open access

https://hdl.handle.net/2115/42895

A Study of the Sustainable Development of Green Tourism by Partnership of Farmer and Consumer

日本語

2010-03-25

v, 118, iip.

In Japan, many rural areas face financial crises. Because aging society have come and the populations are being on the decrease. There are few young people who work on the land in rural areas.Local governments have started to do the green tourism projects to promote agriculture since 1990’s. They build direct sale places, roadside stations, accommodations and carry out agriculture experiences. So some areas surely increase the exchange people who come from cities. But most areas are not able to do well because of the lack of managements. It is necessary that they should innovate the present the green tourism projects.The Ministry of Agriculture, Forestry and Fisheries and some researchers think that it is important that the green tourism projects should plan to allow a close contact between farmers and consumers. That is to say, rural areas had better make opportunities to communicate with each other rather than turn a profit on the green tourism projects. To be sure, the present agriculture experiences are an epoch-making and a convenient system for busy person who live in cities. But rural areas generally can’t achieve a good result by the system. There are two problems in the present agriculture experiences. The first problem is to lose a balance between society and profit. The second problem is to have only one time to communicate with each other.From the marketing theory and the relations between organizations theory perspectives, the marketing and the relations between organizations on the present green tourism is out-of-date. Therefore such two problems have happened. For instance, the present green tourism’s marketing is lacking in one-to-one and lifestyle. In addition, those relations between organizations is lacking in demand-chain and looseness basically.So I suggest a new concept of cooperation between farmer and consumer which is called “Marriage”. “Marriage” consists of the one-to-one marketing, the lifestyle marketing, the demand-chain management (DCM) and the loose connection. In this thesis, I tried researching the roles of the sustainable partnership of farmer and consumer such as the collaborations and CSAII(Community Supported Agriculture). Because I thought that the collaborations and CSA looked like “Marriage”. Usually, the green tourism researchers don’t deal with the collaborations or CSA. But I regarded the collaborations and CSA as one of green tourism.The case study of the collaborations is the organic farming collaboration in Miyoshi area (Chiba prefecture). This collaboration has been done since 1973. The case study of CSA is “Inaka-club” which was begun in 1996 in Eniwa city (Hokkaido). They are examples which are attracted in the world. So it is worth while to notice that I examine existing conditions about those two cases. I inspected their situation by hearings, experiences, and the questionnaire. As a result, I disclosed that there are DCM in two case studies. And in two case study’s areas, rural people got some benefits from those actions. But they are different processes that lead to success. In the organic farming collaboration in Miyoshi area, lifestyle is more important than one-to-one. Meanwhile, “Inaka-club” hopes not for lifestyle but for one-to-one.On the basis of two case studies, there are two ways to make “Marriage”. If you would like to make strong partnership of farmer and consumer, you should do lifestyle marketing. And if you would like to make loose partnership of farmer and consumer, you should do one-to-one marketing.However those two models may not categorize completely. I think it possible to mix two models in a certain case. But I couldn’t refer to this idea in detail. And this thesis hasn’t been extended over the latest sustainable partnership of famer and consumer such as the “Nogyaru-project” which was formed by the young woman yet. These topics seem to require some investigations.

修士(観光学)

修士論文

Version of Record