- 期刊
The analysis of the predicament of Japan's Budo tourism: An investigation into the Budo tourism industry
日本武道旅遊現況與困境之分析－武道事業經營者的觀點
摘要
Introduction: Since Tokyo received an official appointment as the host city for the 2020 Olympic Games in 2013, Japan, a nation renowned for its tourism, has increasingly prioritised the development of its tourism sector. Aiming to foster a distinctive 'Japanese Tourism Brand,' the Japanese government introduced guidelines for promoting Budo Tourism in 2019 to attract overseas Budo enthusiasts to the country further, based on Japan's characteristic 'Bushido Culture'. The study suggests that Budo business operators account for an important factor in the development of Budo tourism in Japan. To facilitate the successful development of Budo Tourism, it is necessary to examine the perceptions and development difficulties of Budo Tourism in Japan from the perspective of Budo business operators. Methods: In 2020, Japan Sports Tourism Alliance conducted open-structured questionnaires for Japanese Budo Tourism business operators to survey how to promote Japanese sports and Budo tourism. The research analysed 112 valid responses using KH Coder for system analysis. Results: This study identified four impediments to the development of Budo Tourism in Japan: The nature and purpose of 'Budo Tourism' necessitate explicit interpretation and definition; Unclear distinction between target audiences and demands for experience; Lack of integration between the central government and individual tourism businesses operators in Japan; and the Cross-cultural communication difficulties. Conclusion: The study suggests that future campaign managers and administrators in the sports tourism industry consider promoting and creating diversified sport tourism opportunities and categories, in addition to planning localised and customised sport tourism programs and itineraries to attract participants with divergent interests. For future research, it is recommended that further qualitative and quantitative studies be conducted on the various types of Budo tourism and participants with differing purposes, as well as a segmentation analysis of the sports tourism market concerning participants' backgrounds and participation characteristics.
並列摘要
緒論：東京自2013年確定申辦2020年奧運後，日本重視觀光產業發展方針。日本政府為了打造其「日本旅遊品牌」，以武士道文化為發展方向，於2019年提出武道旅遊推進方針以吸引海外遊客參與。本研究試圖分析武道事業經營者於產業中的關鍵角色，並從其觀點分析日本武道旅遊的現況與困境。方法：研究分析2020年Japan Sports Tourism Alliance針對全日本武道旅遊事業經營者所進行的開放式問卷調查，使用KH Coder模型計算112份問卷調查內容。結果：研究發現當前日本武道旅遊遭遇發展阻礙有四：「武道旅遊」的本質與目標需要更明確定義；歧異目標客群的不同體驗需求界定不明；中央政府單位與各地區武道旅遊相關事業間缺乏有效整合；跨文化的交流困難。結論：研究建議日本武道事業經營者應針對不同目標客群，發展客製化的武道旅遊行程；同時，中央政府及政策制定者應發展多樣化的運動與武道旅遊策略，以符合逐漸多元之需求。未來相關研究者可針對個別武道類型與其參與者，進行細節的質性與量化研究，並針對旅遊消費者的背景與其特徵進行分析。