Contemporary problems in Japan's rural areas and opportunities for developing rural tourism A case of Yamashiro District in Yamaguchi Prefecture

(Abstract) At present there are significant challenges in developing tourism in rural areas related to degradation problems. The challenging are common problems such as decline in the economic infrastructure, aging society and depopulation. Despite this, there are hopes for the potential of Yamashiro District, which faces similar problems in developing rural tourism. Rural tourism was first positioned as an important measure to realize positive changes in depopulated farm villages with the initiative of the Ministry of Agriculture, Forestry and Fisheries (MAFF), Japan. Utilization of resources at Yamashiro District through tourism is expected to provide benefits solving the problems exist this benefits include, accommodating the needs of tourists to be close with nature, creating awareness of the environment, appreciation of local culture, fostering good interaction between local communities and tourist , empowerment of local communities. The agricultural experiences along with farmer enthusiasm are used to attract visitors. It is becoming of value to developing tourism as a form of rural diversification. The purpose of this study is the identification of problems and exploring the potential of tourism in order to be successful in the rural tourism industry. For identification of rural tourism, SWOT analysis is used. This method is used to explain internal factors assessment (strengths and weaknesses), and externals factors assessment (opportunities and threats). This analysis will be useful in designing the recommendations for rural tourism that can be appropriately applied at Yamashiro District. According to the study, it is suggested that developing the potential in rural areas should be adjusted by balancing carrying capacity and local culture, thereby ensuring that the quality of environment and socio-cultural dimensions can be maintained and preserved