Tourism Destination Competitiveness: Analysis and Strategy of the Miyagi Zaō Mountains Area, Japan

Abstract

This paper uses the tourism destination competitiveness framework to support the formulation of a tourism development strategy for the Miyagi Zaō mountains area in Japan. The study area experienced major disruptions associated with the 2011 earthquake, the Fukushima nuclear accident, and the 2015 and 2018 volcanic eruption warnings. The disasters had a significant impact on tourism, which plays a key role in the sustainability of Zaō town and the surrounding region. Zaō town is faced with an aging population and a shrinking economy. A survey of visitors (demand side) and local company representatives (supply side) was conducted to determine perceived strengths and weaknesses of the regional tourism destination. Nature-based activities were awarded the highest scores by both sides. Based on the findings from the destination competitiveness analysis, a nature-centric tourism development strategy is proposed to achieve destination competitiveness and sustainability of the local society and the natural environment.