 20
indicators using a five-point Likert scale. The option of
cant make judgment was also provided.
Table 1 Indicators used in study
NO
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Indicator

Type

Area Protection
Use Intensity
Social impact
Development Control
Waste Management
Planning process
Critical ecosystems
Tourist Satisfaction
Local Satisfaction
Contribution to local
economy
Attractiveness
Local involvement
Local control
Employment
Economic Diversity
Energy Consumption
Education and Training
Marketing

-Ecological -Supply
-Ecological- Demand
-Social-Supply
-Planning-Supply
-Ecological-Supply
-Planning-Supply
-Ecological-Supply
-Social-Demand
-Social-Supply
-Economic-SupplyDemand
-Complex-Demand*
-Social-Econ.-Supply
-Planning-Supply
-Social-Econ.-Supply
-Economic-Supply
-Ecological-Supply
-Social-Supply
-Economic-Planning
-Demand-Supply
-Social-Supply
-Ecological-Supply

Gender Equity
Contribution to lowimpact agriculture

However, research on social impact, local resident

satisfaction, local involvement, education or employment
is practically absent. The monitoring of tourism impacts
via ecological indicators is also undervalued. Another
highly regrettable result is the absence of any research
on marketing in rural tourism.

Results-Current Research Practices

On average, subprefecture authorities considered local
tourism to be very important (4.00/5.0) and gave higher
than ordinary priority in development planning (2.18/3.0).
When looking at the ISRT related research the bias
towards demand-related research and economy based
research is identified. Visitor numbers (83.33% and
visitor satisfaction (66.67%) are most popular research
practices. Total tourist expenditure (58.33 %) and ripple
effect of tourist expenditure on economy (41.67%) are
other popular research practices.

An analysis of the perceived values of ISRT revealed

some interesting results (Table 2). Whilst respondents
were on overall very positive about the indicators (an
average rating of 3.66), the percentage of no judgment
answers was very high (50 %).
High no judgment rate obtained during this research
combined with the unwillingness of some of local
authorities to respond can be taken as supporting
evidence for the lack of comprehension of ST in Japan,
discussed earlier.
Tourism Contribution to the Local Economy (4.33),
Tourist Satisfaction (4.22), Local Involvement (4.14),
Attractiveness (4.13), and Local Satisfaction (4.13) were
rated high and also had relatively low percentage of no
judgment responses.
Gender Equity (2.75), Energy Consumption (3.00) and
Waste Management (3.20), were least popular and also
had highest percentage of no judgment response.
On the overall research showed the preference of
economic indicators (3.89) over social (3.75) and
ecological (3.65) ones, and demand (4.08) indicators
over supply (3.68) ones.

Conclusion
Current tourism development planning is overly
concerned with regional boosterism intent on drawing
increased numbers of visitors. Rural planners need to
question the compability of tourism within broader
regional development goals and objectives that
incorporate wide views.
Tourism development in rural areas presents a complex
set of benefits and costs requiring more thorough
assessment that goes beyond the preconceived notions
that tourism somehow provides an economic panacea
for development of rural regions.
The importance of the public involvement and opinion is
well understood by local authorities; however they fail to
carry any study on the opinions and needs of local
people, regarding tourism development. Local authorities
have to widen current research practices to include more
social and ecological aspects and more research on
supply side.

Assessing Potential for ST in Rural Areas:

A Case Study of Niseko-Yotei Area

Research Aims
Initially it was planned to make a research on the
sustainability practices using indicators presented in the
previous chapter. However as clearly seen from the
results of the previous chapter considerable limitations
for such a study were determined: mainly lack of any
data and comprehension.

So, it was concluded that it could be more beneficial to

carry the diagnosis of the present situation of tourism in
one of the rural areas, in order to define how tourism can
be a tool for local development.

Figure 5 Evaluation of Local Touristic Potential

Source: LEADERII Evaluating a Territorys Touristic Potential

SWOT
The evaluation carried in accordance with the above
scheme has lead to the following outcome (Table 2).

Research Method
The research is carried using SWOT analysis. SWOT is
the
abbreviation
for
Strengths,
Weaknesses,
Opportunities, and Threats. It simply means
summarizing and categorizing the main pros and cons
according to these four headings and presenting the
results as a series of short statements. Secondary and
primary data research was used for SWOT analysis.
The secondary data research aims at defining the area
and describing current situation and trends in the tourism
development. Primary research consists of in depth
interviews with local tourism stakeholders. A
methodology is proposed by LEADERII scheme. (Fig.5)
Analysis of Competition

Analysis of demand

Analysis of Supply
Organization of
Tourism Sector

Analysis of
strengths/weaknesses

Analysis of
opportunities/threats

Recommendations to Local Tourism Managers

-Relate the tourism strategy to other policies and
priorities in the destination, including planning, rural
development, agriculture and environment.
-Deliberately promote and support the projects
maintaining local values and administered by residents.
-Encourage tourism operators to be environmentally
friendly, through training, advice and labeling.
-Set up a mechanism for regular monitoring of tourism
impact on economy, local community and environment.
-Promote changing hot spring concept to SPA, to include
multifunctional operations.
-Strengthen the link between gastronomy, local food
production and agriculture. (Encourage local products
through training, publicity and special events).
-Provide recreation and leisure venues for families
-Provide complex tours to enjoy Niseko-Yotei Area
-Promote public transportation to and within the area
REFERENCES
1. Graburn N.H.H. (1995) The Past in the Present in Japan: Nostalgia
and Neo-Traditionalism in Contemporary Japanese Domestic Tourism.
2. Garrod,B. et.al. (2006) Re-conceptualizing rural resources as
countryside capital:The case of rural tourism Journal of Rural Studies 22
3.WCED. 1987. Our Common Future. London: OUP.
4. Clarke, J. (1997). A framework of approaches to sustainable tourism.
Journal of Sustainable Tourism,5(3), 224-233.
5. UN. Johannesburg Summit. Country Profile. Japan., 2002 p. 51.
6. Shimakawa T., 2002 Medicine for the tourism: Sustainable tourism
Doyukan, Tokyo. (in Japanese)

Analysis of Trends

Table 2 SWOT Analysis

STRENGTHS
Natural Strengths
-Quality and preserved natural environment
-Presence of hot springs
-Clear and dramatic four seasons
-Close location of Sapporo and Hakodate
-High quality powder snow
Supply Strengths
-Abundant agricultural products and experiences
-Diversity of activities in winter
-Diversity of activities in summer
-Variety of festivals
-Leading ski resort in the country
Demand Strengths
-High ratio of repeaters
-High ratio of satisfaction with experience
Organizational and Planning Strengths
-Awareness on the importance of tourism
-Various Plans for Environmental Protection
-Relatively higher level of tourism research

OPPORTUNITIES
Changes in tourists (lifestyle, demographics)
-Increasing motivation for rural tourism
- Promoting slow and safe food
- Increasing experience-based tourism
-Increasing interest of Australians and Koreans
-Growing Chinese tourism market
- Emerging seniors market
- Creating aesthetic town centers
Other Opportunities
- Capturing passing through tourists
-Increasing attention to tourism as an industry
-Increasing attention to attract foreign tourists
-Plans for express ways, shinkansen
- Contributing to other local industries

WEAKNESSES
Natural Weaknesses
-Reliance on fine weather experiences
Supply Weaknesses
-Lack of exchange with local community
-Potentials of onsen not utilized
-Cultural heritage too diffuse, no strong elements -Lack of authentic crafts
-Lack of high quality food, local food
-Lack of antre-ski activities
-Low interest of farmers for agri-tourism
- Lack of pleasant settlements
-Hard access for non-drivers
-Lack of family entertainment venues
-Undersupply of cultural products and experiences -Lack of nightlife
Demand Weaknesses
-Misperception of area that it is only for ski
-Low number of stay tourists (transit tourism)
Organizational and Planning Weaknesses
- Lack of awareness of local people
- Lack of special education
- Lack of qualified guides, instructors, etc.
-Poor signage
-Little, if any, attention paid to environmental and social issues
-Lack of united planning and management
-Lack of real time information (especially in English)
-Poor transportation between tourist destinations (limited to private cars)
-Tourism operators not receiving information

THREATS
General Threats Applied to Majority of Rural Areas in Hokkaido
-Ageing
-Depopulation
-Decline of local culture
-Natural Disaster
Emphasized By Tourism Department Manager
-Rise of land prices
-Purchase of the lands and other real estate by the foreign capital
-Community concerns of tourism
Others
-Ecological Deprivation
-Uncoordinated approach
-Risk of being priced out for local population
-End of Australian boom
-If amalgamation happens, risk of loosing brand names like Niseko
-Competition from other destinations (like Furano)

- Joining low-impact agriculture and tourism

- Using know-how of foreigners, who settle here

-Decline of local culture and festivals