Economic Study on Market expansion of Japanese rural tour ism under Globalization Trend

在调查中，使用定量和定性数据(全国邮寄调查和现场深度访谈)，调查了日本乳制品旅游企业的特点及其可持续经营的社会/经济条件。通过分析和讨论，澄清了日本奶农在可持续奶制品旅游管理方面面临的三个社会/经济制约因素：(1)当地市场条件效率低下，无法更有效地扩大其业务；(2)女性农民参与乡村旅游管理/决策的困难；(3)在不太有利的地区缺乏管理条件。

In the survey, characteristics of Japanese dairy tourism businesses and its social/economic conditions for sustainable management were investigated using quantitative and qualitative data (national mail survey and site depth interview). It was clarified from the analysis and discussion that Japanese dairy farmers were facing three social/economic constraints against sustainable dairy tourism management: (1) inefficient local market conditions to expand their businesses more effectively; (2) difficulties of female farmers' participation into rural tourism management/its decision making; and (3) lack of management conditions in less favored regions.