Community Business and Sustainable Mountain Tourism Development: The Case of Hyakubariki in Hakuba Village, Japan
Assigned Session: FS 3.107: Mountain cities
Abstract ID: 3.13223 | Accepted as Talk | Requested as: Talk | TBA | TBA
Shumpei Kurosawa (1)
Tougo, Igarashi (1); Ziyi, Xue (1); Ryuto, Ueyama (1); Sae, Kumamoto (1)
(1) University of Tsukuba, 1-1-1 Tennodai, 305-8577 Tsukuba, JP
Abstract
Background and Objectives:
Since the 2000s, community businesses have played an increasing role in regional revitalization in Japan. One example is Kamacon, a community-driven initiative in Kamakura City close to Tokyo, launched by IT entrepreneurs after the Great East Japan Earthquake. Kamacon fosters local engagement through regular meetings where ideas are shared and developed. This model has expanded to 21 cities as of 2024, but research has largely focused only on Kamakura, necessitating further study on its impact in other areas. Kamacon’s approach aligns with sustainable tourism development, as improving residents’ quality of life also enhances a destination’s appeal. Among the regions adopting the model, Hakuba Village in Nagano Prefecture is the most reliant on tourism. This study examines the development of Hyakubariki, a Kamacon-style community business in Hakuba, to explore its role in creating a livable and sustainable mountain tourism destination.
Hyakubariki’s Formation and Regional Conditions:
Established in 2015 by three locals inspired by Kamacon, Hyakubariki provides a platform for community-driven projects. Since the 1998 Nagano Winter Olympics, Hakuba Village has faced declining tourist numbers, making resident-driven revitalization crucial. Hyakubariki organizes symposium and networking events, filling a gap in local cross-industry connections. The initiative hosts two meetings annually, drawing around 100 participants, evenly split between locals and newcomers. Attendees include former IT entrepreneurs, investment bankers, and local tourism workers. The diverse backgrounds foster unique ideas and collaborations not typically found in urban settings. Discussions between long-time residents and new arrivals lead to synergistic regional development efforts, from small-scale projects like menu planning for restaurants to larger initiatives such as establishing new schools.
Results and Discussion:
This study identifies three key findings: Hyakubariki meetings strengthen community ties, supporting Hakuba’s development as a tourism destination. Participants leverage the network to advance projects, deepening their regional commitment. Hyakubariki has sparked new business ventures, making it a hub for local innovation. While this research highlights community businesses’ role in mountain tourism but calls for further study on factors shaping livable tourism destinations.
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