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觀光地域づくりの推進役としての DMOの役割に關する硏究 -日本版DMOの先進事例を中心に-
김난정 ( Kim Lan-jeong ) 한국일본근대학회 2017 일본근대학연구 Vol.0 No.57
本稿では、これから注目度がさらに高まっていく「日本版DMO」の槪要を解說するとともに、觀光地域づくりにおけるDMOの役割およびDMOの成功要因などについて先行硏究のレビュ一結果に基づき考察した。その上で、日本版DMOの候補法人として、すでに地域觀光振興に向けた取り組みを行っている事例を取り上げ、その取り組み狀況や特徵などについて分析した。 硏究の結果、DMOが觀光地域づくりにおいて期待されている役割を果たすためには「樣?なステ一クホルダ一との合意形成、專門性のあるスタッフの育成:ヒト」が必要であり、「地域資源の發掘·價値付加:モノ」を通じて、「資金調達機能:カネ」を强化し、「科學的アプロ一チによるデ一タの收集·分析、信賴のあるデ一タに基づく戰略や政策策定:情報」を構築することが肝要であるとまとめた。 尙、事例硏究の結果から、まず南信州觀光公社においては、行政からの補助金はなく、獨立採算で運營するような自律性の高い經營狀況、地域コ一ディネ一タ一や住民との關係、キ一パ一ソンの存在などのことから、まさに日本版DMOの先驅けといえる存在として注目を集めていることを明らかにした。また、雪國觀光圈については、雪をテ一マにしたコンセプト作りやブランディングの構築及び各種プロモ一ションの展開、明確な品質の提示により宿の選擇基準を簡易化することによる利便性の追求、顧客と地域住民兩方にとってのハッピ一な地域づくりへの訴求などのような特徵から日本版DMOの先進事例として注目を集めていることを明らかにした。 The Japanese version of Destination Management and Marketing Organizations (DMOs), which are increasingly being focused were reviewed. Moreover, the roles of DMOs and reasons for their success were discussed based on the review of previous studies. Furthermore, instances that have addressed the promotion of regional sightseeing are focused and their situation and characteristics were analyzed. The results indicated the necessity “to build consensus with various stakeholders and develop professional staff (people)” for DMOs to play the expected role of developing tourism areas by “discovering local resources and adding value (goods)” and strengthening “fundraising functions (money), as well as to develop “strategies and policies based on reliable data collected by using the scientific approach (information).” The results of case studies indicated that no government subsidies were used in the Minami-Shinshu Tourism Organization that has operated with financial independence and high autonomy by building relationships with local coordinators and residents. Moreover, it had a key person that played a leading role.As a result, it is attracting attention as a pioneering Japanese DMO. Additionally, Yukiguni Kanko Ken(Snow-country.jp) has developed a concept the theme of snow, by utilizing branding strategies, having various promotion campaigns, by making it convenient to select hotels through simplifying criteria for describing quality, and developing a community that is comfortable for both tourists and residents. Yukiguni Kanko Ken is also attracting considerable attention as a pioneering Japanese DMO.
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