Abstract

This study clarifies the boundary between the “exchange population” (i.e., tourists) and the “related population” (i.e., a population having a relationship with a specific region, but not residing in it). I examine the signs of change among tourists in recent years by quantitatively analyzing the transformation process from “Tourist 1.0,” representing conventional tourism, to “Tourist 2.0,” who espouses a new, responsible tourism. I show that, through immersive experiences at tourist sites, including involvement with the related population, the Tourist 1.0 can transform into Tourist 2.0. This study forms the basis of a new and sustainable regional revitalization strategy for regions with declining populations.