Tourism Analysis in Miyajima Island, Japan

Final Report for the course Sustainable Tourism Development II

Japan Internacional Cooperation Agency (JICA) – Hiroshima University

September, 2001

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Introduction Miyajima could be consider as a magic island most visitors, discover the real beauty and Japanese charm while visiting sacred and religious places as Itsukushima shrine. Its located in the Seto inland National park, this location gives to the Island a beauty and extraordinary scenic quality. Legend tradition and history, is shown with the Itsukushima Shrine in front of the Otorii, five stored pagoda, all of them symbols of a large religious tradition. But Miyajima goes beyond than this, is in fact a Japanese nature treasure, as example could be Omigimanji Park. New ideas creativity and imagination makes presence a real traditional house became in to a folk materials house, is prove that culture tradition still live on a country which tend to be the leader in technology. Living culture makes its presence on the large number of festivals and events that Miyajima has every year. How can we imagine, such a place tend to decrease the number of visitors, several factors could explain that situation, but basically Japan as tradition do not care about the sector of the services, since japans economy is based on the big industry and technology, sectors as the tourism are quite of the forgotten by the central government and local authorities. Global tourism trends and new destination represent some of the many reasons because the island has less visitors every year. Is important to emphasise that Miyajima do not promote it self on the international markets. Its dependency on the surrounding prefectures and international promoted cities, makes to Miyajima a second or third final turistic destination. The present research is orientated to analyse the environmental problems besides the market and promotional problems, the cultural and natural sustainability of the island. Its understandable the short time that this work has taken, the results should give and approach for the solution of the several problems that Miyajima faces now a days.

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CHAPTER I: The Present Situation of Travel Market in Japan and Miyajima

A. Geographical Location of Japan and Miyajima Japan is an island nation surrounded by the Pacific Ocean in the east, the sea of Japan in the west, the east China sea in the south and sea of Okhotsk in the North - off the coast of East Asia. The countries nearest Japan are Russia, China and republic of Korea. Most of among 6800 Japan islands are very small. Four islands make up 99.37% of the country. These are Hokkaido, Honshu, Shikoku and Kyushu. The land area of whole country is 378 thousand sq. km. 68% of which is mountains. Natural hot springs, gorgeous lakes and rivers, unique flora and fauna, mountain ranges with well-known Mount Fuji (3 776 m from s.l.). create recreation resources which attracting travelers. Only 13.3% of Japan’s land are cultivated for farming, which means that Japan is one of the largest importing countries of agriculture products in the world. The climate varies from icy Hokkaido in the north to the small subtropical islands of the south, the main zones are: subarctic, temperate and subtropical. Weather changes with the four seasons. Japan is home around 4000-6000 native species of plants. Sakura and Matsu are symbolic meaning of them. Some kinds of flowers and leaves are used in Japanese food, medicine, paper, tools, flower arranging, weaving, painting and ets. Japanese people generally feel close very close to the natural environment.

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Picture 1 - Map of Japan

Population Japan with 126.64 million population is one of the most density populated country and ranks in 9th in the world. Most of people live on the heavily developed east coast or in the southern region. 26% of them lives in Tokyo, followed by Osaka and Nagoya. (please see tbl #6 page 8). Religious of Japan is Shinto and Buddhism. Government Japan has a democratic system of government founded on the Constitution of Japan – sometimes called peace constitution. . The national legislature is called the Diet. The diet has two houses: the House of Representatives and House of Councilors. Most national lows must be passed by both houses. The prime Minister is elected by the Diet. Manufacturing Much economic strength is based on its manufacturing. Japan is just famous for the strength of its electrical equipment and electronics industries. Cars are best-known products, which are exported and driven all over the world. Japan is also world leader in telecommunications. Many of Japanese companies abroad have become part of their local communities, hiring employees and cooperate with local businesses. In 1997 Japanese companies had 2.83 mill employers in their oversees branches. In the past, tourists from abroad had a strong image of Japan as a country manufacturing products and typically visited only Kyotta, Tokyo, Nikko, Hakone. However there are many places where tourists can enjoy nature, history, and culture of Japan, experience its unique atmosphere, and get to meet the local people. Our study program mostly was concerned on Chugoku and Shikoku regions, that covers western site of the Honshu Island and the whole Shikoku island in south western Japan and of course Seto island sea dotted with thousand islands of all sizes and shapes and created beauty landscapes.

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Miajima - is one of the islands in Seto Inland Sea located in the south west of Hiroshima Prefecture and in 20 from Hiroshima city. It worth to be mentioned that Miajima is located in the biggest National park of Japan named Seto Inland Sea National Park. The best period of visiting the island is autumn with picturesque colored nature and comfortable climate. The temperatures during spring varies between 7.7 C to 17.8 C, in summer it reaches up 26.9C. In Autumn – 11.4C and in winter - 6.5 C. Miajima is one of Japan’s three most beautiful sights. It used to be called Itsukushima-cho till 1950 symbolizes the Island of god and Palace Shrine. Population is 2 220 people (as for 2000). The island is sightseeing spot visiting by more than 2.8 million people annually from Japan and abroad. The closest sites and attractions that are located outside of Miajima Island are located in Hiroshima City. Among them the most popular historical and natural sights are:

Peace Memorial Park/A-bomb Dome

Shukkein Garden

Hiroshima muzeum of Art

Hiroshima Castle

Picture 2 - Miyajima

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B. Statistical Analysis of Japanese Tourism Market 1. Overseas Travel Market International Tourism and especially mass tourism became active from the 60-70 years 20th century. According to number of overseas travelers Japan ranks 10th in the world and is considered as a Tourism Generator Country* like as USA, UK, Germany, and Poland.

Figure 1 Number of Travelers by country (as of 1998)

69.2

56.3

50.8

49.3

43.6

25.6

19.3

18.1

17.6

15.8

13.5

12.3

0 10 20 30 40 50 60 70 80

Germany

USA

UK

Poland

Czech Repubic

Malaysia

Italy

France

Canada

Japan

Holland

Hungary

The number of outbound travelers from Japan in 2000 was 17.80 million pax, which exceed the record 16.8 million set in 1997. Japanese people are always desirable customers for tour operator companies and travel agencies. The most frequent destinations for them are Korea, China, Mainland, USA, Hong Kong, Thailand. Expanded airline rout and increased number of flights cause the main factors of the positive growth of Japanese travelers towards mentioned above countries. Approximately half of the national population has been overseas at least once (only for tourism). Figure 2 Destinations of Japanese overseas travelers (Top ten countries, as of 2000)

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To analyze the Japanese overseas travel market, the largest segment is middle aged men, followed by married men and middle aged women taking trips most of all for tourism purposes. The majority of travelers spend five to seven through package tours 50.8% participate in package tour, and 34% arrange their own travel.

Figure 3 The number of overseas travelers and foreign visitors of Japan (in thousand people)

39094659

8427

11791

1669517819

11132110 2355

3582 38374757

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

1980 1984 1988 1992 1996 2000

overseas travelers Foreign visitors

The most popular activities at destinations are viewing natural and scenic attractions and shopping followed by historic and cultural attractions, gourmet sampling and others. Nearly

40

24

52

58

57

00

81

18

45

88

6

14

68

23

87

50

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0 1000 2000 3000 4000 5000 6000

UK

Italy

Singapure

Austra;ia

Hong Kong

Taiwan

Tailand

China

South Korea

USA

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half of overseas travelers visit travel agencies; Internet usage is around 3%. The total overseas travel expenditure per trip per person in 2000 was 309,000 yen. The elderly women are the biggest spenders with 397,000 yen followed by elderly men with 341,000 yen. Analyzing expenditures by destinations for travelers participating in package tours, the total expenditure was least for trips to East Asia at 182,000 yen. The most expensive destinations were Central and South America with 523,000 yen. Factors hindering overseas travel are:

Language concerns;

Security concerns;

Fear of flight;

Dislike of foreign food. 2. Inbound Tourism The situation of inbound tourism is different from outbound tourism. The number of visitors is 4.75 million and inbound travelers expenditures is US$ 3.7 billion. (#27 in the world). Natural environment, hospitality people, cultural & historical resources of the islands of Japan attracts travelers. But there is not desirable number of foreign tourists in country. The major companies and affiliated groups involved in tourism work together on fulfilling the tourism industry’s major social responsibility of contributing to the economic development and standard living of Japan, during the Tourism Industry Promotion Forum held in May 2000 they created New Welcome Plan 21, which considers following:

To double visitor arrivals to Japan to eight million in 2007.

Active collaboration between government and private sector on the following main items: 1. Public consensus on promoting visits to Japan by foreign travelers; 2. Reinforcement of National and Regional policy to promote inbound travel; 3. Reinforcement of structures in the private tourism sector to promote inbound travel;

Figure 4 Breakdown of foreign visitors to Japan (top ten countries as of 2000)

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C. Tourism Statistics of Miajima Miajima became Depopulation Island year by year. The younger population finishing their school prefers to stay and live in Hiroshima for a job, then waste time and cost in transport and commuting.

Figure 5 Miajima Town population 1994 - 2000

Year Total # Men Women

2000 2 220

1998 2420 1088 1332

1996 2550 1164 1386

1994 2681 1228 1453

Miajima became Depopulation Island year by year. Figure 6 - Miajima population

0

500

1000

1500

2000

2500

3000

1994 1996 1998 2000

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Figure 7 Number of employees according to industry (national survey)

Primary industries

Secondary industries

Tertiary industries

Other

Year

To

tal

Agr

icult

ure

Fo

rest

s

Fis

her

ies

Co

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eal

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airs

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s,

wat

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ork

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us

1995 1470 11 50 66 264 500 29 77 542 73 3 2

1990 1626 14 2 34 65 231 561 24 91 569 81 3

1985 1760 13 2 40 87 175 577 32 98 584 88 8

1980 1897 23 2 43 65 117 647 38 119 554 93 13 2

Figure 8 Number of commercial business related to tourism (study by chamber of commerce)

Year

Reta

il

pro

du

cts

Wh

ole

sale

pro

du

cts

Man

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of

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Mo

mij

i

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ju

Inn

s

Co

ffees,

tea

sho

ps

To

tal

2000 56 15 18 17 19 34 159

1997 60 18 18 17 19 33 165

1994 61 21 21 16 19 33 171

1991 62 19 27 15 19 32 174

Mentioned above statistic shows that service industry is the largest provider of employment on the island. The declined of working population is evident in all sectors of economy on the island.

Figure 9 Number of Tourist Arrivals and Expenditures in Miajima in 2000 (person/thousand )

Category Total number of tourists Expenditures

number of arrivals local tourists total Transportation

Accommodation

Others

Miajima Town 2411.1 11.615 2.422.6 651.5 4365.9 2693.2

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Figure 10 Number of Tourists Arrivals by departing place Person/thousand

Tourist out of Hiroshima Prefecture total

To

uri

sts

fro

m

Hir

osh

ima

Pre

fectu

re

San

yo D

istr

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San

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Dis

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Dis

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Dis

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okkai

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Dis

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Co

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Sub

tota

l

Total / 2000

434 200 58 111 304 422 246 506 65 17 48 1.977.1 2.411.1

Total / 1998

483 406 339 472 277 563 77 2.668.8

Figure 11 The number of Visitors arrivals by month in Miajima

Month 1990 1995 1997 1998 1999 2000 2001

January 270 414 297 912 306 285 275 818 256914 245 474 243 460

February 124 672 128 105 152 050 134 981 119 023 145 710 125 641

March 207 018 177 437 240 919 205 301 168 466 164 901 151 581

April 237 103 221 049 267 735 225 838 206 476 217 255 213 206

May 319 726 313 801 311 934 275 771 286 896 267 406 236 450

June 181 011 184 532 203 249 158 366 166 633 148 362

July 176 734 177 186 182 915 159 312 155 131 150 655

August 332 942 322 061 327 006 293 607 266 104 243 856

September 186 937 210 065 216 515 184 5 95 166 002 146 015

October 305 995 311 603 326 309 252 826 246 207 223 681

November 382 386 405 812 435 222 372 721 312 581 352 904

December 128 958 143 814 148 926 142 176 124 824 129 829

Total Visitors 2 853 896 289 3377 3 119 065 5 324 312 2 475 257 2 436 048 970 338

Figure 12 The number of overnights by month in Miajiam town

Month 1990 1995 1997 1998 1999 2000 2001

Total Visitors 2 853 896 289 3377 3 119 065 5 324 312 2 475 257 2 436 048 970 338

Overnights 518 996 440 337 467 118 401 721 334 841 334 841

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The total visitors to Miajiam as of 2001 was 2 436 048. The large number of them arrives from Kanto, Hiroshima and Kinki districts. Visiting shrine and Temples and enjoying nature are still main purpose of visit. However festivals and Events plays a significant role.

Figure 13 Numbers of Tourist Arrivals by Purpose of visit person/thousand

Yea

r

Cit

y to

ur

Indust

rial

tour

Nat

ure

Exp

lora

tio

n

Ho

t sp

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Clim

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Cam

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g

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Sea

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Sig

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To

tal

2000 - 28.9 570.1 - 223.7 - 6000 243.8 974.7 400 363.3 - 2411.1

1998 598,6 252.6 10450 293.6 993.8 546.8 2668.8

Figure 15 The number of Visitors to pay Tourist Fasilities by month 2000 Month Itskurushima

Shrine Treasure Hall

Senjokaky Temple

Miyajima Repeway

Miajima Aquarium

History & Folk Mus

Mori-no-Yado

Tsutsumigaura

Total

January 222.268 6926 8546 19 664 25 935 1435 1 728 1 551 228 053

February 76 386 5914 6 060 10 356 12 550 1141 1 482 1 282 115 171

March 145 418 13 581 12 445 21369 28 933 2456 2 304 3 471 229 977

April 160 703 9544 10 717 19 557 38 854 2671 2 874 10 980 255 030

May 196 847 14 498 12 300 22 711 55 125 4 270 3 222 9 457 318 430

June 127 552 8 048 6 213 10 536 34 720 2 313 2 222 3 902 195 506

July 95 054 8 593 7 518 11 722 18 720 1 298 1 756 13 032 157 753

August 171 784 18 742 14 189 27 567 25 635 2 742 3 374 32 267 323 300

September 136 911 9 795 9 041 14 325 17 570 1 314 2 201 6 334 197 491

October 223 046 14 088 13 298 29 730 29 141 2 817 3 415 4 971 320 416

November 276 742 17 100 19 538 51 582 40 348 3 457 3150 5408 417 325

December 68 110 5 451 5 982 10 681 663 747 1720 1099 94 430

Total Visitors

1 900 821 132 280 125 767 149 800 355 254 26 638 29 468 93 754 2 913 782

Figure 16 Number of Tourists Arrivals by Type of Tour person/thousand

Cat

ego

ry

Individual, group, school trips

A day trip, staying at night

Individual tourists

Group tourists

School trips Total A day trips Staying nights

Total

Total 1.692.8 525.2 193.1 2.411.1 2076.2 334.8 2.411.1

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Unfortunately there is no specific Strategic Development Plan except 10-year New Comprehensive plan for Miajima -cho (1993-2003), which considers following items Promotion of tourism

Promotion of commercial business

Promotion of industry, agriculture and fisheries

Stabilization of employment and securing of human talent This 10-year plan does’ not have any incentive to attract potential investors to invest in Miajima Island. There is no total set budget for the marketing and public relations for the tourism activities.

Tourism Law in Japan

A. Tourism Basic Law

Japan’s tourism policy is principally implemented under the Tourism Basic Law. The Tourism Basic Law was enacted approximately 35 years ago in 1963. The importance and role of this law set out in the preamble; “Tourism symbolizes international peace and stability of the life of the Japanese people. Its development is the cherished ideal of the people who desire to promote permanent peace and mutual understanding among international communities to enjoy wholesome and cultural lives.” “Tourism contributes not only toward the furtherance of international friendship, but also toward the development of the national economy and the stabilization and enhancement of the life of the people through the improvement of the international balance of payments, alleviation of the intensity of the peoples lives and so forth.” The idea of improving the balance of payments through international tourism was raised at the time due to the extremely urgent need to correct Japans trade deficit. The Tourism Basic Law consists of 5 sections and 23 articles. Section 1 covers general provisions: Article 1 (tourism related policy objectives); Article 2 (national policy); Article 3 (measures of local public entities); Article 4 (legislative measures); Article 5 (annual reports). The annual tourism report is prepared on the basis of Article 5. Section 2 covers policy on the promotion of international tourism and contains the following provisions:

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Article 6 (promotion of the inflow of overseas travellers); Article 7 (improvement in services for overseas travellers); Article 8 (comprehensive development of international tourism routes and international tourism areas). All of the provisions in this section pertain to attracting overseas travellers to Japan (inbound policy), but there is no reference to overseas travel by Japanese travellers (outbound policy), its absence due to the unforeseeable increase in overseas travellers at the time. Section 3 covers policy on the establishment of tourism-related facilities and the protection of tourists and contains the following provisions: Article 9 (to ensure the safety of tourists); Article 10 (promotion of travel convenience); Article 11 (facilitation of travel by the general public and in particular family travel); Article 12 (relief of excessive concentration of tourists); Article 13 (development of tourism in underdeveloped areas); Article 14 (protection, cultivation and development of tourism resources); Article 15 (to maintain the beauty of tourist resorts). At the time of the enactment of legislation, the regulations were based on the premise of domestic travel, but recently together with Article 1, the regulations are to be read as applying to economic cooperation in the field of tourism and the promotion of overseas travel by Japanese tourists. Section 4 covers policy pertaining to tourism-related organizations and administrative organizations and contains the following provisions: Article 16 (establishment of organizations relating to tourism administration and the improvement of management); Article 17 (establishment of tourism-related organizations). Section 5 covers the necessary provisions relating to the Council for Tourism Policy: Article 18 (establishment); Article 19 (authority); Article 20 (organization); Article 21 (requests for provisional materials); Article 22 (general affairs); Article 23 (mandate provisions). Every year the council presents its recommendations on policies proposed by the government (Article 5). The council responds to inquiries made by the Prime Minister and ministers concerned, and hold deliberations over important matters related to the implementation of the Tourism Basic Law (Article 19). This is the main power invested in the council. The Tourism Basic Law reflects the economic and social conditions of Japanese society at the time of its enactment. Provisions on the promotion of overseas travel in regard to outbound travel, economic cooperation in the tourism field and measures to counter the trade surplus are by no means sufficient. However, together with fulfilling an important constitutional law in

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the tourism field, this law is a manifestation of the direction that tourism should take and the objectives of policies for tourism.

B. Tourism Related Law and Regulations There is wide variety of laws and regulations related to tourism in Japan. They can be divided into ten categories. These ten categories outline the laws and regulations that affect tourism. 1 – laws related to organizations involved in tourism There are Japan National Tourist Organization Law and Tourism Basic Law in the first category. Tourism Basic Law establishes and defines the conditions for the operation of the Council for Tourism Policy. 2 – laws regarding tourism development and promotion In Japan almost all regional development laws deem tourism development and promotion one of the most important factors of regional development. Law for Development of Comprehensive Resort Areas aims to support the development of tourism. Furthermore, in June 1997, the Law for Promotion of Attracting Overseas Travelers was enacted. 3 – laws covering tourism-related business activities. In this category, there are many laws that cover tourism-related activities of industries. Among these, the Travel Agency Law , the Guide –Interpreter Business Law and the Law for the Improvement of International Tourist Hotel Facilities. 4 - laws designed to facilitate tourism-related business. In forth category are laws such as the Law for Aids to the International Tourist Industry which aims to promote overseas travel to Japan, the Law for Improvement of the International Tourist (foreign visitor in Japan) Hotel Facilities and the Law for Mortgage on Tourist Facilities Property. 5 – laws for the protection of tourism resources. In firth category are laws as the Natural Parks Law, the Nature Conservation Law, the Law for Protection of Cultural Properties, the Special Measures Law for Preservation of Historical Climate in Ancient Capitals and the Hot Springs Law. 6 – laws regarding travel safety and sanitation of tourism-related facilities. In sixth category are laws concerned with travel safety and sanitation. The Ryokan Business Law lays down concrete measures for safety and sanitation for travelers and visitors. 7 – laws governing special events and meetings.

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In the seventh category, laws include those for promoting tourism events or activities; the Law for Promotion of Tourism and Specific Regional Industries through Traditional Festivals and Events, the International Convention Promotion Law and other related laws created in recent years. 8 – laws dealing with emigration/immigration controls. In the eighth category are laws and regulations that deal with Customs, Immigration and Quarantine controls. These deal not only with people, but also duties on goods purchased abroad. 9 – laws related to measures to attract foreign investments. In the ninth category are laws pertain to foreign investment. In Japan, where restrictions on unskilled foreign labor are quite strict, there are no special considerations for the promotion of foreign investment in he field of tourism, but the rules on foreign remittances are fairly lenient. 10 – laws governing holidays and vacations. In the tenth category are laws and regulations on holidays and vacations such as laws governing the annual hours of labor, the five-day work week and national holidays are included. Currently, there is a movement among trade unions, tourism-related organizations and industries to revise the laws on national holidays so that the holidays fall on Mondays and thus create a three-day week-end. Japans International Tourism Policy Ten Million Program In 1987, the Ministry of Transport announced its “Ten Million Program” aimed at “increasing the number of Japanese overseas travelers from 5.52 million in 1962 to 10 million in 1991.” That target was reached one year before schedule in 1990. In 1991, in an effort to increase the flow of both inbound and outbound travel and improve the quality of travel of Japanese overseas travelers, they announced the “Two Way Tourism 21” policy. The Ten Million Program emphasized the enforcement of cooperation and the promotion of economic cooperation, air traffic routes and Japanese overseas travel. Overseas Travel Promotion Missions Since 1986, the Ministry of Transport has been dispatching overseas tourism promotion missions headed by a vice-minister in the Ministry of Transport acting as group leader, and board members from travel and tourism industry. So far, these tourism promotion missions have been dispatched to 17 countries. Bilateral Tourism Conference

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In order to promote international understanding, Japan has been involved in regular intra-governmental tourism talks with a number of countries in the hopes of encouraging bilateral tourist traffic. Welcome Plan 21 (Doubling Visitor Arrivals) Japanese overseas travelers are increasing annually, whereas foreign visitors arrivals are declining and hovering around the vicinity of 3.5 million. In an effort to improve this low arrival situation, the ministry of Transport announced the “Welcome Plan 21” in April 1996 designed to attract overseas travelers to Japan and its various regions in particular and in effect double their number in approximately ten years. This comprehensive program embodied such measures as designating “International Tourism Theme Districts” in regions all over Japan that reflect a specific aspect of Japanese history, culture, nature, industry, folk art and tradition, the creation of “Theme Routes” to be set up as the nucleus of the Theme Districts and “Welcome Cards” that entitle discounts on accommodation, travel and meals. In this connection, the Law for the Promotion of Attracting Overseas Travelers was enacted in June 1997.

At first, Japan’s international tourism policy was based solely on “inbound” tourism and then

evolved into a broader policy including “outbound” tourism coinciding with the large increase

in Japanese overseas travelers spurred by high economic growth. In the process, this has come

to include economic cooperation in the tourism field. However, at present “inbound” tourism

policy is in the spotlight again.

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CHAPTER II: Tourism Development in Miyajima

The land use concept in Miyajima is strictly in accordance with the law of National Parks Preservation Act and various other laws and regulation governing development and investments in the island. As a result almost 90% of the island is preserved as natural resources and only 10% of the land is developed for local purposes and tourism establishments. Hence tourism development is limited and stagnant. The study reveals that Miyajima has been able to attract significant number of tourist arrivals over the past years due to its fascinating natural features and the historical shrines and architectural monuments. Spring and autumn is considered as the high season because of the colorful changes in the landscapes. In autumn the landscapes changes from green to golden yellow, red and brown. And spring is experienced with beautiful cherry blossoms and other colorful flowers. The average daily arrival to Miyajima Island is about as 6800 tourists. A high concentration of domestic tourism exists in the island and about 70% - 80% comes through local travel agents or tour operators Taiwan and Korea is the biggest foreign tourist generators. Nothing much has been done to market and promote the islands tourism abroad, hence the inbound tourism is very low. Since 1998, the arrival figures depict a decline in tourist arrivals in its dynamic tourism industry. A possible reason for this could be that there is no Tourism Master Plan or Marketing Strategy formulated to enhance and guide the market situation, product situation, and competitive situation of tourism development in Miyajima. The problem of decline in tourists is of primary concern and it is thoroughly evaluated in the data analysis of this report.

Tourism Development Authority and Other Organizations The Tourism Office in Miyajima Central Town Office consists of 6 staff with Tourism Planning Division under the direct supervision of Town Mayor.

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Its Organization chart is shown in the appendices. The island also has a Tourism Association comprising of public and private sector members to organize tourism related development programs. This Association has commenced to undertake on a four-month research survey in Miyajima, Peace Park and Yuda Hotspring in order to study the tourist movements, preferences and tastes. The objective of this survey is to introduce a marketing plan for the island. The other related organizations involved in tourism development of Miyajima are: 1.Chamber of Commerce and Industry 2. Space Ship of the Earth – Environment Organization 3. Store keepers Association 4. Restaurants and Pubs Association 5. Arts and Crafts Cooperative Association 6. Confectionery Cooperative Association A. History, Culture and Tradition Miyajima is known as a sacred shrine island. In the olden days Miyjima is also called Itsukushima, which is named after a Shinto god Ichikishima-Hime-no-Mikoto. With the presence of a goddess in the island, the existence of a structure for devotion was needed and the history of the first worship structure dates back to 811 AD. Tairo –no-Kiyomori, one of Japan’s strong men of the 12th century was the man who was responsible for building the shrine in 1148 and to put the island on the map. The history reveals that Kiyomori, who descended from Western Japan was outclassed by the polished Kyoto nobility. The shrine whish exists today is the hard labor work by him for ten years. Kiyomori built the shrine on stilts over the water, in order to avoid offending the goddess. This popular and unique construction gives the shrine an impressive floating effect at high tide.

TOURISM OFFICE PLANNING DIVISION

TOWN MAYOR

CENTRAL TOWN OFFICE

(MIYAJIMA)

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After Kyomori built the impressive structure, until the middle of 13th century only wild animals, birds, and the goddesses utilized the islands valuable real estate. During that time the people who eventually inhabited the sacred island were under severe restrictions. Shinto being a religion of purity, anything considered unclean was prohibited. They were forbidden to till the ground for cremation or to give birth on their island. Until about 100 years ago, Miyajima women went to Honshu to bear their children and remained there for from 50 – 100 years for purification prior to their return. And even the priests travelled daily by boat to make offerings on the island. However, this changed over the years as worship became more personalized. 1. Special Tourist Attractions in Miyajima

As a tourist destination, Miyajima being a National Park and part of the island designated as

UNESCO world heritage site offers many historical, cultural, traditional events and natural

attractions to the tourists. The tourist activities in the island run through out the year depending

on the seasons.

Itsukushima Shrine – Shinto temple first built in later half of 6th century, it was remodeled into the present splendid structure.

O-Torri - built on the seawall of the island symbolizes the entrance to the shrine and is one of the largest and most beautiful in Japan, which is a magnificent architectural display in Miyajima. The Torri base is not imbedded in the sand but merely rests on the sea floor by its own vast weight. It is designated as an important cultural property

Senjokaku and Five Storey Pagoda - is colorful, fascinating vermilion in red and is known to combine the beauty of Japanese and Chinese architectural styles

Daishoin Temple – a distinguished Buddhist shrine

Bugaku - is considered as a preserved sacred musical dance used with flute and drum, which was introduced by Kiyomori. This is one of the few places outside Imperial Palace where Bugaku is presented in its authentic form. This musical dance is influence from the cultures of China, Korea and India.

Kangensai - is a famous musical festival held annually on a midsummer night under a full moon which is attended by fishing boats

Tamatorisai – is a high-spirited masculine festival that takes place in sea, in front of Itsukushima shrine.

Firworks Display – A brilliant display of fireworks on the sea on every 14th August, in front of Itsukushima shrine.

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Miyajima Oyster Festival – Miyajima’s delicacy served free for all on every 11th February

Momijidani Park – displays a splendid colorful view during autumn and spring

Tsutsumiguara Recreation Park – offers camping ground, beach houses, recreational sports for out door activities

Mt.Misen by Ropeway – The highest mountain in Miyajima, 530 meters above sea level. Gives an astonishingly beautiful view of the surrounding islands.

Miyajima Tradtional Industrial Hall – is a museum displaying traditional arts and crafts items.

Although Miyajima offers many of the above tourist

activities it could still introduce more leisure activities

to attract overnight visitors with a blend to develop a

tourism product that goes in harmony with the

environment of the island.

2. Special Products of Miyajima

Miyajima is popular for its unique woodcrafts products and its traditional arts and crafts. The natural beauty of wood is considered as one of the beautiful art-crafts that represent Miyajima and the history of artisans and craftsmanship, which dates back to 300 years ago. The image of Miyajima’s tourism also could be promoted for its unique style in woodcrafts, which is not found elsewhere in the country.

Shamoji - the wooden rice scoop is one of the most popular souvenirs of the island. It is also used for decoration and as a symbol of good luck.

Tunery works – it is also a very popular wooden product which includes trays, confectionery bowels, tea utensils etc.

Miyajima woodcarving – it features a delicate and elaborate carving technique, which dates back to the Edo Period.

Miyajima-yaki pottery – these are ornamental souvenirs made out of sand and clay.

Momiji Manju – is a popular maple leaf shaped confectionery like a soft sponge cake. B. Natural Environment and Eco-System Environment is one of the major key issues for the sustainable development of the tourism industry and Miyajima is considered as an example in the diversification of waste management

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systems. The island’s Environment Control Centre applies several sewage and solid waste disposal methods. Some of them are recycling of resources, refuse incineration, noncombustible refuse treatment facilities, treatment of bulky refuse, Sludge treatment, bottle storage etc. Miyajima has varied richness in its eco-system. Part of the island is surrounded by 570 meters long beach line. It is an attraction for the water lovers. However, it is found that part of the beach is entrenched by fences and trash washing ashore on to the islands coastline, wastage on oyster farming, pollution in Seto inland sea has deteriorated its condition and shows an unhealthy scene on the beaches. The lush green forest and flora consists of a major part of its land area with wide varieties of vegetation, which attracts nature-seeking tourists from around the world. The floral vegetation includes trees, shrubs, pines etc. Woodcraft is popular in the island however most part of the islands forest is preserved and protected so that people can not use it for developing wood craft work. In addition to its forest and flora it also has important and attractive fauna for the tourists. It consists of deers, monkeys, eagles, various species of birds and underwater species. Hence Miyajima could also be developed and promoted as an eco-tourism destination. Based on our survey and interviews with Miyajima officials it is found that the biological system of the deers are being disturbed due to feeding of food by tourists. Such acts results in snatching of food, paper or attacking tourists. Hence, precaution or emphasis should me made on to enforce regulation on tourists not to feed the animals, in order that it harms none. Scenic sites, amenable climates and beautiful landscape features are an attractive ingredient in tourism development. Sustainable tourism should go in harmony with preservation of the environmental resources. Today’s tourists are becoming more environment conscious in their life style with enhanced knowledge on the importance of environment. C. Accessibility and Infrastructure Development

The island is reached by ferry-boat (10-12 minutes) from the pier, which is a few minutes walk

from JR’s Miyajima-guchi station (about 30 min, by train from Hiroshima). Visits to Miyajima

are also possible from downtown Hiroshima or from Nishi-Hiroshima station of the Hiroden

(Hiroshima Electric Railway Co.) or by car (30 minutes) from Hiroshima city. After taking a ferry to the island its tourist sites and attractions are easily accessible from the port, hotels and, ryokans by the well connected paved roads and narrow pathways. Ropeway facility to Mount Misen is also available for those tourists who want to have a breathtaking view of the landscapes. Most of the island’s sites and attractions are less than 1 km away from the ferry port. Tourists can see the island by hiring a bicycle at the ferry terminal, hiring a taxi or by walk. Domestic tourists are allowed to bring their cars to move around on the island. The island provides 24 hour Electricity and Water facilities. Although the island is equipped with modern telecommunication facilities, it is found out that there are no Internet facilities available for the tourists and the international telephones are also not available in the tourist establishments.

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The tourist establishments in Miyajima consist of 21 Japanese style inns and hotels, which have few western style rooms in it. And there is an average of 3000 beds available per night. There are also about 33 restaurants in the island most of which cater Japanese food. Hence if the local authorities are to encourage more foreign tourists to the island additional infrastructure and service like discotheques, internet cafes, extension of beach areas, recreation activities, water sports activities etc should be offered given the importance to carrying capacity of the island. D. Human Resources Development Human Resources development of the island has been badly affected by the declining trend in the younger generation. After completing higher studies in the neighboring city of Hiroshima the youth prefers to settle down and be employed in the city due to land development problems and commutation costs in the island. Due to the nature of small island economy there is limited employment opportunities available in the island. However, stabilization of employment and securing human talent by means of vitalization of the tourism industry as its center could expand the employment opportunities in town. For example small-scale businesses like souvenir shopping, handicrafts and other tourism related activities could be expanded and promoted more. At the same time importance also should be given to provide a better and pleasant environment in the working and housing areas so as to encourage people find permanent residency in the island. With regard to encourage more student into the popular woodworks and craftsmanship works in the island, Arts and Crafts Association are making plans to conduct traditional art and craft courses for the students. And to aim for future growth and promotion of traditional handicrafts in the island, Miyajima Traditional Industrial Hall conducts exhibitions and offers practice and apprenticeship training. From our survey it is found that the foreign tourists are faced communication difficulties with the locals. Tourism Association conducts English language training programs and training on public relations from time to time. However, to make it more effective a continuous and systematic program should be followed if the target is to increase the number of foreign arrivals in order to facilitate easy communication with them. E. Social Aspects One of the major social issues in Miyajima is the existence of larger share of elderly people especially women. The large out migration of the young generation from the island is due to better education, health facilities and varied employment opportunities and social life activities available in the nearby urban areas. This results in the decrease of number of youths and rising number of vacated houses in the island. As a measure to overcome this problem, Tourism Association is working on to utilize these unoccupied houses on commercial purposes for social benefits.

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The out migration is the result of seasonal employment characteristics in the tourism industry. And daily commutation to and from the island by ferry services may not be cost effective hence a significant population of its people prefers to live in the neighboring urban areas. However, from a natural aspect, the increased population in such a small island may raise issues on hindering the preserved and fragile environment. Consequently the decrease in its younger inhabitants and prevalence of elder generation is considered not viable to the small island economy. F. Economic Aspects Miyajima is a small island economy consisting of 2,248 in its population with 948 households. According to the 1995 national survey the economic industries in Miyajima consists of:

Primary Industry comprising of 4.1% consists of – agriculture, forests, fisheries

Secondary Industry comprising of 12.5% consists of – mining, construction, and manufacturing.

Tertiary Industry comprising of 83.3% consists of – wholesales and retails sales, finance, insurance, real estate, transport, communications, electricity, gas, waterworks, service industry, and government affairs.

Tourism as a service and hospitality industry is the major income generating industry and the largest provider of employment in the island. There are also several tourism-related businesses such as souvenir shop, manufacture of art and craft products, manufactures of sculpted and painted products, confectionery producers, oyster culturing, pearl culturing, seaweed culturing which the local population is engaged in. According to a statistical survey conducted in 1996, 73 enterprise units in the island are engaged in providing tourism services and 80% of the locals are engaged in tourism related occupations. Tourism Supply and Demand: Miyajima island consists of 21 Japanese style inns, which could occupy a bed capacity of an average 3000 per night. Few of these accommodation establishments have western style rooms and offers parking facilities but none of these inns provide restaurant services. However, there are also some fully equipped campsite cabin houses in Tsutsumigaura Recreation Park. These cabin houses are offered with barbecue, cooking facilities, rest rooms and with an administrative center. The room rate ranges from 7000 – 50000 yen per night and the rates does not change although tourism in Miyajima is seasonal. Further development of accommodation is difficult due to strict laws and preservation of natural resources. Hence, in order to attract more tourists even during low season and to maintain significant occupancy level in the existing establishments, accommodation rates could be lowered for better economic benefits. Revenue and Expenditure: The number of overnight visitors is limited since there is the limitation in the availability of accommodation units. The souvenir shops and the restaurants in the island are closed in the early afternoon hours of the day, which tends to make the departure movements of the tourists in spite of the last ferry service being at 10 p.m. This is

25

also resulted with nil nightlife activities in the island for the tourists. The annual tourism revenue for 2000 has been two billion yens out of which 350 million yen is collected as residence tax. According to the latest tourist survey conducted in 2001, 76% of the tourists spend 2000 yens as daily average expenditure, which is very low. Hence, in order to extend the economic benefits from tourism and to resolve the negative impacts of tourism development in Miyajima, it is important to implement a tourism marketing strategy for the sustainable growth and development of the industry.

LAW A. RELATED LAWS AND REGULATION WITH MIYAJIMA ISLAND

Miyajima Island is considered by UNESCO AS A WORLD HERITAGE SITE, and also is

officially designated as one of the THREE MOST SCENIC PLACES OF JAPAN. The whole island has been designated as a special area , by the Natural Park Law , in 1952 the entire Itsukushima Island was designed as a special historical spot and site of scenic beauty and in 1954 has been designated as Cultural Property and scenic zone site by the City Planning Law , Misen Primaveral Forest in particular, has been designated as a special protection area and a precious natural area.

The cultural assets are heavily protected under the Cultural Asset Protection Law as

Itsukushima Shire, Gojuno-to (five –storied pagoda), Senjo –Kaku (pavilion of a tousand mats)

and also the preservation of traditional public entertainment As mentioned previously , Miyajima Island is strictily protected by the Tourisms Laws and Regulations in Japan as the following

Natural Park Law

Law for the Protection of Cultural Properties

Cultural Asset Protection Law

City Planning Law

Law of Protection of birds ,animal and hunting

Forest Law

Erosion Control Law

Protection of tourist (safety of tourist in traveling)

Others B. PLACES IN MIYAJIMA PROTECTED BY THE LAW AND REGULATION Name Classification Laws and Regulation

-Seto Island Sea Nat.Park National Park Natural Park Law -Miyajima Special protection area Natural Park Law

26

-Virgin Forest of Misen Natural Monument Protection of Cultural Asset Law - Itsukushima Shrine Scenic Zone Cultural Asset Protection Law - Gojuno-to ( Five-storied pagoda) Cultural Asset Protection Law (continued) Name Classification Laws and Regulation

-Senjo –Kaku (pavilion of a thousand mats) Cutlural Asset Protection Law -Miyajima City Planning Law -Itsukushima Scenic zone Pref.Ordinance :Regulation of the construction … in the scenic area - Miyajima Park Scenic Park City Park Law Animals & Birds Law on protection of birds animals Protection zone and hunting Others

- C. NATURAL PARK LAWS The purpose of this Law shall aim the protection of the places of scenic beauty and also to promote at the contribution of health, recreation and culture of the people . Art.2 ……(2) National Parks shall mean the places of greatest natural scenic beauty ( including natural scenic beauty of sea areas ) worthy of the names of the models scenics of our country , designated by the Director General of the environment Agency …. The National Parks shall be designated by the Director General of the Environment Agency.

This areas designated as National Park for the purpose of preserving scenic beauty of the

National Park have a lot of regulation to protect and preserve the areas .

Ej: Protection an Utilization the work coming under any of the following items shall not be

carried out without permission as:

- .Acts works causing the increase or decrease of the water

level or quantity of water of rivers, lakes .etc.

- Cleaning of land or other changing of the feature or land .

- One , who intends to plant threes and bamboos

- Etc.

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Special Protection Area For the preservation of the spectacular sights of the National Park

some works shall not be carried out without permission as:

- -Riding a horse or driving a car into the area other than road o

plaza.

- Setting fire or making fire

- Accumulation of storage of things in the open

Etc.

D. LAW FOR THE PROTECCTION OF CULTURAL PROPERTIES

The purpose of these Law is to preserve and utilize cultural properties and the culture of

Japanese people may be furthered and a contribution be made to the evolution of world culture.

Art.2 … “Cultural Properties “in this law shall be the following:

…4)…sites of palaces, sites of forts or castle , monumental dwelling houses , and other sites ,

which posses a high historical and/or scientific value in and for this country : gardens , bridges

.gorges, sea-shores, mountain , and other places of scenic beauty , which posses a high value

from the point of view of art or visual appreciation in and for this country…

…5) Groups of historic buildings of high value which form a certain antique beauty in

combination with their environs…

Art 69. ..”Historic sites , Places of Scenic Beauty and/or Natural Monuments”

The Minister of Education may designate important items of monuments as “historic sites ,

places of scenic beauty or natural monuments …

Art 78. Execution of Restoration, etc of Special Historic Site, Place of Scenic Beauty and /or a

Natural Monument by the commissioner of the Agency for Cultural Affairs

The Commissioner of the Agency for Cultural Affaires may himself execute the restoration of

the especial historic site, place of scenic beauty and or natural monument, or take preventive

measures against its destruction, damage, decay …..

Preservation district for Groups of Historic Buildings

Art.83-3 “Determination and Protection of Preservation Districts for Groups of Historic

Buildings”

…2. The Municipalities may in the district other than the city planning areas , establish the

preservation district for groups of historic buildings in accordance with their own regulation …

Classification of important preservation District for Group of Historic Buildings

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Art. 83-4 The Minister of Education may, according to the application filed by municipalities,

classify whole or part of the preservation district for groups of historic buildings which possess

and especially high value in ad for this country as important preservation districts for groups of

historic buildings.

Since the establishment of the legal regulation many points must to be taken into consideration

in Miyajima:

Example:

The following points must be taken into consideration so as not to disrupt the surrounding

natural environment and cultural scenery when services are carried out:

Basic items to carry out services

1) To harmonize with the environment as scenic spot

2) Not to destroy the natural environment

3) To conserve the old streets

4) To avoid extremely outstanding colors

Main regulation for general structures are as follows:

1. The height should be 13.0 m or less in principle, but it could be 20.0 m

depending on the site or kind of structure

2. The appearance should be Japanese with gable roof, a hip roof , or a gable roof

at the top with a hip roof at the bottom…

Environment –oriented services

1. Erosion control services for the stream and garden in Momijidani.

… the prospectus says as follows:

1. Any rocks and stones will never be harmed or split , and must to be used as they

are .

2. Threes will never be cut down

3. Concrete surfaces will be covered with natural rocks so that the concrete will not

be visible…

Finally as we noted Miyajima Town is a protected area an there are many related Laws

governing development in the island and this include tourism.

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CHAPTER III: Data Analysis

A. OBJECTIVES

1. To determine the present situation of tourism field in Miyajima.

Local organisation

Tourism structure

Infrastructure situation

Environmental aspects

Social economical conditions 2. To analyse marketing aspects of domestic and foreign tourists.

B. Methodology

The methodology used in the study is the following:

Interviews with Miyajima's tourism officials

Questionnaire for local and foreign tourists

121 sheets for local people questionnaire survey

186 sheets for local tourists

40 sheets for foreign tourists The survey was carried out from August 28th until August 31st 2001. It was held with

Miyajima's tourism officials of Chamber of Tourism and Commerce Hall, Tourism Association Spaceship Association NPO, Environment Management Center, History and Folklore Museum, Storekeepers Association, Restaurants and Pubs Association, Matsudai Ship Liner, Product Cooperative Association, Arts and Crafts Cooperative Association and the Chamber of Commerce of Industry.

The questionnaires were conducted by the JICA's participants in Miyajima town during

the day of August 31st to local people, international and Japanese tourists. The questionnaires aimed at defining the number of international tourists as well as local visitors who visited Miyajima. The questionnaires were written in Japanese and English language and consisted of 10 questions related to our objectives. C. Interview survey

In general terms Miyajima could be qualified as an expensive destination as many other places in Japan. Most foreigner visitors find Japan destination as one of the most expensive places in the world.

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The regional government and the public sector are mainly concentrating their efforts on the promotion of festivals and important events.

Promotion actions are conducted in small scale by the local Association of Store Keepers. Seems to be that goals are orientated to attract people to the handicrafts area. Is important to remark that most promotion material is designated to the local tourism due it is written in Japanese, a clear example is the shopping map which shows all tourism shops in the island.

Members of the tourism association have mentioned that most of the shops close at 5 or 6 PM because most of the visitors come in the morning and live the island in the afternoon. We could prove this situation in one of our incursions to Miyajima at night, the number of people walking through the restaurants and souvenir shops areas has decreased drastically, consequently, overnight tourists in numbers are not very significant. 1. Town office Mr. Tomarino

The town office of Miyajima has assigned the maintenance works to preserve the

cultural assets like Ottori Gate and Itsukushima Shrine, the logistic of tourism activities like festivals and fireworks, the execution of policies, and coordination with central and prefecture government.

The principal constraints of the Town Office regarding tourism are the limited budget

for investing or subsidizing the tourism activities and enterprises in the island, and the absence of strategic or marketing plans. The combination of these factors restrains the visitors to stay more time in the island. Even though Miyajima is declared as World Heritage Site by UNESCO, this institution does not provide any amount of money to preserve the assets. The benefit from World Heritage is the advertisement projected by UNESCO, which is reflected in the increasing of international visitors.

The Town Office is planning to diversify the tourism products through alliances with

other nearer prefectures and touristic places, to achieve main touristic way and sell it as one trip. Now, their vision is not only preserving the cultural and natural heritage but also approaching to make it more profitable tourism destination.

2. Tourism Association: Mr. Takeuchi and Mr. Hamada

Role: the role of Tourism Association in the main promotion of tourism in Miyajima is

dissemination of the concept of tourism, gathering information, attracting people, holding festivals, events, to organise the management and operation of tourist information centers, as well as developing, promoting the industry of tourism and all types of activities and international friendship.

Budget: the total budget of tourism association is about 85 million yen and it covers

all the expenses, and only 10 million yen for promotion.

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Marketing Plan: they don't have written yet a marketing plan but they are conducting research on the inbound tourism in Miyajima island and official members are preparing the marketing plan and it is still in process.

Investment program: in Miyajima Island, it does not exist foreign investments

because more than 90% of the island is consider as national park, they don't have enough space for new investments and there is no policy to invite such investors to support them. But nowadays in Miyajima island is beginning to have more space because of the immigration of many people going to the cities such as Hiroshima and Tokyo.

Incentives from the government: tourism Association does not have direct

incentives from the government but indirect ones such as the reduction of interest rate when taking credits from the bank and fee reduction for license, so we can deduce that those are incentives from the government. As a whole according to the Tourism Association, they are satisfied with the evaluation of the program of their community. 3. Restaurants and Pubs association: Mr. Kamada

In Miyajima Island, the Restaurants and Pubs association don’t have marketing plan but in other word they cooperate with Tourist Association and Chamber of Commerce in promotional activities.

The obvious problem in the Island is that all the souvenir shops and restaurants close too early and this has eventually negative effects on the Island in terms of Tourism, in addition the prices are somehow too high in comparison to usual souvenir shops. 4. Storekeepers Association

As the other sectors, they are aware of the impact of the decreasing number of tourists on the Island, with intention to attract more visitors, they try to promote some actions like lotteries for the people who buys handicrafts when prices are higher than 2000 yen. It is important to notice that they make efforts to keep and preserve traditional goods as the rice scoops.

The number of local handicraft makers is decreasing, some of the handicraft representatives to the island are made in China or Taiwan, in that way local association members try to promote actions to protect their traditional assets.

Incentives by government to this sector are not very relevant, those are given in the following way: preferential interest rate on bank credits, licence fee discount for new shops.

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5. Matsudai Ship Liner

They play a very important role, in the sense that ferryboats are the main mass transport to join Hiroshima and Miyajima. Their effectiveness is shown when they have to support mass tourism in festivals as the Fire works, new years eve and some other important events.

This sector is the most active when tourism promotional activities are taken. They work in co-ordination with the tourism association and the local government. It seems to be the biggest investment around Miyajima.

All ferries are well designed, and they do not pollute the way where they work, its route is relative short.

Some intentions to build Cruise lines around the island in a continual achievement, this idea comes to diversify the product and offers more variety of services for Miyajima. 6. Arts and Crafts

This is perhaps one of the smallest sectors, the number of art crafts makers is decreasing continuously, young generation is not interested anymore in arts specially in wood work, consequently the number of handmade crafts is relatively small, so they want to revitalise it through various kind of organisations and retail sectors, since their work is based on wood and the regulation in the island prohibit to obtain wood from local resources. 7. Environment in Miyajima

Environmental aspect is very important and needs to be managed properly to the tourism spot like Miyajima Island which has designated as a "Setonikai National Park Special Zone" based on Natural Park Law, a "scenic zone" based on the City Planning Law and a "special historical spot and special scenic spot" that is referring to the Itsukushima Shrine based on Cultural Property law.

Based on surveys and observations carried out recently in the island, we realise that environment quality has been deteriorated. Among the main contributor to this deterioration is garbage waste thrown by visitor and oyster farm owner, around Miyajima Island. Human activities from the other side of the island is also contributing to the environmental problems, because of the close distance from the other side of the island.

These environmental problems have a great impact on the tourism in Miyajima Island in long term, so corrective actions and minimise visitors impact by human activities that leads to the deterioration of the environment should be properly monitored.

Among the major issues that contribute to the deterioration of the environment in this island are:- a) Pollution of sea water caused by human garbage such as plastics, glass, bottles,

Cigarette buts or filters, papers and can drinks, etc...

33

informtion

34%

mantenaince

34%

environmental

24%

others

8%

b) Pollution of the seawater caused by oyster farm owner waste such as polystyrene foam, plastics, vinyl fragments, resin pellet and bamboo, etc...

c) Pollution of firework during underwater firework festivals.

d) Noise pollution caused by loud music, motor vehicle movements around Island as well as the air pollution.

e) Soil erosion caused by visitors to the fragile nature site

f) Ecological problem such as dying pine tree by unknown cause.

g) Regular close encountered between animals and visitors could change and influence the animals’ behaviour on this island such as deers, monkeys, birds etc.

h) Deterioration of Shrine caused by too many visitors.

i) Pollution of sea water by seaweed that has gradually increased recently.

D. Data Analysis 1. LOCAL PEOPLE ANALYSIS Question 1 Objective: to obtain opinion by local people about the present conditions of the historical and natural sites of Miyajima Question: What kind of problems does Miyajima have at the historical natural sites? Comments: this result reflex that local people is not satisfied with the work of the public sector, on the other hand, local people is eager to have more visitor in order to improve their incomes. Quiestion 2 Objective: to find local opinion about alternative attractions to increase the number of tourists. Question: In your opinion what are the other alternative attractions to be established in Miyajima?

informtion mantenainenvironmental others

N of people 40 40 28 10

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hot springs

41%

typical boats

17%

water sports

13%

others

13%

bike rentals

4%

picnic area

7%

camping area

5%

good

17%

not satisfied

20%

poor

20%

must be

improved

43%

Commets: a very high local people percent have the idea that hot spring is one of the alternatives to increase the number of visitors, is important to emphasis that this data is perhaps orientated to the local consumer, due its habit to share public bats and hot springs. Question 3 Objective: to understand people knowledge and participation on laws and parks rule reglamentation and domestic management of national parks. Question a : Have you been informed about the National And tourism laws? Question b: if yes give your opinion. Comments: this is perhaps one of the most important questions that we made on this research, as they work in a National Park, they must be orientated on management of natural resources and regulations in order to protect. the island. For a better result there was and other question which is related about people intention to know about national parks and regulations.

good not satisfied poor must be improved

Local P 5 6 6 13

hot springs typical boats picnic are camping area bike rentalwater sports others

N local P 75 31 14 10 8 24 25

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roads

19%

sea transport

24%internet

15%

hotels

9%

restaurants

7%

traficc

20%

others

6%

yes

10%

no

77%

no idea

13%

Question 4 Objective: to find the infrastructure necessity to develop the island according the necessities of local people. Question: Do you want infrastructure changes for the tourism development in Miyajima. Comments: is remarkable the share of internet cafes opinion and sea transport, internet cafes are very developed in other countries, not only because they represent a profitable business, is also the necessity of the new generation visitor who consider internet a the most effective way of communication.

Question 5 Objective: to analyse the local people criteria about natural resources and direct economical benefits. Question: Do you think that tourism in Miyajima should be reduced in order to preserve the island nature resources? Comments: on this answer we find a big percent of people who has no idea about the importance of the national park. Less than 50 percent answer yes or not, local people should be more orientated about the importance of national parks, protected areas and why the are important in term of ecology and sustainable development.

yes no no idea

N local P 11 88 15

roads sea transport internet hotels restaurants traficc others

Local P 39 47 31 18 15 41 12

36

extremely

satisfied

3%satisfied

20%

not satisfied

77%

yes

27%

no

29%

no idea

44%

Question 6 Objective: to determinate the level of economical satisfaction for the local people. In the sense that tourism activity can be consider as an alternative against the global economical crisis. Question: Do you think that your living standard has increased with tourism development? Comment: a high percent, is represented by people who is not satisfied with the economical results from tourism activities, this answer is perhaps the number of tourists on the island is decreasing and the actual tendency is pointing to reduce more the number of visitors.

Question 7 Objective: to understand the level of satisfaction in terms of incomes from tourism activities. Question: Do you think your income from tourism activity is: Comments: sithe number of not satisfied people is extremely large, more 75 percent of the people answer that they are not satisfied with their incomes. Miyajima has a large number of small tourism business, other productive sectors are consider more profitable.

yes no no idea

N local P 26 28 42

extremely satisfied satisfied not satisfied

N local P 3 20 75

37

yes

12%

no

88%

yes

no

yes

51%

no

49% yes

no

guide

19%

PPRR

16%

Languages

18%

customer serv.

20%

others

1%food

5%

Public Adm.

11%

Hotel

10%

Question 8 Objective: to analyse the relation between authorities and local people in regard to the sustainable tourism development. Question: has the tourism authority ever consulted you in regard to a tourism development plan for the island. Comments: this answer shows a little approach from the public sector in order to create plans according the local people and their point of view. Question 9 Objective: to find the local people necessity in terms of education training and orientation. Question: Do you think that Miyajima needs education in the following fields for the tourism development? Comments: important date could be the high number of people who think that it is a necesity to capacitate tour guides, at this moment the number of them is not higer than 7. Language is perhaps the most important topic, represents a barrier between the foreigner visitors and local people, the share is high because people have daily work with foreigner languages.

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drugs

13% prostitution

10%

religious

15%others

31%

I don? think

so

31%

Question 10 Objective: to analyse tourism negative social impact. Question: Do you think mass tourism activities in island causes any negative social impact? Comments: people is not aware about tourism effects in the island, local people do not fell that tourism makes negative social impact.

2. Tourists Question a. Nationality Objective: to know how many tourists in Miyajima have the Japanese citizenship Comments: More than half of the population in Miyajima has the Japanese citizenship (79%), and only 21% of the people are foreigners. This answer shows clearly the tendency of Japan’s travelers market where the japanese local tourists are more than foreign tourists.

Question b. Gender Objective: to know how many tourists in Miyajima have the Japanese citizenship Comments: In Miyajima the number of female tourists are equal to male’s number is 50% is the percentage of both gender. Question c. Range of age. Objective: To know about the population that arrives to Miyajima as a tourits. The ages of the tourists surveyed were asked based in ranges for age. The range with more people was 21- 30 years old (30%), followed by 41-50 years old and 21 of less, both with 17% each one.

drugs prostitution religious others

N local people 9 7 11 23 22

guide PPRR Languages customer serv. Hotel food Public Adm. others

N local P 54 46 52 57 29 15 33 4

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Age of tourists in Miyajima

~20

17%

21~30

30%

31~40

16%

41~50

17%

51~60

15%

61~

5%

Question d. Marital Status Objective: to know how many people are married in Miyajima Comments: In terms of marital status, more than half of the inhabitants in Miyajima are still single (56%), and the rest of them are married. Question f. Occupation Objective: To know about occupation and interests of tourists in Miyajima. The students and office workers are the two major groups in our survey (27% and 26% respectively). The public servants have 21%, and housewives and managers have 9% and 6%. Even tough, housewives are the people that have more expenditure in all the groups surveyed. Almost 61% of the housewives surveyed spent 20,000 yen or more in contrast with another groups that don’t spend too much like students.

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Occupation

office workwer

26%

public servant

21%manager

6%

hause wife

9%

student

27%

others

11%

Question 1. What is the factor makes you decide to travel to Miyajima? Objective: To confirm if the tourism is the main factor to travel to Miyajima. According with the results, the major reason to visit Miyajima is for touristic activities (87%). Only 2% of the visitors were in the island for business, and 11% go for other purposes. With these results, we can confirm Miyajima as a tourism destination.

Preference trend travel to Miyajima

tourism

87%

business

2%others

11%

Question 2. What is the factor makes you decide to travel to Miyajima? Objective: To know about the interests of the tourists. In base of the data obtained in this question, the friends have 20% of influence to visit Miyajima, the Mass Media (TV, magazines, newspapers, etc.) has 15%, and at last with only 6% is the advertisement. In the other hand, the category named “others” has 59% of the total

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indicating that this question can be expanded in future researches to know better the sources of information about Miyajima.

Source of knowledge about Miyajima

by friends

20%

advertisement

6%

by media

15%

others

59%

Question 3: Objective: to know how tourists go to Miyajima Comments: According to the following charter, the main important companionship is respectively family and friends 77%, group tours 11%, other factors 7%, and alone 5%.

Way of traveling to Miyajima

alone

5%

family

77%

group tour

11%

others

7%

Question 4. How many times you travel on this trip? Objective: to have a clear idea about how many tourists returned to visit Miyajima after the first time which is a very important factor

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Comments: The most important percentage is 54% of the tourists who visited Miyajima only one time, and only 19% who visited Miyajima twice and the same percentage about tourists who visited the island for three times.

Number of times that the tourists had visited

Miyajima

first

54%

2nd

19%

3rd

8%

more

19%

Question 5. How long have you spent in Miyajima? Objective: to have a clear idea about how long does a tourist stay in Miyajima Comments: The majority of the tourists 161 spend only one-day trip, and 43 tourists who have overnight stay in Miyajima, and that only about 8 tourists who stay 3 days.

0

20

40

60

80

100

120

140

160

180

No

. o

f to

uri

sts

No. days

Number of days spent in Miyajima

Q5 161 43 8 1 1

1day 2day 3day 4day 5day

Question 6. Did you consider you trip to Miyajima to be good value for money spent? Objective: to know if tourists’ expenditures worth the trip to Miyajima

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Comments: It is worth noticing that most of the tourists 97% are satisfied concerning the expenditures they made, they confess accordingly that the money they spent in Miyajima worth such value. Question 7: Objective: to know how much money the tourists spend when deciding to visit Miyagima Comments: According to the results of the survey, most of the visitors 39% who visits Miyajima spend 2000 yen. In addition 27% of visitors spend the amount of 5000 yen, and only 16 % of visitors who spend a big amount of money 20000 yen.

Expenditures

2000yen

39%

5000yen

27%

10000yen

18%

20000yen

16%

Question 8. How do you evaluate the services in Miyajima? Objective: To know if the tourists are satisfied with tourism activities. Comments: The tourists in Miyajima consider that most of the services are fair for their expenditures. For the group surveyed, most of them don’t have idea about the quality of hotels and taxis. That could indicate that most of the visitors don’t use taxi for mobilization in the island, and don’t use hotels (visitors).

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Quality of services

0

20

40

60

80

100

120

Category

No

. o

f to

uri

ts

excellent 16 11 20 3

good 22 57 70 14

fair 20 96 73 15

bad 0 0 3 0

no idea 86 30 25 114

hotel cruise souvenirs taxi

Question 9. How do you evaluate local people involved in tourism in Miyajima you met during you stay in Miyajima? Objective: To know the opinion of the tourists regarding the local people and their capabilities with tourism. Comments: Most of the people consider that the tourism services are in the average. That indicates that they can be improved to be competitive and attract more potential markets.

Evaluation of local people involved in tourism

activities

0

20

40

60

80

100

120

140

language hospitality guidance

Category

No

. o

f to

uri

sts

goodaveragepoor

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Question 10. Please select any suggestion you have that may help to improve the Miyajima tourism development. Objective: to search the weak points and to obtain tourists’ suggestions to improve tourism conditions in Miyagima Comments: It is worth noticing that 30% of the total of visitors state that foreign languages have to be improved in order to facilitate communication with tourists. In terms of transportation facilities, 24% of tourists state that it must be improved. In addition, 17% of the total tourists suggest the implementation of Internet facility. In terms of food and beverage 12% suggest the improvement of restaurants and to diversify the food as well as to westernize some restaurants in order to widen the choice for foreign tourists. And in terms of accommodations only 6% of the tourists suggest for the improvement of hotels.

Suggestions to improve the tourism development

at Miyajima

language

30%

western hotel

6%

western food

12%

transportation

24%

internet

17%

others

11%

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CHAPTER IV

A. SWOT ANALYSIS

Strengths Weaknesses

1. Miyajima is one of three most scenic spots in Japan.

2. Safe destination with warm, friendly and hospitality inhabitants.

3. Has natural, cultural historical resources and wildlife attraction such as deer and monkeys.

4. Good access of transport system from all locations in Japan.

5. Good cooperation with JR and Matsudai transport companies.

6. Designated as a World Heritage site and Cultural Heritage Site.

7. Rich on living culture, festivals and traditions.

8. Has an image as a historical site and woodcraft souvenir shops for tourists.

9. Has a natural resources which can be develop as one of the tourist attractions.

10. Environment friendly waste disposal management.

11. Located near another popular destinations such as Kyoto and Hiroshima City.

12. The tourism association with support of tourism division leads to research and training program.

1. Tourism division is not considered a major division, lack of staff and financial support.

2. No written marketing plan.

3. Biking is not developed as a recreation activity.

4. Internet communication facility is not considered important.

5. “Bed and Breakfast” service is not provided in all hotels.

6. Beach side is not developed for tourism activities.

7. Western food is not available in restaurants.

8. Lack of infrastructure for outdoors tourist activities (e.g. bird watching, mountain bike, camping area).

9. Budget for tourism activities on marketing and promotion is bigger than allocation given by the government.

10. Aging population and migration tendencies of productive generation out of the island.

11. Insufficient overseas promotion to attract foreign tourists.

12. High dependency on tour operators in marketing and promotion.

13. Lack of human resources trained in foreign languages and public relations.

14. Limited space to develop tourism.

15. Narrow paths for tourists and vehicle movement.

16. No leisure activities to attract overnight tourists.

17. Lack of ferry services in late hours.

18. Shops and restaurants closed too early.

19. No tourism policy to regulate and monitor the behavior of tourists towards wild animals.

20. Relative high prices.

21. The local government doesn’t provide enough resources for tourism development.

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22. Strict laws and regulation on the island.

Opportunities Threats

1. The tourism association with support of tourism division leads to a research and training program.

2. Development of hot springs in Omoto Park area.

3. The internet service is the most efficient system for promotion in the global trends.

4. Creation of cruise lines among nearest destinations.

5. Promotion of Miyajima in the framework of world Cup 2002.

6. Good opportunities for marketing and promotion as a world private investment to develop heritage site.

7. Japan tourism trend is honeymoon, beach and eco tourism. Miyajima has a potential for this type of market.

8. Fast food restaurant is popular for all generations. By providing fast food restaurant in this island, its can generate more tourists.

9. Ecotourism as a global trend that can be approach to develop Miyajima as an ecotourism destination.

1. Lack of general policies of carrying capacity

2. New generation is not interest in handy crafts art traditional.

3. Decreasing of the travelers’ number [as domestic and foreign as well].

4. Lack of tourism codes and laws.

5. Weak position of tourism as an economic

activity in Japan.

6. Global economical recession.

7. Global pollution.

8. Natural phenomena that causes disasters.

9. Pollution of the surrounding area cause environmental problems and diminishing of tourism affluence.

B. Synthesis Analysis of SWOT Strengths: Miyajima assets are the natural resources such as landscape, forests, environment, etc. and cultural resources are related with the people and their manifestations (history, culture, architecture, religion, crafts, arts, etc). The combination of those heritages make Miyajima one of the three most scenic places in Japan, and UNESCO had declared it as a World Heritage Site. Those denominations are being used for advertisement and marketing strategy to attract tourist to the island.

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To protect the natural resources, the government had declared Miyajima as a National Park and conservation area. By applying a friendly waste disposal management, environment quality around Miyajima can be maintained and preserved as a nature tourism as well as cultural heritage destination. By applying a friendly waste disposal management, Miyajima has an advantage to attract tourists, mainly nature lovers. Having a good transportation system in Japan makes this island accessible from any major tourist attraction such as Tokyo, Kyoto, Osaka, Kagoshima, etc. Tourists have disposition to use train, bus or car. To reach Miyajima Island from mainland, two ferryboats companies provide marine transport services. In addition, the island is located 20 kilometer from Hiroshima City. This is an advantage to Miyajima because join efforts can be made to sell a common product to another well-positioned tourism places. Both places, Miyajima and Hiroshima, are well known for having World Heritage Site and have a regular affluence of national and international tourists. The cooperation between the local Tourism Association and the government are good and this cooperation can help to improve the tourism activities to obtain maximum benefits for the private sector and generates taxes for the government. Weaknesses Most of the weaknesses are related with facilities and services. Among facilities and services needed by tourists are bed and breakfast hotel, Internet facility, leisure activities at night, western food or fast food restaurant which becoming popular nowadays, more signage, facilities for outdoors activities such as Mountain Biking, Bird watching, etc. By conducting research and have a good cooperation between private sector and public sector, these weakness can be overcome or at least can be minimized. Another major issue is related with government policy applied by local authority in this area. One of the policies that considered a bubble for tourism development is tourism division is not considered an important division yet the main activities in the island are tourism related activities. Human resources also one of the weakness as many productive generation are not interested to work in the island and prefer to look for other job at other place like Hiroshima City. As a first aspect, in Miyajima doesn’t exist any strategic plan for tourism development. The inexistence of strategic plans produces disorganization in actions and efforts to develop the island. With appropriate plans and strategies, all sectors involved in tourism can work together in the same direction with the same objectives to reach. Opportunity Miyajima Island has natural resources, cultural, traditions and historical site, this is the most important assets. In addition this island was also known as a World Cultural Heritage and one of the three most scenic in Japan. All these are not strong enough to attract tourists specially repeaters if not supported by a good facilities, good marketing and promotion strategy. By developing more and proper facilities such as hot springs, fast food restaurant, and internet services to cater the need of visitors, the numbers of visitors can be increased.

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Japan tourism trend now is honeymoon, beach and ecotourism. Miyajima has all the criteria as an ecotourism, honeymoon and beach destination. In year 2002, Japan and Korea will be the host for world cup 2002. This opportunity should be fully utilize to attract more foreign tourists by applying aggressive marketing strategy. The global trend now is ecotourism and if this marketing approach applied for marketing, Miyajima can be one of ecotourism in Japan or international. Threats Among the major threats in Miyajima now is pollution. This threats are beyond the control of local authority such as haze problem, acid rain, sea water pollution caused by other area, increasing number of seaweed, etc. Natural phenomena that caused disasters such as earthquake, typhoon, storm and flood. This threat are normally happen in Japan and sometime the impact of this natural disasters can caused damage to the natural resources. Among other threats is economic recession. During economic recession, people are prefer to stay at home and save their money rather than visiting tourism attractions. If this happen, the number of visitor will drop.

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CHAPTER V A. Recommendations

1/ To the Public sector:

The most important recommendation to the public sector is upgrading tourism division and creating new subdivisions such as planing, marketing and promotion, which remain as very important ones in accordance with the tourism development. In addition Miyajima will better have an instrument to organize workshops in different areas in Japan, to have a direct promotion to the international market, and initially to implement marketing strategies.

Hot spring, bike rental, camping side, and traditional boats for tourists, water sport, and picnic area.

Almost 50% of the interviewed foreign tourists confess that the most attractive activity is the Hot spring in comparison with the six other activities.

In terms of policy, we recommend that you should as soon as possible to apply an environmental policy in Miyajima on the base of daily experience of the local people who confess that there must have control over the environment because of pollution.

We recommend that you should have an aggressive policy of carrying capacity, in order to be able to protect the environment in taking into account the increase of tourist’s number.

The government should encourage new investors by giving them incentives to diversify the product and consequently to increase the number of tourists in Miyajima.

The improvement of infrastructure such as sea transport, signage, etc..

2/ To the Private sector:

Join efforts on the following training such as foreign languages, public relations, customer services and tour guide training.

They have to improve the accommodation facilities, restaurants and apply the concept of bed and breakfast in hotels.

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We highly recommend to the ferry boat companies to make a research about the dissatisfactions of services, we presume that this latter comes from the fact that you stop the work at 10h30 at night.

We recommend to the private sector especially hotel owners to improve their services in the form of providing Internet communications, as well as leisure activities as discotheques, croak etc…

Our recommendation to the Tourism Association refers to keep the marketing research as a constant activity, that sort of work deserves a daily care, if you do it once every ten years or in long distance period, your research will loose its value.

To the arts and crafts people, your role is very important, unfortunately the number of people who cares on this activity tends to decrease, you have in your hands the a treasure of many generation, is important to coordinate with the public sector activities or even more, policies to protect your cultural heritage.

3/To the local people

Keep your friendliness, visitors no matter foreigner or local, feel your hospitality; they will never forget an smile.

Tray to cooperate with the privet and public sector, when they make plans, organize and promote Miyajima.

Make conscious on the sustainability of the island, is your daily duty to protect and care the island against the contamination and pollution.

B. Conclusions Miyajima could be consider as one of the typical Japanese destination, and beyond, its natural context give to the island a unique sense. When we question our selves, why Miyajima has decreasing number of visitors? We try to find several actions, and of course answer, we can find many answers but probabily we can sumarise in the following way: Mijayima has a very important weakness, the way that the public sector is organized, an small division taking care on the most important and more productive activity. At this moment the island has no other orientation, tourism became a fundamental factor on the local economy, if the public sector do not have an instrument to organize, to make plans and to apply marketing strategies. Any recommendation could be valid, the promotion that other countries face for their touristic product goes in dynamic way, and its done by the public sector in coordination with the private sector, this type of work should be done continuously but if do not exist organization or a division for that, efforts are always lost. In conclusion we can say that miyajima needs at this moment to re organize its department

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of tourism, would be better to upgrade it. two sub divisions are required urgently, one is the planning division an the other is the marketing division. On the other hand if Miyajima increase the number of visitors, would be better to take care about the pollution and contamination, in that way the panning division can play a fundamental role. Is is logical, that everybody on Miyajima wants to have more tourist and more incomes, but it is necessary to find an equilibrium point on which incomes and pollution take a harmony situation.