著者

アマン 礼子

出版者

東洋英和女学院大学大学院

雑誌

東洋英和大学院紀要 (ISSN:13497715)

巻号頁・発行日

no.8, pp.71-94, 2012

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The purpose of this paper is to study ways of attracting foreign tourists as a means of improving the worldwide standing of Japan and the Japanese people. Future activities and possible improvements are a main aspect of the paper. While focusing on the attraction of tourists from Europe, a comparison between the cities of Bath (United Kingdom) and Kamakura (Japan) will serve as a case study. With international tourism booming in recent years, a study from 2009 ranked the number of Japanese travelling abroad as 15th worldwide, while the number of foreigners travelling to Japan occupied 28th place. These figures imply that, although recognized as an advanced country, Japan might be regarded as an under-developed country in respect to tourism. By contrast, although the United Kingdom is similar to Japan in being an island nation, it has developed unique strategies for attracting foreign tourists and, as a result, ranks 6th worldwide. British tourism policies date back to the 1980s, when the promotion of tourism and environmental protection were already equally developed as core policies on a national level. Accordingly British tourism policies can provide significant implications for tourism policies in Japan. The city of Bath shares with Kamakura characteristics such as its location from main cities and its abundance of sightseeing resources. However, it can also be seen as a forerunner among World Heritage cities - a status Kamakura is still seeking. Moreover, 93% of Bath's residents support tourism and cooperate in fostering the city's tourist development together with the local administration. By contrast, a survey conducted by the author revealed that only 44% of Kamakura residents support tourism. Hence in order to develop Kamakura into an international tourist city, Bath serves as an excellent benchmark example. The author conducted a survey among 65 residents of Switzerland on the topic of hospitality and Japanese culture. The results of the survey are used to highlight the weak points of Japanese hospitality and to suggest hints for further improvement. Moreover, they show the effectiveness of using keywords such as "Japanese culture" and "Japanese Culture Experience Tourism" in order to attract and increase the number of tourists from Europe to Japan.