"Connecting" with Visitors

While conducting research for my doctoral dissertation, my research supervisor told me an interesting story about the time he was in charge of the Japan National Tourist Organization (JNTO) Office in Europe. He said that he was receiving a number of calls from people in a small English town, asking why bus loads of Japanese tourists were there.

"These folks are taking pictures of an apartment building...Why?"

"What is the big deal about this nondescript building in the middle of nowhere?"

Upon investigation, Professor Ogata found out the reason.

The famous Japanese writer, Natsume Soseki, had been a resident of this building during his stay in England.

Soseki (1867-1916) ranks along with Mori Ogai as one of two giants of early modern Japanese letters. Although Soseki began his career as a scholar of English literature, he later resigned from his position at Tokyo Imperial Univ. to devote his time to writing. His first published work, Wagahai wa neko de aru [I am a cat], a satirical portrait of human vanity, was followed by increasingly pessimistic, brooding novels such as Kokoro [heart] and his unfinished masterpiece, Meian [light and darkness]. Soseki's works often dwell upon the alienation of modern humanity, the search for morality, and the difficulty of human communication.

In 1900 Soseki received a government scholarship and went to England, where he stayed two unhappy, lonely years. However, his time Soseki spent usefully, writing, reading, and starting to develop a literary theory in which he tried to combine Japanese tradition with western psychological approach. Soseki’s reflections of his stay in England were published in the Asahi newspaper in 1909. On returning to Japan, he become professor at the Imperial University, succeeding the American writer Lafcadio Hearn (1850-1904).

Professor Ogata explained that what drew the Japanese visitors to this spot was Yukari, or "connection" (in Japanese) that they felt with this destination. This destination did not have much of a meaning for others, but for the Japanese visitors who made their way to this spot, it had a meaning--one worthy of a visit, connecting them with one of their favorite writers of all time.

So how does this story apply to you and your destination? Yukari is important with visitors, and not just with the Japanese. We all should reflect on what our destinations can offer to our major source markets. In order to find out how your destination can maximize on Yukari Tourism, check with experts on your source markets who understand the culture and history as they apply to leisure-time pursuits such as tourism.