The development of rural tourism through local community involvement at Yamashiro District, Yamashiro District Yamaguchi prefectural Japan.
The Development of Rural Tourism Through Local
Community Involvement at Yamashiro District,
Yamaguchi Prefectural Japan.
Abstract: This study examines how the concept of rural tourism works to activate the local
community. A school excursion program that currently is practiced at Yamashiro District can be
one of the examples for rural tourisms. It is currently run by Non Profit Organization “Hot
Nishiki”, farmers and local governments. The emphasis of this paper is placed on how the local
communities got involved in rural tourism development. With the rural tourisms, challenges to
mitigate the problems of an aging society and depopulation are being made. The deliverables
from the rural tourisms would be to clarify the importance of local communities’ involvement, an
approach to make community active, and contribution to environment conservation. )
Keywords: Rural Tourism, Agriculture, Community Involvement, revitalization
Introduction
T
he government of Japan (hereafter GOJ) sees a tourism as one of the most important
economic activities and tries to make the tourism market bigger. For that purpose, “Green
Tourism” was proposed as a new form of tourism. According to the survey by the Ministry
of Land, Infrastructure and Transport and Tourism (MLIT), the total amount of domestic tourism
consumptions in FY 2,000 was ¥22.6 trillion (approx. $180 billion at the exchange rate of US
$1=¥125). One estimate says that it would create direct employment for 1.97 million persons,
which occupies 2.9% of the entire employment in Japan. Tourisms may generate more domestic
consumptions and they would reach ¥11.2 trillion, ($90 billion, i.e. it is equal to 2.2% of the GDP
in Japan) (OECD, 2002).) Term of rural tourism varies from country to country and is
organized and pursued for different reason. For rural tourism to be successful, collaboration
needs to exist amongst entrepreneurs (Wilson et al. 2001). Useful integrated approaches to
rural studies include acknowledging the importance of locally controlled agendas to reach
centralization, awareness of the benefits for shared ideas and funding developments, and
creating appropriate tourism plans for rural areas (MacDonald and Jolliffe, 2003). There are
numerous challenges when attempting rural tourism development: the total product
package must be sufficient; significant investment may be required; there is the adaption to
a service role; the quality of products and services and the availability of skills and
resources for effective marketing (Sharpley, 2004). Benefits for rural regions engaging in
tourism include: participating in a rapidly growing industry; access to a wide range of
relatively inexpensive job creation opportunities; diversifying local economies; benefiting
from potentially significant economic multiplier effects; and, increasing awareness and
support for preserving natural and cultural heritage sites (Hjalager, 1996). Rural tourism is
a series of activities provided by farmers and local communities to attract tourists to come
to their area also to create additional revenue for their business (Ramakumar, 2008). Some
forms of rural tourism activities show life, art, culture and heritage in rural areas, therefore
will be benefits of local communities economically and socially, and interaction between
tourists and local communities to enrich the tourist experience. In many parts of the world,
rural areas have long provided the setting for recreation and tourism activities, which have
not always been explicitly considered or branded as ‘rural’. Due to the centralization of
economic activity in Tokyo, depopulation and the loss of industry have been serious
problems in rural towns and villages in Japan since the 1960s. Several comprehensive
National Development Plans have been implemented by the Japanese government to fight
rural depopulation. However they have not been effective. As an alternative solution, the
Japanese government is looking at the importance of urban‐rural exchange. One typical
example is rural tourism in depopulating areas (Asamizu, 2012). In 1995, to support the use
of rural area for tourism, the Ministry of Agriculture, Forestry and Fisheries (MAFF) of
Japan has promoted the establishment of farm inns. Rural tourism is a power problems
solving such as depopulation, aging of the farm population, and stagnant income growth.
Tourism plays a major contribution to Yamaguchi’s economy (Seiji Naya). Since the 1990s, a
new form of rural tourism called green tourism, which is said to have originated in the
Western Europe, began to be engaged extensively in Japan.
This paper is part of research which aims at utilization of local resources through the
involvement of the local community in developing rural tourism products. There are three
elements of local communities play a main role from planning and managing in developing
the rural tourism activities. There are local private organization “Hot Nishiki”, local
government and farmers.
Rural areas in Japan
Approximately 78 % of the total land area in Japan is devoted to agriculture and forestry
(12 % and 66 % respectively), and 70 % of total water use is concentrated on agricultural
activities. In general, a rural community is where most of its population is in some way
involved in the primary sector and the areas which consist of rural communities are called
“rural areas”.
According to the “Classification of Agricultural Area” by MAFF (Ministry of Agriculture,
Forest and Fishery) statistics, “rural areas” refer to areas which are not “urban areas”. In
general, a rural communities is where most of its population is in some way involved in the
primary sector and the areas which consist of rural communities are called `rural areas’.
Japanese agriculture is characterized by the following elements: i) the majority of
farm households are scattered throughout the country; ii) farms are generally small and
fragmented due to both topographical constraints and the land reforms implemented
after World War II; iii) ageing farmers and depopulation of rural communities; and iv) the
majority of farmers have a second non‐farm business from which 90% of their income is
derived (OECD). Rural areas are also called Chusankan Chiiki in Japanese, a term that
includes agriculture and forest areas. Most Chusankan Chiiki areas are facing depopulation
and aging issues (Asamizu, 2012).
Rural tourism
World Tourism Organization (WTO) used rural tourism concept for defining that tourism
product that gives to visitors a personalized contact, a taste of physical and human
environment of countryside and as far as possible, allow them to participate in the
activities, traditions and lifestyles of local people.
According to WTO that take part from rural tourism a wide range of activities like:
climbing, riding, adventure tourism, educational travel, sport and health tourism, arts and
heritage tourism. Oppermann (1996) saw rural tourism as tourism that occurs in nonurban
settings where human activity is present. Negrusa et al (2007) defines rural tourism as that
form of tourism offered by people from rural areas, with accommodation on small‐scale and
with the implication of important components of their rural activities and customs of life
Tourism it appears to be developing an elitist bias as broadening of its social base with
participation from all sections of the society is clearly not visible.
Rural tourism is kind of relatively new tourist attractions that conducted by farmer. In
Japan rural tourism is one of term to solve the problems due to depopulation and aging
society in rural area. Green tourism in Japan is currently form of the new tourist attraction
in rural area and has been adopted by European experiences. Although largely inspired by
the concepts developed in Europe, green tourism practices in Japan show several aspects
which are particular to Japan. Similar to Europe, green tourism was first positioned as an
important measure to realize positive changes in depopulated farm villages with the
initiative of the Ministry of Agriculture, Forestry and Fisheries. Green tourism began to be
dealt with as vital tourism measure by the Ministry of Land, Infrastructure, and Transport.
As the importance of tourism becomes greater to the Japanese economy, green tourism is
expected to generate various benefits such as economic revitalization and interaction
between urban and rural communities (Mitani). Lane (1994) points out that in addition to
the fact that rurality is the central feature of rural tourism; green tourism entails small
scaled, individually owned tourism facilities and interactions between visitors and the
population of the host communities.
Expressions of rural tourism are used as synonym to green tourism, farm tourism, and
agriculture tourism. Agriculture has an important role to in rural tourism, but it is one facet
amongst many: it may be of greater or lesser importance depending on local, regional and
national circumstances. In fact it can explained depend on the several of activities of the
area. Rural tourism enables tourists to reunite with the destination’s nature and the
cultures, and that it contributes to the economic and social recovery of rural areas, as well
as to the conservation of the environment and the spreading of local cultures.
Identification of Rural Tourism at Yamashiro District, Yamaguchi Prefecture
Yamaguchi Prefecture is located at the far western end of Honshu Island. The Shinkansen
high‐speed railway and major highways that connect Honshu and Kyushu Island all run
through Yamaguchi Prefecture. Yamaguchi Prefecture’s south coast is an urbanized area
that includes Shimonoseki City, Yamaguchi City, Ube City, Shunan City and other urban
centers. Meanwhile, the island areas and some parts of the north coast of Yamaguchi
Prefecture are primarily rural.
Iwakuni was divided into an urban area (old Iwakuni on the coastal side) and rural
areas (including Yamashiro District, which was the former Nishiki Town, Hongou Village,
Mikawa Town and Miwa Town). Demographic of Yamashiro District consists of 90 percent
forest with a mountain. Yamashiro District populations are declined due to falling birth
rates and aging people. Agriculture became a major industry in Yamashiro, however
agriculture market is sluggish.
Figure 1 Yamaguchi map.
Source: http://gojapan.about.com/library/map/blmap‐yamaguchi.htm
Since the 1990s, a new form of rural tourism called green tourism, which is said to have
originated in the Western Europe, began to be engaged extensively in Japan. The
development of rural tourism at Yamashiro District is a form of interaction between tourist
and local communities in which tourists can experience rural life through engaging in
“experience programs” or staying at farm stays. Yokoyama (1998) points out that in general,
green tourism in Japan is understood as a form of tourism which is supposed to promote
“interaction between urban and rural communities through agricultural experiences and
farm inns that provide such services.” Tourism potential at Yamashiro District is strongly
connected to community and agricultural activities.
Green Tourism is a term unique to Japanese tourism. Perhaps the closest connection to
the term outside Japan would be farm tourism or agritourism. However, these two terms
encompass a much smaller diversity of activities than Green Tourism in Japan (Miyazaki,
1999). There are three ideal conditions to be met by Green Tourism. The first is the tourism
activity should be in a pristine natural environment where rural life occurs (e.g. agriculture
or fishery) with limited human intervention for protection. This then would not include
national parks or nature‐designated areas as extensive measures are already in place for
protection. The second point is the main provider of the services must be the farmers or
local residents. There should be no intervention by service‐providing companies from the
cities. The third point is the various resources, lifestyle and culture of the communities will
be exchanged with the urban visitors; meanwhile those resources will generate economic
activities (Yamazaki, Oyama, & Ohshima, 1993).
Green tourism is an already established attraction that draws urban people temporarily
to rural areas. Therefore the Japanese government established the Green Tourism Law in
1994. Three years later, Yamaguchi Prefecture published a green tourism manual that
covered farmers’ restaurant, farmers’ markets, tourism farm and farmers’ inns (Yamaguchi
Ken 1997, 20‐24). Yamaguchi Prefecture also started the Green Tourism Promotion Plan
(Green Tourism Suishin Keikaku) in 2004. The prefectural government established a project
to support student activities for rural revitalization (Chusankan Chiiki Genki Soushutsu
Wakamono Katsudo Shien Jigyou) in 2011. (Yamaguchi Ken, 2011)
The rural tourism resources at yamashiro District could be classified into the potential
of ecological and potential of socio‐cultural. The ecological resources are the natural and
agricultural. These are potential to develop as tourist activities that create of all forms of
agriculture as the main object. Agriculture is the main livelihood, which emphasize the
needs of their economy on agriculture. Kind of agricultural products are planting such as
shitake, wasabi leaf, soy bean, kisinekuri, peach fruit, cucumbers, tomato and etcetera.
Afterward these agricultural products would become higher value products such as soy
bean processed into a miso (Japanese fermented paste), rice processes into cakes of mochi
rice. Socio and cultural resources have a relation to the main livelihood of farming
communities. Farming can be a reflection of culture by the activities as rice planting festival,
traditional industry and art, historical and cultural activities such as Kagura dance (form of
dance or music dedicated to Shinto God), Taiko musical (percussion instruments use into
Japanese classical musical) and activities of meditation.
Table 1 Number of tourists to Yamashiro District.
480000
460000
Tourist to
Yamashiro
440000
420000
400000
2007 2008 2009 2010 2011
Source: Iwakuni City (2011).
Local Involvement through Rural Tourism Development at Yamashiro District
Integration of Local Community Involvement
Community involvement in tourism is an important aspect for the sustainability. There
are three components of local rural community involvement that plays an important role
for the rural tourism development at Yamashiro Distric, as follow 1. Private
organization/NPO “Hot Nishiki, 2. Local government and 3. Farmer. Rural tourism activities
established an NPO (Non Profit Organization) called “Hot Nishiki” in 2006. NPO is a local
organization by local community for the local community along with related experience &
exchange center, collaboration with local government who has a function as a facilitator and
making policy operates tourist attractions. The farmer is a main central in addition to
accommodate farm stay for student excursion also provides the experiences in farming
activities. In addition, for the integration multi stakeholders participation also needed. They
are national government, school, tour operator, business private sector, and local
authorities.
There is mutual coordination of tourism activities management at Yamashiro District.
The coordination is undertaken by Government of Yamaguchi Prefecture and local
Government of Iwakuni City. These activities in addition supported by Organization of
private sector as follow; Research association of Hiroshima Bay Urban area, Association of
Domestic tourism, Domestic Commerce and Industry Association, Domestic Cooperation of
Forestry, and Domestic Cooperation of Agriculture. In the figure 3 examines the integration
all of stakeholders consist of local communities, tourist and government. The involvement
of local communities in rural tourism development creates diverse income and
opportunities for local economic growth in rural areas, and role of government provide
economic support for the sustainability rural tourism activities at Yamashiro District.
Resources;
Cultural
Ecology
&
Local
Community
Tourists
Government
Figure 2: Rural Tourism Development based on Local involvement at Yamashiro District.
Source: Own research.
Implemented of local community involvement
Farm stays Program
Rural tourism at Yamashiro District is offering farm stays program as agricultural
experiences for urban student. Farm stays program at Yamashiro District is accommodation
included with rural activities arranged by local communities. Student excursion is annual
programs to attract urban students comes to Yamashiro District. The programs are well
managed by Yamashiro Prefectural branch office and “Hot Nishiki”. It is a Non Profit
Organization (NPO) by local people and for local people, which has aims in supporting and
developing the Nishiki region (Yamashiro). Urban school excursion to rural areas
contributes to the local economy and help student understand the rural way of life.
There are eighty one farm stays owned by local communities (farmers) and lying
scattered around the Yamashiro District. Table 2 show the number of students excursion at
Yamashiro District in 2008 to the year 2010 only once time visited each year. In 2011 has
accepted fourth times with a total number are 263 students. It is had changed in 2012,
although the acceptance of visits only third times, however, the total number is a slight
increase to 322 students. The activities offered are; experiencing agricultural work, fishing,
cooking, trying authentic local foods, and learning to make local crafts. Furthermore, the
student excursion programs are expecting the interaction between urban and rural
communities. Here is following the complete data regarding of students excursion to
Yamashiro Distri
Table 2 Number of student excursion at Yamashiro District. Source: Prefectural Yamaguchi, 2011.
No
Year
Schedules
Numbers
Students
1
2008
8/25 ‐ 8/29
107
of
The Numbers of Farmstay
28
2
2009
8/24 ‐ 8/28
24
8
3
2010
10/2
10/11
13
4
5/19 ‐ 5/20
136
43
7/26 ‐ 7/29
61
20
9/2 ‐ 9/4
28
8
4
2011
5
6
‐
7
9/7 ‐ 9/9
38
Stayed at hotel
8
2012
5/16 ‐ 5/17
24
Stayed at hotel
9
8/28 ‐ 8/30
18
6
10
10/30‐11/1 280
Source:Yamaguchi Prefectural Office Branch (2011)
81
Local control contributes to rural tourism sustainability
Organization by local community is important to ensure local control over development
planning and implementation. “Hot Nishiki” as a local organization at Yamashiro District has
a major contribution in the implementation of student excursion program along with local
government. The members of “Hot Nishiki” since established are 50 people, however still
active only 27 people. The common problems as main problems in Japan’s rural are
depopulation and aging. Yamashiro District is dealing with aging demographics. Therefore,
urban‐rural exchange is a strategy to solve these problems. Urban students visit rural areas
is introduced rural experiences and, on the other hand, bring various benefits, such as a
contribution to revitalization of local industries and the economy, as well as the
conservation of rural areas.
Based on the potential of Yamashiro District, with the livelihoods of most of people are
farmers, included trend of tourism on the natural attractiveness of rural society and
activities, it is an opportunities to improve the economics life, by empowering local
communities through tourism. Figure 3 describes the integration of three elements local
rural communities. Each element has a major contribution in the implementation of student
excursion program. Local government has a role in planning and coordination, in addition,
has a mutual coordination with home stay organization (Min‐Paku) and “Hot Nishiki” as
Non Profit Organization. Local private sector along with central government is supported in
funding. The integration of these local communities element by utilized local resources is
expected for revitalization and sustainability of rural tourism development.
Local Government
•
Regulation
•
Coordination
Utilization
of
local
resources
• Natural resources
•
Cultural resources
•
Empowerment
farmer
of
Agricultural experience
program
Mutual
coordination with
local community
Local Private sector
Hiroshima
Bay Urban
area,
Association
of
Domestic
Tourism,
Domestic
Commerce and
Industry
Association,
Domestic
Cooperation of
Forestry,
and Domestic
Cooperation
of
Agriculture.
Supported by Central
Government
• Yamaguchi
Prefectural
Revitalization
community
of
Local
Sustainability of rural tourism
development
at
Yamashiro
District
• Iwakuni City
Figure 3 the integration of three elements local rural communities at Yamashiro District.
Source: on research
Summary and Conclusion
The paper examined of the local community involvement in developing rural tourism.
The role of local communities is enormously in the implementation of student excursion
program. There are identified three elements of local rural communities play an important
role in developing of rural tourism as follow, local government, NPO "Hot Nishiki" and
farmers. Local government acts as a facilitator in the regulatory and coordination. Student
excursion program as a first step in the development of rural tourism need determine the
readiness of communities for rural tourism. The student excursion program aimed to
attract youth urban to visiting rural areas. This urban‐ rural exchange draws urban people
temporarily and expected could be introduce rural potential in urban areas. Japanese
government as a core policy maker emphasis in policy should be placed more the
promotion of rural tourism. In the planning process, local communities as a decision maker
should be involved to ensure all community voices are heard. Future research needs market
information to determine the demand for rural tourism.
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ABOUT THE AUTHORS
N.M Sofia Wijaya: is a Lecture in the Tourism Studies at Udayana University Bali‐Indonesia and PhD
candidate at Graduate School of East Asian Studies Yamaguchi University, Yamaguchi Japan.
Community Involvement at Yamashiro District,
Yamaguchi Prefectural Japan.
Abstract: This study examines how the concept of rural tourism works to activate the local
community. A school excursion program that currently is practiced at Yamashiro District can be
one of the examples for rural tourisms. It is currently run by Non Profit Organization “Hot
Nishiki”, farmers and local governments. The emphasis of this paper is placed on how the local
communities got involved in rural tourism development. With the rural tourisms, challenges to
mitigate the problems of an aging society and depopulation are being made. The deliverables
from the rural tourisms would be to clarify the importance of local communities’ involvement, an
approach to make community active, and contribution to environment conservation. )
Keywords: Rural Tourism, Agriculture, Community Involvement, revitalization
Introduction
T
he government of Japan (hereafter GOJ) sees a tourism as one of the most important
economic activities and tries to make the tourism market bigger. For that purpose, “Green
Tourism” was proposed as a new form of tourism. According to the survey by the Ministry
of Land, Infrastructure and Transport and Tourism (MLIT), the total amount of domestic tourism
consumptions in FY 2,000 was ¥22.6 trillion (approx. $180 billion at the exchange rate of US
$1=¥125). One estimate says that it would create direct employment for 1.97 million persons,
which occupies 2.9% of the entire employment in Japan. Tourisms may generate more domestic
consumptions and they would reach ¥11.2 trillion, ($90 billion, i.e. it is equal to 2.2% of the GDP
in Japan) (OECD, 2002).) Term of rural tourism varies from country to country and is
organized and pursued for different reason. For rural tourism to be successful, collaboration
needs to exist amongst entrepreneurs (Wilson et al. 2001). Useful integrated approaches to
rural studies include acknowledging the importance of locally controlled agendas to reach
centralization, awareness of the benefits for shared ideas and funding developments, and
creating appropriate tourism plans for rural areas (MacDonald and Jolliffe, 2003). There are
numerous challenges when attempting rural tourism development: the total product
package must be sufficient; significant investment may be required; there is the adaption to
a service role; the quality of products and services and the availability of skills and
resources for effective marketing (Sharpley, 2004). Benefits for rural regions engaging in
tourism include: participating in a rapidly growing industry; access to a wide range of
relatively inexpensive job creation opportunities; diversifying local economies; benefiting
from potentially significant economic multiplier effects; and, increasing awareness and
support for preserving natural and cultural heritage sites (Hjalager, 1996). Rural tourism is
a series of activities provided by farmers and local communities to attract tourists to come
to their area also to create additional revenue for their business (Ramakumar, 2008). Some
forms of rural tourism activities show life, art, culture and heritage in rural areas, therefore
will be benefits of local communities economically and socially, and interaction between
tourists and local communities to enrich the tourist experience. In many parts of the world,
rural areas have long provided the setting for recreation and tourism activities, which have
not always been explicitly considered or branded as ‘rural’. Due to the centralization of
economic activity in Tokyo, depopulation and the loss of industry have been serious
problems in rural towns and villages in Japan since the 1960s. Several comprehensive
National Development Plans have been implemented by the Japanese government to fight
rural depopulation. However they have not been effective. As an alternative solution, the
Japanese government is looking at the importance of urban‐rural exchange. One typical
example is rural tourism in depopulating areas (Asamizu, 2012). In 1995, to support the use
of rural area for tourism, the Ministry of Agriculture, Forestry and Fisheries (MAFF) of
Japan has promoted the establishment of farm inns. Rural tourism is a power problems
solving such as depopulation, aging of the farm population, and stagnant income growth.
Tourism plays a major contribution to Yamaguchi’s economy (Seiji Naya). Since the 1990s, a
new form of rural tourism called green tourism, which is said to have originated in the
Western Europe, began to be engaged extensively in Japan.
This paper is part of research which aims at utilization of local resources through the
involvement of the local community in developing rural tourism products. There are three
elements of local communities play a main role from planning and managing in developing
the rural tourism activities. There are local private organization “Hot Nishiki”, local
government and farmers.
Rural areas in Japan
Approximately 78 % of the total land area in Japan is devoted to agriculture and forestry
(12 % and 66 % respectively), and 70 % of total water use is concentrated on agricultural
activities. In general, a rural community is where most of its population is in some way
involved in the primary sector and the areas which consist of rural communities are called
“rural areas”.
According to the “Classification of Agricultural Area” by MAFF (Ministry of Agriculture,
Forest and Fishery) statistics, “rural areas” refer to areas which are not “urban areas”. In
general, a rural communities is where most of its population is in some way involved in the
primary sector and the areas which consist of rural communities are called `rural areas’.
Japanese agriculture is characterized by the following elements: i) the majority of
farm households are scattered throughout the country; ii) farms are generally small and
fragmented due to both topographical constraints and the land reforms implemented
after World War II; iii) ageing farmers and depopulation of rural communities; and iv) the
majority of farmers have a second non‐farm business from which 90% of their income is
derived (OECD). Rural areas are also called Chusankan Chiiki in Japanese, a term that
includes agriculture and forest areas. Most Chusankan Chiiki areas are facing depopulation
and aging issues (Asamizu, 2012).
Rural tourism
World Tourism Organization (WTO) used rural tourism concept for defining that tourism
product that gives to visitors a personalized contact, a taste of physical and human
environment of countryside and as far as possible, allow them to participate in the
activities, traditions and lifestyles of local people.
According to WTO that take part from rural tourism a wide range of activities like:
climbing, riding, adventure tourism, educational travel, sport and health tourism, arts and
heritage tourism. Oppermann (1996) saw rural tourism as tourism that occurs in nonurban
settings where human activity is present. Negrusa et al (2007) defines rural tourism as that
form of tourism offered by people from rural areas, with accommodation on small‐scale and
with the implication of important components of their rural activities and customs of life
Tourism it appears to be developing an elitist bias as broadening of its social base with
participation from all sections of the society is clearly not visible.
Rural tourism is kind of relatively new tourist attractions that conducted by farmer. In
Japan rural tourism is one of term to solve the problems due to depopulation and aging
society in rural area. Green tourism in Japan is currently form of the new tourist attraction
in rural area and has been adopted by European experiences. Although largely inspired by
the concepts developed in Europe, green tourism practices in Japan show several aspects
which are particular to Japan. Similar to Europe, green tourism was first positioned as an
important measure to realize positive changes in depopulated farm villages with the
initiative of the Ministry of Agriculture, Forestry and Fisheries. Green tourism began to be
dealt with as vital tourism measure by the Ministry of Land, Infrastructure, and Transport.
As the importance of tourism becomes greater to the Japanese economy, green tourism is
expected to generate various benefits such as economic revitalization and interaction
between urban and rural communities (Mitani). Lane (1994) points out that in addition to
the fact that rurality is the central feature of rural tourism; green tourism entails small
scaled, individually owned tourism facilities and interactions between visitors and the
population of the host communities.
Expressions of rural tourism are used as synonym to green tourism, farm tourism, and
agriculture tourism. Agriculture has an important role to in rural tourism, but it is one facet
amongst many: it may be of greater or lesser importance depending on local, regional and
national circumstances. In fact it can explained depend on the several of activities of the
area. Rural tourism enables tourists to reunite with the destination’s nature and the
cultures, and that it contributes to the economic and social recovery of rural areas, as well
as to the conservation of the environment and the spreading of local cultures.
Identification of Rural Tourism at Yamashiro District, Yamaguchi Prefecture
Yamaguchi Prefecture is located at the far western end of Honshu Island. The Shinkansen
high‐speed railway and major highways that connect Honshu and Kyushu Island all run
through Yamaguchi Prefecture. Yamaguchi Prefecture’s south coast is an urbanized area
that includes Shimonoseki City, Yamaguchi City, Ube City, Shunan City and other urban
centers. Meanwhile, the island areas and some parts of the north coast of Yamaguchi
Prefecture are primarily rural.
Iwakuni was divided into an urban area (old Iwakuni on the coastal side) and rural
areas (including Yamashiro District, which was the former Nishiki Town, Hongou Village,
Mikawa Town and Miwa Town). Demographic of Yamashiro District consists of 90 percent
forest with a mountain. Yamashiro District populations are declined due to falling birth
rates and aging people. Agriculture became a major industry in Yamashiro, however
agriculture market is sluggish.
Figure 1 Yamaguchi map.
Source: http://gojapan.about.com/library/map/blmap‐yamaguchi.htm
Since the 1990s, a new form of rural tourism called green tourism, which is said to have
originated in the Western Europe, began to be engaged extensively in Japan. The
development of rural tourism at Yamashiro District is a form of interaction between tourist
and local communities in which tourists can experience rural life through engaging in
“experience programs” or staying at farm stays. Yokoyama (1998) points out that in general,
green tourism in Japan is understood as a form of tourism which is supposed to promote
“interaction between urban and rural communities through agricultural experiences and
farm inns that provide such services.” Tourism potential at Yamashiro District is strongly
connected to community and agricultural activities.
Green Tourism is a term unique to Japanese tourism. Perhaps the closest connection to
the term outside Japan would be farm tourism or agritourism. However, these two terms
encompass a much smaller diversity of activities than Green Tourism in Japan (Miyazaki,
1999). There are three ideal conditions to be met by Green Tourism. The first is the tourism
activity should be in a pristine natural environment where rural life occurs (e.g. agriculture
or fishery) with limited human intervention for protection. This then would not include
national parks or nature‐designated areas as extensive measures are already in place for
protection. The second point is the main provider of the services must be the farmers or
local residents. There should be no intervention by service‐providing companies from the
cities. The third point is the various resources, lifestyle and culture of the communities will
be exchanged with the urban visitors; meanwhile those resources will generate economic
activities (Yamazaki, Oyama, & Ohshima, 1993).
Green tourism is an already established attraction that draws urban people temporarily
to rural areas. Therefore the Japanese government established the Green Tourism Law in
1994. Three years later, Yamaguchi Prefecture published a green tourism manual that
covered farmers’ restaurant, farmers’ markets, tourism farm and farmers’ inns (Yamaguchi
Ken 1997, 20‐24). Yamaguchi Prefecture also started the Green Tourism Promotion Plan
(Green Tourism Suishin Keikaku) in 2004. The prefectural government established a project
to support student activities for rural revitalization (Chusankan Chiiki Genki Soushutsu
Wakamono Katsudo Shien Jigyou) in 2011. (Yamaguchi Ken, 2011)
The rural tourism resources at yamashiro District could be classified into the potential
of ecological and potential of socio‐cultural. The ecological resources are the natural and
agricultural. These are potential to develop as tourist activities that create of all forms of
agriculture as the main object. Agriculture is the main livelihood, which emphasize the
needs of their economy on agriculture. Kind of agricultural products are planting such as
shitake, wasabi leaf, soy bean, kisinekuri, peach fruit, cucumbers, tomato and etcetera.
Afterward these agricultural products would become higher value products such as soy
bean processed into a miso (Japanese fermented paste), rice processes into cakes of mochi
rice. Socio and cultural resources have a relation to the main livelihood of farming
communities. Farming can be a reflection of culture by the activities as rice planting festival,
traditional industry and art, historical and cultural activities such as Kagura dance (form of
dance or music dedicated to Shinto God), Taiko musical (percussion instruments use into
Japanese classical musical) and activities of meditation.
Table 1 Number of tourists to Yamashiro District.
480000
460000
Tourist to
Yamashiro
440000
420000
400000
2007 2008 2009 2010 2011
Source: Iwakuni City (2011).
Local Involvement through Rural Tourism Development at Yamashiro District
Integration of Local Community Involvement
Community involvement in tourism is an important aspect for the sustainability. There
are three components of local rural community involvement that plays an important role
for the rural tourism development at Yamashiro Distric, as follow 1. Private
organization/NPO “Hot Nishiki, 2. Local government and 3. Farmer. Rural tourism activities
established an NPO (Non Profit Organization) called “Hot Nishiki” in 2006. NPO is a local
organization by local community for the local community along with related experience &
exchange center, collaboration with local government who has a function as a facilitator and
making policy operates tourist attractions. The farmer is a main central in addition to
accommodate farm stay for student excursion also provides the experiences in farming
activities. In addition, for the integration multi stakeholders participation also needed. They
are national government, school, tour operator, business private sector, and local
authorities.
There is mutual coordination of tourism activities management at Yamashiro District.
The coordination is undertaken by Government of Yamaguchi Prefecture and local
Government of Iwakuni City. These activities in addition supported by Organization of
private sector as follow; Research association of Hiroshima Bay Urban area, Association of
Domestic tourism, Domestic Commerce and Industry Association, Domestic Cooperation of
Forestry, and Domestic Cooperation of Agriculture. In the figure 3 examines the integration
all of stakeholders consist of local communities, tourist and government. The involvement
of local communities in rural tourism development creates diverse income and
opportunities for local economic growth in rural areas, and role of government provide
economic support for the sustainability rural tourism activities at Yamashiro District.
Resources;
Cultural
Ecology
&
Local
Community
Tourists
Government
Figure 2: Rural Tourism Development based on Local involvement at Yamashiro District.
Source: Own research.
Implemented of local community involvement
Farm stays Program
Rural tourism at Yamashiro District is offering farm stays program as agricultural
experiences for urban student. Farm stays program at Yamashiro District is accommodation
included with rural activities arranged by local communities. Student excursion is annual
programs to attract urban students comes to Yamashiro District. The programs are well
managed by Yamashiro Prefectural branch office and “Hot Nishiki”. It is a Non Profit
Organization (NPO) by local people and for local people, which has aims in supporting and
developing the Nishiki region (Yamashiro). Urban school excursion to rural areas
contributes to the local economy and help student understand the rural way of life.
There are eighty one farm stays owned by local communities (farmers) and lying
scattered around the Yamashiro District. Table 2 show the number of students excursion at
Yamashiro District in 2008 to the year 2010 only once time visited each year. In 2011 has
accepted fourth times with a total number are 263 students. It is had changed in 2012,
although the acceptance of visits only third times, however, the total number is a slight
increase to 322 students. The activities offered are; experiencing agricultural work, fishing,
cooking, trying authentic local foods, and learning to make local crafts. Furthermore, the
student excursion programs are expecting the interaction between urban and rural
communities. Here is following the complete data regarding of students excursion to
Yamashiro Distri
Table 2 Number of student excursion at Yamashiro District. Source: Prefectural Yamaguchi, 2011.
No
Year
Schedules
Numbers
Students
1
2008
8/25 ‐ 8/29
107
of
The Numbers of Farmstay
28
2
2009
8/24 ‐ 8/28
24
8
3
2010
10/2
10/11
13
4
5/19 ‐ 5/20
136
43
7/26 ‐ 7/29
61
20
9/2 ‐ 9/4
28
8
4
2011
5
6
‐
7
9/7 ‐ 9/9
38
Stayed at hotel
8
2012
5/16 ‐ 5/17
24
Stayed at hotel
9
8/28 ‐ 8/30
18
6
10
10/30‐11/1 280
Source:Yamaguchi Prefectural Office Branch (2011)
81
Local control contributes to rural tourism sustainability
Organization by local community is important to ensure local control over development
planning and implementation. “Hot Nishiki” as a local organization at Yamashiro District has
a major contribution in the implementation of student excursion program along with local
government. The members of “Hot Nishiki” since established are 50 people, however still
active only 27 people. The common problems as main problems in Japan’s rural are
depopulation and aging. Yamashiro District is dealing with aging demographics. Therefore,
urban‐rural exchange is a strategy to solve these problems. Urban students visit rural areas
is introduced rural experiences and, on the other hand, bring various benefits, such as a
contribution to revitalization of local industries and the economy, as well as the
conservation of rural areas.
Based on the potential of Yamashiro District, with the livelihoods of most of people are
farmers, included trend of tourism on the natural attractiveness of rural society and
activities, it is an opportunities to improve the economics life, by empowering local
communities through tourism. Figure 3 describes the integration of three elements local
rural communities. Each element has a major contribution in the implementation of student
excursion program. Local government has a role in planning and coordination, in addition,
has a mutual coordination with home stay organization (Min‐Paku) and “Hot Nishiki” as
Non Profit Organization. Local private sector along with central government is supported in
funding. The integration of these local communities element by utilized local resources is
expected for revitalization and sustainability of rural tourism development.
Local Government
•
Regulation
•
Coordination
Utilization
of
local
resources
• Natural resources
•
Cultural resources
•
Empowerment
farmer
of
Agricultural experience
program
Mutual
coordination with
local community
Local Private sector
Hiroshima
Bay Urban
area,
Association
of
Domestic
Tourism,
Domestic
Commerce and
Industry
Association,
Domestic
Cooperation of
Forestry,
and Domestic
Cooperation
of
Agriculture.
Supported by Central
Government
• Yamaguchi
Prefectural
Revitalization
community
of
Local
Sustainability of rural tourism
development
at
Yamashiro
District
• Iwakuni City
Figure 3 the integration of three elements local rural communities at Yamashiro District.
Source: on research
Summary and Conclusion
The paper examined of the local community involvement in developing rural tourism.
The role of local communities is enormously in the implementation of student excursion
program. There are identified three elements of local rural communities play an important
role in developing of rural tourism as follow, local government, NPO "Hot Nishiki" and
farmers. Local government acts as a facilitator in the regulatory and coordination. Student
excursion program as a first step in the development of rural tourism need determine the
readiness of communities for rural tourism. The student excursion program aimed to
attract youth urban to visiting rural areas. This urban‐ rural exchange draws urban people
temporarily and expected could be introduce rural potential in urban areas. Japanese
government as a core policy maker emphasis in policy should be placed more the
promotion of rural tourism. In the planning process, local communities as a decision maker
should be involved to ensure all community voices are heard. Future research needs market
information to determine the demand for rural tourism.
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ABOUT THE AUTHORS
N.M Sofia Wijaya: is a Lecture in the Tourism Studies at Udayana University Bali‐Indonesia and PhD
candidate at Graduate School of East Asian Studies Yamaguchi University, Yamaguchi Japan.