2023 Fiscal Year Final Research Report
A Socio-managerial Analysis on the Requirements for the Establishment of a Social DMO in Remote Tourism Areas
| Project/Area Number |
19K12549
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Review Section |
Basic Section 80020:Tourism studies-related
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| Research Institution | University of the Ryukyus |
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Principal Investigator |
OCHI Masaki 琉球大学, 国際地域創造学部, 教授 (90609801)
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| Co-Investigator(Kenkyū-buntansha) |
石黒 侑介 北海道大学, 観光学高等研究センター, 准教授 (00743238)
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| Project Period (FY) |
2019-04-01 – 2024-03-31
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| Keywords | 社会的価値 / DMO / 辺境 / 観光社会学 / 観光経営学 |
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| Outline of Final Research Achievements |
This study conducted both theoretical systematization and empirical research on the creation of social value through DMOs. This is a rare study that specializes in this aspect and contributes to domestic and international research on the social impacts of tourism.
Theoretically, the social roles of DMOs were classified into three phases (goods and services, process, and governance). The way in which each of these is achieved was systematically discussed with the help of the "social quality approach" and other approaches. On the other hand, the field survey revealed real problems that Japanese DMOs face in creating social value, ranging from micro issues such as unstable governance due to public-private partnerships to macro issues such as "fluctuation" in the organizational image, business structure, and organizational culture.
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| Free Research Field |
観光社会学
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| Academic Significance and Societal Importance of the Research Achievements |
オーバーツーリズムなど観光による社会への負の影響が国内外で指摘される昨今において、観光地域づくりの核とされるDMOが社会的価値の創出にも貢献すべきであることはもはや言うまでもない。しかし、DMOに関する従来の研究では、このような観点からの蓄積はごく少ない。さらにそもそも社会的価値が何を指すかは、SDGsを含めた国際的な各種評価基準においても、具体性を欠いている。
これに対して本研究は、観光社会学と観光経営学の双方の知見を合わせて、DMOの社会的価値創出を理論的に体系化し、実地調査に基づき課題を浮き彫りにしたものである。この成果は、より社会に寄与する未来志向の観光づくりに貢献するものである。
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