Research On The Tourism Destination Development Of Koya Town In Japan

Since the establishment of "the Basic Plan of Promoting Tourism-based Country" in 2003, the tourism in Japan has gained a significant development. The further progress of both theoretical and practical research on tourism destination in Japan has been made under this background. Koya Town is a typical tourist attraction with rich natural and cultural tourism resources. It was originally a confidential religious practice site exclusively for the Buddhists, then opened its gate to the public worshippers. As the people were gathered, Koya Town was formed and gradually developed into a tourism destination. No matter as a scared place or a tourism attraction, Koya Town occupies an important position in Japan.This research investigated the tourists, community residents and the management organizations, and analyzed the multi-factors and problems which affect the development of Koya Town as a tourism destination, and then proposed a sustainable development aim and the strategies. On the basis of Japanese and Chinese literature review, the relative concepts and theories has been specified. Questionnaire survey and interview were adopted to collect the data from visitors, residents and management organizations. SWOT matrix analysis was conducted to evaluate the strengths, weaknesses, opportunities and threats of Koya Town. The results indicated that during the development of Koya Town as a tourism destination, a comprehensive management system and rules and regulations should be set up with a DMO to facilitate the destination management and marking, and to drive the related industries. The relationship of the stockholders should be harmonized. Moreover the community should be encouraged to take part in the development of the destination, so as to promote the harmony of the society, economics and ecology, and finally realize the sustainable development of Koya Town as a tourism destination.