Operating

Operating Unit
Unit Ishikawa,
Ishikawa, Kanazawa
Kanazawa
Kanazawa
Kanazawa University
University

Branding Eco-Tourism, Community Building

and Revitalization of Rural areas

Vafadari Kazem
Ritsumeikn Asia Pacific University
Kazem@apu.ac.jp
Contents

• Introduction

• Research Methodology

• Results and Research Findings

• Discussion

• Conclusions

• Acknowledgements
 Introduction
Satoyama

• According to Japan SATOYAMA SATOUMI Assessment:

• Satoyama is a Japanese term for a mosaic of different ecosystem

type secondary forests, farmlands, irrigation ponds, and
grasslands along with human settlements which has been
managed to produce bundles of ecosystem services for human well-
being. ( JSSA 2010)
 Introduction
Satoyama Initiatives

• Vision : “Societies in harmony with nature”

• The main results of the millennium ecosystem assessment were

published in 2005 and the final stage of MA is completion of sub-
regional surveys.

• Satoyama and Satoumi are among these original researches in

Japan, focusing on the rural mountainous and costal landscapes.

• The global workshop on Satoyama Initiatives organized by MOE-J

and UNU-IAS defined the concept of Satoyama initiatives
 Introduction
Satoyama Initiative: Perspectives

• Perspective 1: Resource use within the carrying capacity and resilience of

the environment

• Perspective 2: Cycle use of Natural resource

• Perspective 3: Recognition of the value and importance of local traditions

and cultures

• Perspective 4: Multi-stakeholder Participation and collaboration

• Perspective5: Contributions to local Socio-Economies

 Introduction
Sustainable (Rural) Tourism

World Tourism Organization

ー Retain the economic and social advantages of tourism development

ー Reducing or mitigating any undesirable impacts on the natural,

historic, cultural or social environment

ー Balancing the needs of tourists with those of the destination

 Introduction

Sustainable (Rural) Tourism

United Nations Environment Program

Sustainability principles refer to the environmental, economic, and

socio-cultural aspects of tourism development

ー Make optimal use of environmental resources.

ー Respect the socio-cultural authenticity of host communities

ー Ensure viable, long-term economic operations,

 Introduction
Ecotourism (definitions)

“Responsible travel to natural areas that conserves the

environment and improve welfare of local people”

environmental and cultural awareness

positive experiences for both visitors and hosts

direct financial benefits for conservation

financial benefits and empowerment for local people

• Raise sensitivity to political, environmental, and social climate

 Research Methodology
Satoyama Revitalization through
Tourism
Development

Sustainable development

Sustainable Rural Sustainable

Livelihood Tourism
Sustainable Rural

Rural (SATOYAMA) Livelihood for Tourism

Development Tourism
Rural Tourism
Development

Adapted from Shen ( 2009)

SATOYAMA Tourism: Use of Satoyama landscapes as the basis of tourism

 Research Methodology

Ishikawa & Noto Peninsula

 Research Methodology
Ishikawa Prefecture & Noto Peninsula

Noto-cho

SHUNRAN NO SATO

Population: 163

No of Households : 53

Number of visitors : 3000

 Research Methodology

Sustainable Livelihood Approach

 Research Methodology
Department for International Development
DFID
 Research Methodology

History of SLA
• 1987 The World Commission on Environment and Development ‘‘Brundtland Commission

• 1988, IIED The Greening of Aid: Sustainable Livelihoods in Practice

• 1990 UNDP, the first Human Development Report

• 1992UN holds Conference on Environment and Development

• 1995 UN World Summit for Social Development

1996 DFID invites Sustainable Livelihoods projects; ‘‘Participatory Research for

Sustainable Livelihoods’’

1997 New : White Paper on International Development Eliminating World Poverty: A

Challenge for the 21st Century
 Research Methodology

Tourism Livelihood Assets

(Social Capital) S N (Natural Capital)

(Economic Capital) E H (Human Capital)


(Institutional Capital) I A (Attraction
Capital)
 Research Methodology

Sustainable Livelihood For Tourism

 Research Methodology

Data Collection: interview and

Questionnaires
 Results

SHUNRAN- NO- SATO

 Tourists Attractions:
Natural Resources

the extent to which Satoyama-Satoumi are

used as the basis of local, national or international

tourism
 Vernacular Architecture

Architecture and building techniques of the past

and :
The contribution which can make to sustainability
strategies both now and in the future
 Satoyama Lifestyle

- Systems for conservation of ecosystem

services from the surrounding hinterland

- How these have been modified over time

 Present State of
Satoyama & Satoumi

-the state of preservation

- the requirements for their continued

sustainability

nostalgia
 Local Innovations
-Documentation of local-level innovations in tourism
development which could be shared within Satoyama and
Satoumi areas with similar characteristics

Example: reforming educational facilities to be used as tourist

accommodation . This is quite often in rural Japan

that schools are closed due to the lack of students

SATOYAMA Ecotourism
Activities
Human Capital
• The skills, knowledge, ability to
labour and good health that
together enable people to pursue
different livelihood strategies and
achieve their livelihood objectives”
(DFID).

• Average age : 62.3

• Education : Junior& High school 95%

• Household Size : 2.7

• Stay in community : 41 Years

 Social Capital
• “ the social resources upon which
people draw in pursuit of their
livelihood objectives” (DFID).

• Women’s Status, Hospitality…

• Trust and local social networks

• Motivation from community leader ( 46%)

• Intellectual support from Community(40%)

• Group activities
 Natural Capital
• the natural resource stocks from
which resource flows and services
(e.g., nutrient cycling, erosion
protection) useful for livelihoods
are derived” (DFID)

• Underuse / lack of Management

• Global Trade and Resource Utilization

• Wild Animals in Inconvenient Place

 Economic Capital

• Financial and physical capitals.

• In a broader sense, physical and

financial capitals both belong to
the economic concept of capital

• Income Portfolio

Pension / Agriculture / Tourism

• Occupancy Rate ( less than 25 %)

• Job opportunities ( family Business )

• Infrastructure

Machineries / Road/ Farm house

 Institutional Capital
• Institutional Livelihood Asset ( for tourism )

• Access to tourist markets, tourism benefits sharing,

• Access and participation in the policy­making process,

• The extent that people’s willingness to be involved is reflected in

political decisions
Building Partnership
MINSHUKU is Farmer’s Home
 Developing Ecotourism in Rural landscapes of

Perspectives of SATOYAMA Initiatives ( UNU-IAS)

Revitalization of Rural Community with Regards of :

- Recognizing traditional values

- Building partnerships

- Linking conservation of biodiversity with direct

economic benefits for local people
International Example/ Quality Rural Tourism in
Europe

Community Visitors Tourism

Enterprises

Destination
Intact or Improved
environment

Community benefits
Improve enterprise performance

without conflict
Satisfied Customers Increased income / Employment

Source:
Source: European
European Commission
Commission 1999
1999
Principals of quality Management in European Rural Tourist
Destinations

-Authenticity : visitors are looking for genuine experiences

-Distinctiveness: visitors travel to experience some thing

different

-Partnership : involving people / working together

- Rationalization : small numbered initiatives and products is

better than many poor ones
Tourism Area Life Cycle ( Bulter 1980)
(TALC)

Number of Tourists

SH
UN
RA
NN
OS
AT
O
 The Vulnerability Context
Shocks :

• Human health (disease epidemics)

• Economic (1997 Asian Financial Crisis)

• Natural (Earthquake)

• Conflicts (wars and terrorism)

Seasonality: seasonal fluctuations in the tourist markets which directly

affect tourism prices, products and employment opportunities.

• Trends: economic trends, resource trends, population trends , and tourist

market trends

• Institutions: formal and informal rules

 Tourism Livelihood Outcomes

• Sustainable livelihood, and Sustainable Tourism

• to achieve people’s livelihood objectives while sustaining tourism for the
long­term

• Economically long-­term, reliable income source (400,000 JPY)

• Socio-Culturally maintain a stable local society / culture (R-U Contacts)

• Environmentally protect local natural resources ( Mushroom Project )

• Institutionally local participation and involvement. ( NPO KOBUSHI)

 Conclusions

• The impacts of rural tourism may varies between Satoyamas

• Tourism options should be adopted based on Livelihood Priorities

• No dominant role for tourism in SLA but livelihood diversification

• Tourism is labor intensive and new tourism enterprises are

expected to introduce new population to Satoyama
Acknowledgments

• Sincere thanks to :

• All people in Shunran no Sato