Sustainable Tourism through Coexistence with Natural Capital with a Focus on Hokkaido

Utilizing Hokkaido as a case study, this study explores the potential for sustainable tourism through coexistence with natural capital. Excessive tourism activity often damages natural capital. This study discusses methods for assessing natural capital and strategies for sustainable tourism. Specifically, through case studies of Otaru City and Biei-cho in Hokkaido, the research aims to understand the relationship between natural capital and tourism, proposing concrete steps toward achieving sustainable tourism. Otaru City is renowned for its picturesque canals and historical architecture, attracting numerous tourists. However, increased tourism has led to challenges such as environmental impact and congestion. Similarly, Biei-cho is celebrated for its spectacular natural landscapes and seasonal beauty, yet this scenery is potentially vulnerable to tourism-related impacts. This research investigates the content of tourism websites as a representation of local community perspectives on maintaining tourism sustainability through natural capital stewardship. Furthermore, social media data reflecting tourist sentiments regarding Otaru City and Biei-cho are analyzed. Positive and negative aspects are extracted from tourist emotional expressions concerning natural capital, and the evaluation and utilization of natural capital are discussed. Consequently, in addition to evaluating current tourism industry practices, this study offers a new perspective on how tourism can be harmonized with natural capital to contribute to the sustainable development of local communities.