Konosuke Matsuhita Memorials Foundation Research Grant Report (Number: 16-604)
Understand the Impact of Kumamoto Earthquake on International Tourism of the Region
Bui Thanh Huong, Associate professor of Ritsumeikan Asia Pacific University, JapanINTRODUCTIONOn April 14 and 16, 2016, a series of major earthquakes began to shake the island ofKyushu, mainly centering on the city of Kumamoto and Oita prefecture. The traveling epicenters
can be seen from the map to place along a single line dividing the large island of Kyushu intotwo, with three major clusters in Kumamoto/Mashiki, north Aso and Yufuin/Beppu. The
earthquake has destroyed physical infrastructure; and the media ‘bomb’ with tendency to covernegative news of the disaster has created a climate of fear of travelling to and concern about
safety of Kyushu region. Long-lasting effect of negative media coverage poses great challenges
to authorities and tourism industry to implement appropriate strategies to control the ‘damages’
effectively and efficiently. This is a timely project about the most recent natural disasterdevastating Kumamoto and Oita, where (international) tourism has become increasinglyimportant. The study emphasizes on the missing link of tourism into disaster planning andmanagement. In particular, the researcher investigates:(1) The extent to which Kyushu tourism destination image that has been destroyed by media
coverage of the natural disaster;(2) The degree to which the destination image has been restored through post-disaster recovery
campaign, and(3) Learning experience from other destinations affected by natural disasters, such as Kobe andMiyagi prefectures.
STUDY METHODS
The researcher utilized the Sustainable Livelihood Framework to assess sustainability recovery
with two tasks: (1) Assessment of institutional arrangements for disaster management; and (2)Restoration and development of human, social, natural, economic and institutional capital fromtourism-related activities. Qualitative interviews were conducted with representative of tourism
association of in the cities of Beppu and Yufuin in Oita prefecture and in Kumamoto city andKurokawa village of Kumamoto prefecture. In addition, interviews with hotel business owners inthese areas were also been performed. In addition, quantitative approach using online survey wasalso performed on international visitors in Oita and Kumamoto to investigate the degree of risk
perceived when travelling to disaster-affected area in Kyushu. Also, comparative study was also
formed with field visit to Kobe and Myiagi prefecture to investigate how post-disaster recovery
1was restored, educated and broadcasted. The researcher visited document center, disastermemorials museums and actual sites affected by Great Tohoku Earthquake and tsunami.
FINDINGS
Theories of disaster management for tourist destination often address the 4Rs strategies(Reduction, Readiness, Response and Recovery), and tourism managers should change theirthinking from reactive approach to tourism disaster management (response and recovery) toward
a proactive planning approach (reduction and readiness). Our initial investigation on the recoveryof Oita and Kumamoto after the earthquake revealed that both prefectures were reactive in
response to the disaster. The tourism industry has yet been integrated in the reduction andreadiness phase of disaster planning. There has been lack of communication between functionsof disaster prevention and tourism. Conflicts were inherent in tourism promotion as disasterwarning and impacts are not favorable themes for destination image formation. Therefore,
disaster prevention has often been eliminated from tourism promotional campaign. Among risk
associated with disaster, visitors were highly concern of frequent after- shocks, treats of volcanic
eruption and tsunami.
Post-disaster recovery of tourism sector has also taken different paths. City-based
business hotels recover quickly owing to large demand for accommodation for construction
workers, such as the case of business hotels in Tohoku or Kumamoto. This particular demandsustains the business for hotel for a couple of months even years after disaster. However,traditional Japanese hotels (ryokan) are struggling to survive their business. Several innovative
strategies have been implemented, including renovation of facilities, changes in market focus andworkers recruitment policy at the traditional ryokan. One of the main reasons being identified
was that negative media coverage, however, has seriously impact the destination image andslows down the recovery process for Japanese domestic tourism market.
In areas affected by earthquake (Kobe -1995) and Miyagi (2011), post-disaster sites andstories have turned into disaster prevention center for educational purpose. Numerous sites
affected by disaster have maintained and became significant part of kataribe, disaster related
story telling for visitors who are willing to learn of what happened at the sites.
IMPLICATION
Practically, linking tourism into disaster planning and management in Kyushu will set a case forother regions which are seeking to diversify its development through international tourism, andat the same time are sensitive to natural disasters. This calls for close coordination between
department as well as a more comprehensive strategy to promote destination after disaster.

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