10:20 AM - 10:40 AM
[105] Process of promoting Tourism-based Regional Development by Utilizing Unused Community Resources
Focusing on Effectiveness of Internal Marketing based on Comparative Analysis
Keywords:Unused community resources, promoting utilization machanism, internal marketing, tourism-based regional development
Recently, tourism-based regional development utilizing community resources has been positioned as an effective measure for regional revitalization. However, in reality, attractive tourism resources are quite limited, and rather there are many unused resources in community. Hence, this study examined the process of tourism-based regional development by promoting utilization of unused community resources. Consequently, the mechanism of promoting resource utilization was shown in four types, namely “Cultural branding,” “Cultural marketing,” “Scientific branding” and “Scientific marketing.” Of these, the effectiveness of internal marketing practiced especially within community is analyzed from micro-meso level’s perspective by local stakeholders, and macro level led by local government, and the contribution of synergistic effect from these to regional development was considered.