To effectively convey the charm of a region, including its rich nature, culture, and the lifestyles of its residents, to tourists while ensuring respect for the local community and fostering a mutually comfortable relationship for sustainability, what kind of communication is necessary? In the second seminar focusing on sustainable tourism, we engaged in discussions with various experts, including Mr. Takeshi Tajima, who specializes in building corporate fans.
Communication between the local community and tourists is essential for mutual harmony and happiness
First, Yuya Tsuda, a researcher at the UNU-IAS OUIK, explained the initiatives of “Kanazawa SDGs Tourism” that Kanazawa City is promoting regarding communication for sustainable tourism.
Additionally, it was mentioned that while international travelers tend to value their contributions to the local area, Japanese travelers tend to avoid actions that consider the environment, stating reasons such as, ‘I don’t want to think about environmentally conscious behavior while traveling.’
He concluded by stating, ‘It is important for the local community and tourists to communicate with each other, and it seems to me that building a fan base can lead to mutual harmony and happiness’.
Steps to Create a Beloved Community
Mr. Takeshi Tajima
After working for about 20 years at Patagonia Japan, Takeshi Tajima founded Fascinate, Inc. in 2019. He focuses on creating fans for companies and developing beloved brands that walk alongside their fans. Using Patagonia’s marketing strategies as examples, he highlighted three key aspects of the fan-building process, noting that approaches differ significantly depending on the industry and whether the model is BtoB or BtoC.
① Clearly define who you are and tell your story
Branding means being recognized as a “special entity” and continuously “communicating” (+ING concept) to maintain that recognition. If emotions do not remain in the audience, true branding hasn’t occurred. First, determine your company’s identity and what you aim to achieve. Once your message is defined, it’s crucial to take actions that align with that message.
② Designing the Experience
It is necessary to unravel the steps through which individuals become fans and to execute communication accordingly. Although customers may have a strong affection for a brand, if the company responds coldly, they risk losing the customer’s interest. To foster deeper relationships with customers through “customer engagement,” it is essential to care for employees’ feelings and create a joyful environment, to enable them to deliver the best possible experience.
③ Advocate the “Elephant,” Not the “Rider”
The “rider” represents rationality, while the “elephant” symbolizes intuition. Using Patagonia as an example, if the company emphasizes that their products are made from organic cotton, it gets processed through rational thought. Instead, they appeal to emotions, highlighting aspects like how “cool” or “comfortable” the items are. Patagonia has a rule: they only discuss the use of organic cotton with customers who have already made a purchase.
Mr. Tajima advises, “Starting with the topic of SDGs can often feel detached, so it shouldn’t be the entry point.” He emphasized that engaging in intuitive communication through pleasant interactions that share common values is a key lesson learned from Patagonia. The journey to create and maintain fans is long, moving from “surprise” to “empathy,” “trust,” and “attachment.” He adds that “the enthusiasm of employees” is crucial for easily achieving “surprise” and “empathy.”
When considering how Patagonia builds and maintains its fan base in the context of Kanazawa and Ishikawa Prefecture, it is likely that many insights can be gained.
How to Build a Fanbase? A Panel Discussion
Tourists seek enriching travel experiences, while local residents hope visitors enjoy their community. Meanwhile, tourism operators curate and showcase local attractions. The discussion, coordinated by Mr. Tajima, began with the question, “How do we define allure and cultivate it into a fanbase? Let’s consider this from the perspective of the SDGs.”
The panelists included four individuals: Mr. Tsuyoshi Hibino, a staff member from Hakusan City and an expert with the Hakusan Tedorigawa Geopark Promotion Council; Ms. Rie Ashina, an assistant professor in the Community Cultural Studies Department at Hokuriku Gakuin University, who possesses extensive knowledge of the travel industry; Ms. Maiko Kageshima, who is involved in the production and editing of the English-language free newspaper “eye on Kanazawa” for foreign visitors at Artex Co., Ltd.; and Mr. Shungo Hayashi, a director of Cominguru Co., Ltd., which operates private lodgings such as “Tabi-ne,” who participated remotely.
Mr. Shungo Hayashi
*Below is a summary of some key points
Hayashi: To prioritize sustainable tourism, we must decide whether the focus will be on urban development or attracting tourists; otherwise, we won’t be able to align our efforts. Personally, I believe the emphasis should overwhelmingly be on urban development. There is an appeal in places where local residents enjoy their lives, and it’s ideal to allow travelers to experience that lifestyle—traveling as a way of living. From the perspective of SDGs (Sustainable Development Goals), I think human connections will become increasingly important in the future.
Hibino: It seems to me that having local people become fans and then promoting that enthusiasm to tourists is the best approach.
Ms. Rie Ashima
Ashina: An analysis of surveys from when the Shinkansen first opened shows responses indicating that “the staff’s attitude was cold.” From the perspective of Kanazawa residents, they might have felt embarrassed and struggled to express themselves well, but I think there was a lack of training in hospitality for welcoming customers.
Hayashi: Hospitality cannot be generalized; if people’s expectations differ, issues will arise. Choosing the right customers seems to be extremely important.
Kageshima: Foreigners coming to Kanazawa often praise the city, especially noting the kindness of its people. Many foreigners appreciate that the atmosphere isn’t overly commercialized. This leads me to wonder if it might be better for Kanazawa to remain unchanged
Ms. Maiko Kageshima
Tajima: Various innovative initiatives by tourism operators are likely to create something sustainable, which could lead to surprises for others and build loyalty.
Hayashi: It’s crucial to clarify what we want to be. If we start saying that sustainability is important without any underlying vision, we will end up with something uninteresting.
Ashina: Tourism should be seen primarily as a means to an end, not as an end in itself. It serves as a way to sustain the community or continue our livelihoods; it is just one of many tools. I feel that the choice of whether or not to engage in tourism should be made by each individual within the community.
Mr. Tsuyoshi Hibino
Hibino: The Geopark seeks to connect various elements and focus on how to sustain the region. I believe we need to approach tourism not just in a fragmented way, but rather comprehensively.
Tajima mentioned that in Patagonia, there’s this saying: “No business can survive on a dead planet.” It’s pretty clear we need to change something. I think within the time and resources we have left, it would be great if we could come up with some innovative ideas for people, he wrapped up as the panel discussion came to a close.
