Author(s)

YASUO OHE

Abstract

This paper explores the new directions of rural tourism and potential demand characteristics under the new normal resulting from COVID-19 based on an internet questionnaire survey targeted at inhabitants of large cities in Japan. Specifically, this paper reveals the features of potential demand targets, required rural attractions, and essential facilities for micro-tourism, defined herein as tourism around the neighbouring areas of tourists and workcation as the combination of remote work and vacation. Findings were that micro-tourism attracts interest particularly among the mature and workcation attracts interest among younger generations. This is in contrast with the fact that the young have shown lower interest in rural attractions and life than older generations. The natural environment, rural heritage, and local food are three common major attractions for the two types of tourism. Respondents expressed that basic business facilities and restaurants should be available for a workcation. COVID-19 promoted digitalization such as online travel agents and extended the area of e-hospitality based on digital technology in addition to on-site traditional face-to-face hospitality. Thus, operators should understand that hospitality starts at the device terminal and explore how to integrate these two types of hospitality well.

Keywords

COVID-19, rural tourism, micro-tourism, workcation, e-hospitality, resilience