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Kumamoto DMC Interview

Asking Vice Governor Ono - On the Reconstruction of Tourism after the Kumamoto Earthquake

Hello. It is Nohara of the editor and Kumamoto editorial department.
In this article, Kumamoto (DMC) interviewed Mr. Yasuzu Ono, Deputy Governor of Kumamoto Prefecture, on future policies and initiatives toward the reconstruction of tourism in Kumamoto Prefecture after 1 years since the Kumamoto earthquake I am summarizing.


Taisuke Ono (Osamu Osamu) [Vice Governor of Kumamoto Prefecture]
I am from Tokyo. Born in 1974 (Showa 49) year.
Currently he is Deputy Governor of Kumamoto Prefecture, responsible for health welfare, business and tourism, agriculture, forestry and fisheries departments.
I am from Tokyo. After graduating from Faculty of Law at the University of Tokyo in 1999 years, after working as a consultancy company, in the 2008 year, as governor of Kamashima assumed the policy coordination participation of the prefecture. Serve as a deputy governor from 2012 year.
We will work on registration of the Aso area to the world agricultural heritage and promotion of food Valley concept which is the southernmost south promotion measure. Also, through corporate visits (top sales), he is committed to entering agriculture and attracting companies to Kumamoto.
In addition to serving as Chairman of the Furusato Investment Liaison Committee and Chairman of the Forestry Public Corporation of Kumamoto Prefecture, he is active in various fields such as Yatsushi Ship cruise promotion, Gochi village promotion, culture promotion. "Kumamoto handicraft pilot promotion project" introducing the seasonal Kumamoto season was awarded the Good Design Award of 2015 (sponsored by Japan Design Promotion Organization).
2016 year 4 After the Kumamoto earthquake in February, we are committed to the "creative reconstruction" advocated by the governor, and also disseminate the importance of measures against the disaster to local governments and the business community in each prefecture and Kyushu prefecture. Also serve as a chairman of the Sightseeing Reconstruction Conference to discuss by the experts towards the restoration of the tourism industry.
My hobbies are golf, tennis, drive, Ryukyu folk song (Sanshin), sake.

Interviewer / Kumamoto DMC Urakami / Sakamoto
Recording / Editing / Nohara
Interview performed / 2017 year 5 month

Major tasks after the earthquake

- After the earthquake 1 years have passed, what kind of issues does the current tourism sights in Kumamoto?

In terms of sightseeing, due to the occurrence of a big earthquake, access in the direction towards Aso is considerably worse than the situation before the earthquake, the national highway 57 and the JR Houshin main line have yet to be reconstructed. The fact that the convenience of tourists has been impaired is a big scratch caused by the Kumamoto earthquake and how to restore this is the biggest challenge.
Currently, access to Aso is restored by the alternative route of national highway 57 such as Milk Road and Tsuruyama Tunnel, tourists have returned to some extent, and it is getting in relatively good condition.
In addition, we are disseminating various information so that many people can come to Kumamoto, but it is hard to get back tourists away from the earthquake.

The most difficult thing is educational travel. When school excursion came to Kyushu, there were many Aso routes, but educational trips are 2, because I will make a reservation before 3 years, it has been greatly reduced because I canceled after the earthquake. How to revive educational travel is a big issue.
The same is true for inbound, which means that it will be reduced by 90%. Although it has returned gradually, it is difficult to come back easily if it faces another sightseeing spot as well.

How will the earthquake recover from the injuries in the infrastructure itself?
In addition, I think that it can be said that it is a ramification damage in a sense, but how can you come back to Kumamoto for tourists who once left away due to the earthquake?
I think these are the most important things to do as a response after the earthquake.

"Food" is an old and new tourism theme

- What kind of things are you working on to get back to Kumamoto sightseeing?

From this fiscal year we are working on measures specialized for food.
I believe that it is no doubt as a direction that we will attract customers by focusing on food and create a trend leading to sightseeing from there.
In a sense, I think that food is old and new theme.
Naturally when I come to a tourist spot, I think that there was such a pamphlet that there are such delicious things like this before.
However, from now on I understand that approaching people who are going to eat with more foods as the main purpose is to connect to sightseeing from food.
For example, there is an effort called a restaurant bus that is taking place in South Aso etc.
That is exactly that you are going to a sightseeing spot and going to a road station or restaurant to eat delicious food, not a normal flow, but to get on a restaurant bus to ride a restaurant bus.
And, farmers providing foodstuffs, or the natural environment where delicious things are made, the ocean and the rural areas are experienced.
In other words, if it is a tourist site so far, the purpose was to see the famous shrines and temples and castles, but food is the purpose. In a sense, it seems like it has become a fall of the main customer so far.


And I think that this matches landing-style trips.
What is that, there are many people who are doing wonderful agriculture even in areas without attracting facilities, not sightseeing spots. There are plenty places where you can see rice terraces, view valleys, and have good views.
I ran the bus in such a place and stopped on the way and I saw the scenery while eating there, which is a special experience, so setting it as the center makes it a different way from the tourism I have ever had.

- That's right. There is also a form in another area that strikes with "food" instead of staying at the other place.

So, I think that the charm of the area can not only sell not only the so-called sightseeing spots but also goods that touches the rich environment of Kumamoto and the activities of people with story nature etc. .
Are you going to devote your meal mainly now? There may be a doubt, but it is not so, I'd like to approach it a bit differently, in a different way than before.

- The window of food is wide. Kumamoto will also run on DMC, but as various entities do in various areas, I will touch various people and the layers that come will increase, so I think that such a flow is good.

About CRM (Customer Relationship Management)

- What is important for sightseeing in the future of Kumamoto?

Last year after the earthquake we launched the "Kumamoto Tourism Reconstruction Meeting" to try to think about creative reconstruction on a zero basis, but among them the launch of the DMO, which is a nationwide movement, even in Kumamoto prefecture I was told. Kumamoto DMC was launched on a private basis, and regional DMO also appeared in Yatsushiro and Tamana. I think whether the movement that has taken off from the sightseeing of the past has come out like landing type, using the local regional resources firmly to disseminate, and going to marketing and sales.
Your company (Kumamoto DMC) is to conduct marketing using big data, but we think CRM (Customer Relationship Management) is important as an approach to customers.
The essence is to gather each customer's data properly, analyze it, and what kind of products are sold to what kind of customers?
If you work with local people who have customer's information on their own company or have customer's information and know the local resources, you can make an appropriate approach to the customer base.
I think that if you do firmly on both sides of firmly grasping the macro flow of big data and hitting a promotion and approaching each customer by CRM, I think that results will be quite successful.

-I think so. We deal with big data, but we think that approach to each customer is very important as well.

◎ DMO (Destination Management · Organization)
A corporation that is familiar with tourism resources in the area, such as tourist properties, nature, food, arts / entertainment, customs and customs, and cooperates with the area to make tourism areas. (Quoted from "JTB Research Institute")
◎ Big data
Terms that represent collections of huge and complex data sets that are difficult to process with commercially available database management tools or traditional data processing applications. (Quoted from "Wikipedia")
◎ CRM (Customer Relationship Management)
A method to maximize earned revenue by strengthening relationships with customers by making full use of IT.
A strategy to subdivide customer needs by utilizing customer database and apply optimal marketing mix to that customer group.

> Next page "Ultimate for tourism turns into a fan"

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Nohara

Nohara Born in Chiba Prefecture. It was a residence for a couple years ago when I was a student at the time when I was on a remote island · Goshiura in Amakusa, where there was no edge. My hobbies include shipbuilding, roping, etc. I like fish dishes such as sashimi and "I like to keep eating tasty fish" is a recent feeling.

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Nohara

Nohara Born in Chiba Prefecture. It was a residence for a couple years ago when I was a student at the time when I was on a remote island · Goshiura in Amakusa, where there was no edge. My hobbies include shipbuilding, roping, etc. I like fish dishes such as sashimi and "I like to keep eating tasty fish" is a recent feeling.

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  • 12