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
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.
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)
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.
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
400000 420000 440000 460000 480000
2007 2008 2009 2010 2011
opportunities for local economic growth in rural areas, and role of government provide economic support for the sustainability rural tourism activities at Yamashiro District.
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 of
Students The Numbers of Farmstay
1 2008 8/25 ‐ 8/29 107 28
Local Community
Resources; Cultural & Ecology
Tourists
2 2009 8/24 ‐ 8/28 24 8
5/19 ‐ 5/20 136 43
5 2011 7/26 ‐ 7/29 61 20
6
9/2 ‐ 9/4 28 8
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 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.
• Empowerment of farmer
Agricultural experience program
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
Hiroshima Bay Urban area, Association of Domestic Tourism, Domestic Commerce and Industry Association, Domestic Cooperation of Forestry, and Domestic Cooperation of Agriculture.
Sustainability of rural tourism development at Yamashiro District
Revitalization of Local community
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.