Tokyo Metropolitan University
Tourism Strategy

This is an official website of the Tourism Strategy Project conducted by Public University Corporation Tokyo Metropolitan University.

Tourism Strategy Study Group

2019.03.01

Eighth Tourism Strategy Study Group: Seiichi Mizuno, Representative Director, Institute of Marketing Architecture Co., Ltd.

image-0

Eighth Tourism Strategy Study Group: Seiichi Mizuno, Representative Director, Institute of Marketing Architecture Co., Ltd.

The Eighth Tourism Strategy Study Group was held Thursday, December 20. Mr. Seiichi Mizuno, Representative Director of the Institute of Marketing Architecture, spoke on the theme of “Cultural Power over Civilizational Power: Toward a Tourism that Values Effectiveness over Efficiency.”

Following a career that included serving as President and CEO of Seibu Department Store Co., Advisor to Netscape Communications of the U.S., Special Visiting Professor at the Keio University Faculty of Policy Management, and member of the House of Councilors, Mr. Mizuno is now involved in a wide range of projects in areas including regional redevelopment planning, new product development and deployment, support for entry by foreign firms to the Japanese market, and consulting on corporate reorganizations.

His lecture began with an explanation of the differences between civilizational power (technology and skills) and cultural power (history and narrative). Pointing out that management grounded in cultural power will be a key topic in the markets of 2020 and beyond, he described the need in the tourism industry to provide tourism services focused on high quality by drawing on cultural and historical value, rather than focusing solely on the pursuit of quantity in the form of numbers of foreign visitors to Japan.

During the Q&A session, participants asked questions on various topics, including Japanese values, the need to promote multilingual capabilities, and how to acquire cultural power. Mr. Mizuno heard and addressed each question.

 Share this article
to TOP