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    オンライン観光創造フォーラム（OTFS）

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    北海道大学観光学高等研究センター（CATS: Center for Advanced Tourism Studies）は、北海道大学に設置された、観光学に関する研究センターです。弊センターでは、「ツーリズムを通した地域課題の克服」をテーマに、広く国内外から、第一線の実務家・研究者をゲストにお招きして、オンライン観光創造フォーラム（OTFS: Online Tourism Forum Series）をシリーズ開催しております。本ページでは、過去に開催されたフォーラムについて、公開可能な回を、アーカイブ配信致します。
    なお、オンライン観光創造フォーラム最新回のご案内をご希望の方は、online-forum(at)cats.hokudai.ac.jpまで「オンライン観光創造フォーラム案内希望」とメール下さい。※(at)部分を＠に置き換えてご送信ください。

    The Center for Advanced Tourism Studies (CATS) is a research institute for tourism studies established at Hokkaido University. CATS holds a series of Online Tourism Forum Series (OTFS) on the theme of "Overcoming Regional Challenges through Tourism," and invites prominent practitioners and researchers from Japan and around the world. This page provides an archive of public-accessible past OTFS forums.
    If you would like to receive the latest information regarding the OTFS, please send an e-mail to online-forum(at)cats.hokudai.ac.jp with the message "OTFS Information Request”. *Please replace (at) with @ in the email.


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    TOFS 57 Dr. Mohamed Elbarbary - The Dynamics of Street Art (Murals) as Tourist Attractions


    • The Dynamics of Street Art (Murals) as Tourist Attractions

      Abstract:
      The semiotic landscape (e.g., symbols, images, texts) in tourist destinations influences visitors’ overall experience. In a similar vein, street art murals—visual pieces of art created in public spaces, often with permission and intended to communicate with a broad audience—have been promoted as creative tools for urban revitalization, beautification, placemaking, and branding of tourist destinations. Beyond their social, political, or aesthetic values, street art murals can also drive economic growth and cultural revitalization as creative tourist attractions in global cities such as New York, Paris, Barcelona, Porto, Breda, and Berlin. However, street art may also trigger challenges related to social comprehension, urban policy, and community displacement. In this workshop, we will discuss the dynamics of street art, and identify strategies for leveraging murals in city branding and tourism attraction, drawing on examples from around the world.

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    TOFS 56 - Dr. Greg Richards Cultural tourism and community in rural Europe


    • Cultural tourism and community in rural Europe

      Abstract:
      Cultural tourism is being actively developed as an economic, cultural and social stimulus for communities in rural Europe, stimulated by the European Union's long-term vision for rural areas. Cultural tourism is seen as a potential support for both tangible and intangible heritage, but this faces a number of challenges, including lack of human resources and inadequate governance structures. Drawing on research from the Crocus Project (Cultural Creative Tourism in Rural and Remote Areas) this presentation assesses the current state of research on rural cultural tourism and the prospects of more sustainable pathways to the future.

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    TOFS 54 - Dr. Shunsaku Hashimoto Organizational Culture in a Successful Hotel: Focusing on Amandari


    • Organizational Culture in a Successful Hotel: Focusing on Amandari

      Abstract:
      This study explores the distinctive organizational culture of Amandari, a luxury resort in Bali known for its excellence in service and staff well-being. Since opening in 1989, it has endured pandemics such as COVID-19, solidifying its reputation. Amandari maintained its operational stability and staff motivation through a culture rooted in family-like relationships and mutual trust for over 30 years. Based on qualitative interviews conducted in August 2023 and September 2024 with Amandari employees, the research highlights how the hotel fosters strong organizational citizenship behavior (OCB). Staff members described their work environment using expressions such as “We are a family,” reflecting a sense of belonging and shared responsibility. This culture enables self-motivation and proactive engagement, even under crisis conditions. Amandari’s management philosophy aligns with Berry and Parasuraman’s (1991) concept of “Treating Employees as Customers,” emphasizing empathy, trust, and long-term support from leadership. These findings resonate with previous studies on successful hotel organizations, such as Hoshino Resorts in Japan (Hashimoto,2021) and point to universal elements of effective organizational cultures in the hospitality industry. This case suggests that cultivating a supportive internal environment not only sustains service quality but also strengthens organizational resilience. The study contributes to understanding how trust-based and family-oriented cultures can drive long-term success in the hotel sector.
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    TOFS 53 - Junko Yoshida UN Tourism and Sustainable Tourism Development


    • UN Tourism and Sustainable Tourism Development

      Abstract:
      UN Tourism is the United Nations specialized agency for responsible, sustainable, and universally accessible tourism. In collaboration with its 160 Member States, 6 Associate Members and over 500 Affiliate Members, UN Tourism works to position tourism as a key driver of economic growth, inclusive development and environmental sustainability. The Organization promotes the inclusion of tourism in national and global agendas, advocating for its potential to reduce poverty, generate employment, foster innovation and contribute to the achievement of the 17 Sustainable Development Goals (SDGs).
      This presentation covers 5 key areas:
      1. Overview of UN Tourism and its Regional Support Office for Asia and the Pacific, highlighting their roles and activities;
      2. International tourism trends;
      3. UN Tourism’s efforts to advance the Sustainable Development Goals (SDGs);
      4. Evidence-based sustainable tourism management network, INSTO (UN Tourism International Network of Sustainable Tourism Observatories);
      5. Best Tourism Villages (BTV) initiative, which reflects UN Tourism’s vision of making tourism a driver of positive transformation, rural development, and community well-being.
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    TOFS 52 - Dr. Axel Eriksson Participants’ Perceptions of the Physical Impacts on Nature


    • Nature Always Recovers! Participants’ Perceptions of the Physical Impacts on Nature from Nature-Based Events

      Abstract:
      Tourism has difficulty limiting its contribution to impacting our planet. To understand this challenge, the analysis considers the scale of physical impacts on nature from event sport participants. This presentation provides findings through a cultural degrowth perspective to advocate for the need to practise self-limitation and reduce environmental waste from economic activities. The case comes from two types of nature-based events in Jämtland, Sweden, based on 50 semi-structured interviews, observations and photo-elicitation. Observations of event participants reveal how they perceive physical impacts on nature. The findings reveal the difficulties of adhering to limitations. Initially, the event participants considered only trash or greenhouse gas emissions as impacts but were stunned to see photos of how impacts such as trail and soil erosion had gone beyond what they imagined. However, responsibility for limiting the effects tended to shift to others, particularly the event organisers. This presentation highlights a paradox in event tourism: tourism is a convivial idea of visiting nature together with others, which collides with resource utilisation that heavily impacts the environment.
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    第51回オンライン観光創造フォーラム “交流”がコンテンツになる時代へ―熊本駅前を6万人が埋めた、ポップカルチャーイベントの可能性―


    • “交流”がコンテンツになる時代へ―熊本駅前を6万人が埋めた、ポップカルチャーイベントの可能性―

      概要：
      2025年5月5日、6日の2日間、熊本県熊本市のJR熊本駅前一帯で開催された第2回「熊本マンガアニメフェスタ」には、2日間で約6万人が来場しました。今回は、同イベントの主催団体、PopTownProject代表の佐竹信彦氏を講師に、ジャーナリストの河嶌太郎氏をモデレータに迎え、フェスタ開催までの取り組みのご報告を頂いたうえで、地方ならではの課題、今後の展開等について、ご議論頂きます。
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    TOFS 50 - Dr. ZHANG Chaozhi - Knowledge Transfer and Heritage Tourism Community Development


    • Knowledge Transfer and Heritage Tourism Community Development

      Abstract:
      Due to heritage conservation, traditional livelihoods of communities in heritage sites face restrictions, raising the critical question of balancing preservation with sustainable local development. This report explores enhancing community resilience through external knowledge inputs, transfers, and dissemination strategies, offering theoretical frameworks for sustainable heritage conservation. By analyzing knowledge exchange mechanisms and adaptive practices, it provides actionable insights to support livelihood diversification while maintaining cultural heritage integrity, aiming to bridge conservation goals with socioeconomic resilience in heritage-dependent communities.
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    第49回オンライン観光創造フォーラム noteやDiscordを活用した産学連携コミュニティの可能性


    • noteやDiscordを活用した産学連携コミュニティの可能性

      概要：
      コロナ禍を経た現在、地域振興の現場では、オンラインコミュニティの活用が必須要件になりつつあります。 今回のフォーラムでは、観光学高等研究センターの包括連携事業をきっかけに誕生し、noteやDiscordといったオンラインプラットフォームを積極的に利用した活動を展開してきた、産学連携コミュニティ「icn-crrd（文化資源研究開発☆地域間ネットワーク）」の取り組みをご紹介します。 あわせて、こうしたオンラインプラットフォームを活用したコミュニケーションの促進やプロジェクトの運営について、その利点や課題点を、具体的な事例を交えながら皆さんと考えていきたいと思います。
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    TOFS 48 - Dr. Ben Blevins Preferences on Community Participation via Randomized Conjoint Analysis

    • Understanding Preferences in Community Participation & Applying Randomized Conjoint Analysis to Tourism Research

      Abstract:
      The study explores teacher retention in rural Myanmar, a critical aspect of educational reform vital for community revitalization. Addressing the issue of chronic teacher shortages in rural areas, the research uses an improved conjoint analysis to identify workplace attributes influencing the preferences of education graduates from Yangon University of Education. Key findings reveal that secure housing and higher salaries are significant motivators, while preferences vary across clusters based on gender and unobservable factors. The study highlights a dichotomy between teachers viewing their roles as either “jobs” (prioritizing financial incentives) or “callings” (valuing altruistic, community-focused attributes). Policymakers are urged to implement multifaceted strategies that accommodate these diverse motivations to improve teacher retention. By enhancing teacher satisfaction, this approach aims to boost education quality, thereby fostering long-term socio-economic benefits in rural communities. This research provides a framework for aligning educational policies with broader community revitalization goals.

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    TOFS47 - Dr. Tsuyoshi KIGAWA Tourism Documentary: Unveiling the Potential of Regional Areas


    • Tourism Documentary: Unveiling the Potential of Regional Areas and Their Ideal Future

      Abstract:
      Tourism films are widely used for destination promotion. A 2014 Google survey found that 64% of travelers watch videos online before choosing their destination, highlighting the strong influence of video content. However, modern tourism videos are becoming shorter and more superficial, often failing to capture the essence of a place. As a result, tourists may develop a skewed perception of destinations, potentially attracting a different audience than originally intended. Tourism has evolved from "Where to go" to "Things to do" and now "How to be", focusing on local lifestyles and cultures. However, these deeper experiences are difficult to convey, making destination promotion challenging. Tourism documentary films can bridge this gap by capturing the daily lives of locals and their communities, presenting a more authentic vision of regional areas. This presentation explores how documentaries can help shape sustainable tourism and attract visitors who appreciate a destination’s true essence.