Exploration of How the Whale Shark Culture in Okinawa,Japan Successfully Activated Local Tourism

• Main Authors: Chiu, Ping-Jan, 邱平然
• Other Authors: Chen, Chao-Chien
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/df2f5k

碩士 === 亞洲大學 === 創新與創業管理碩士學位學程 === 107 === Abstract This study adopts practical and technical reporting as a method for assessing tourist participation in activities and events. Through a literature review and analysis, interviewees were selected for interviews regarding the culture of whale shark fishing with a set net. In this study, participants were asked to respond from the perspective of a promotion staff. Semistructured in-depth interviews, focus group interviews, and on-site observation were conducted to analyze, discuss, and clarify how the whale shark culture in Okinawa activates the local tourism industry. The research methods include qualitative direct observation, participant observation, and in-depth interviews, and the analysis method used was the strength, weakness, opportunity, and threat (SWOT) analysis. The results obtained are as follows: 1. Strength analysis: the collaboration between Yomitangyokyou and the diving company TopMarine Zanpa in the business of whale shark fishing using a set net has successfully been incorporated into local tourism and has attracted Japanese and international tourists. This business has yielded substantial annual economic benefits, and its ecofriendly operations are recognized by most tourists. 2. Weakness analysis: although earthquakes occur in Okinawa, their level of influence on tourism is moderate. However, seasonal typhoons in the summer often affect the tourism industry in Okinawa. Because most tourists visit the said island by airplane or large cruise ships, the government and tourism industry should adjust relevant prices and promptly and accordingly to meet market demands. 3. Opportunity analysis: Yomitangyokyou has cooperated with the Ocean Expo Park for 28 years. First, Yomitangyokyou Harbor sends a fish catch to the aquarium on a daily basis to supplement the aquarium. Yomitangyokyou contributes substantially to local tourism. In particular, 100,000,000 tourists or more are attracted to the harbor to watch whale sharks each year. 4. Threat analysis: in South East Asia, for example, the establishment of Zhuhai Chimelong Ocean Kingdom and the Guangzhou Chimelong Zoo had a profound effect on the tourism industry in Hong Kong Disneyland, particularly when the number of tourists in Zhuhai and Guangzhou continued to increase. Wild whale sharks, great white whales, and other aquatic animals in Zhuhai Chimelong Ocean Kingdom in particular attracted numerous tourists from China, Hong Kong, and Taiwan. Tourism administrations in Zhuhai and Guangzhou have promoted tourism in these two areas through travel agencies to prompt self-service tourists from Taiwan, Thailand, the Philippines, Europe, and the United States to visit Zhuhai Chimelong Ocean Kingdom and the Guangzhou Chimelong Zoo. Significant changes are predicted for 2018–2020 regarding the topic of whether the willingness of tourists in visiting Okinawa is indirectly or directly affected by tourism in Okinawa Churaumi Aquarium and whale shark culture in Yomitan village. Keywords: Whale Shark Set Net, Qualitative Research