Extending a Welcome to International Tourists:

Abstract

Japan saw remarkable growth in the number of international tourists in the 2010s. In Kinosaki, a hot springs town in Toyooka, Hyogo prefecture, the number of international tourists increased 36 times in a span of 5 years. This case will look at Nishimuraya, a ryokan (traditional Japanese-style inn) in Kinosaki with more than 100 years of history, and its efforts to welcome international tourists. With the aim of providing the same experience for Japanese and international customers, Nishimuraya has attempted to become multilingual, as well as recruiting and training staff fluent in English. Moreover, as the preferences of international tourists change from tangible to intangible, Nishimuraya is trying to come up with new experiences to offer. Based on interviews of managing director Keiichiro Ikegami and global marketing chief Colin Fukai, this case shows how Nishimuraya differentiates itself while maintaining the spirit of “coexistence and mutual prosperity” that has long prevailed in Kinosaki.

Keywords

• tourism
• inbound
• hospitality