The role of destination marketing and management organizations in promoting sake tourism: A case study of Japan

A research article co-authored by CTR Researchers, Prof. Kaede Sano (Faculty of Tourism, Wakayama University) and CTR Visiting Junior Fellow, Mr Masanao Tachibana (Graduate School of Tourism, Wakayama University), has been published in the international tourism journal “Journal of Place Management and Development”.

This article discusses the role of DMOs in developing a destination ecosystem (DE) in which various stakeholders collaborate efficiently in the sake tourism in Myoko City, Niigata Prefecture, Japan.

 

Title

The role of destination marketing and management organizations in promoting sake tourism: A case study of Japan

 

Authors

Masanao Tachibana, Wakayama University, Wakayama, Japan

Kaede Sano, Faculty of Tourism, Wakayama University, Wakayama, Japan

 

Source

Journal of Place Management and Development

Online First

https://doi.org/10.1108/JPMD-09-2024-0098

* Indexed in Scopus

Journal details: https://www.scopus.com/sourceid/21100242603

 

Abstract

Sake tourism is becoming increasingly popular among international tourists to Japan, and on December 4, 2024, United Nations Educational, Scientific and Cultural Organization registered the “traditional knowledge and skills of sake making with ‘koji’ mold in Japan” as an intangible cultural heritage. However, despite this attention to sake tourism, collaboration among stakeholders remains inefficient, highlighting the need for destination marketing and management organizations (DMOs) to promote content tourism. This study aims to explore the role of DMOs in developing a destination ecosystem (DE) in which various stakeholders collaborate efficiently.

 

Keywords

Stakeholders, Destination ecosystem, Destination marketing and management organization (DMO)