Industry-Level Responses towards Changing Linguistic Environments: A Case Study of Kumamoto Tourist Industry Breakout Session 5 OECD-Japan Seminar Aoyama Gakuin University Oct 23, 2008 Judy Yoneoka （ Faculty of Foreign Languages Kumamoto Gakuen University)

Goals of this Presentations  1. Provide a specific example of how local linguistic landscapes can change with environmental pressures, and how linguistic auditors can provide impetus for those changes by raising awareness  2. Discuss institutional support for tourism and its sub-industries (hotels, souvenir shops, restaurants, etc.)  3. Introduce my “second” home town Kumamoto

Linguistic Auditing in Japan Honna, N. et al. (2006) Working Group Language Auditing AND Communication Auditing (cross-cultural communication, politeness strategies, listening strategies, ability to formulate and share opinions, etc.) = Linguistic Auditing

4 International Tourism in East Asia  In 2004, China received 109 million visitors from overseas, 60 times that of  Recently, TTG Asia cited China as the 2004 best travel destination in the world.  In 2006 international tourists to Japan were 7,334 thousand PAX, up 9.0% compared with last year, and renewing the record high.  The number of Koreans travelling abroad passed the 10 million mark for the first time in 2005, growing at a rate of 14.2% for the year.

5 Focus on the Tourist Industry in Kumamoto  1. Kumamoto as a tourist town –In 2003, Kumamoto declared itself a tourist town –3-year plan ( ) to develop tourism –400 year anniversary of Kumamoto Castle  2. Kumamoto as the heart of Kyushu –Kyushu Bullet Train to be completed in 2012  3. Kumamoto as an international town –Government and NPO supports

6 International Tourists to Kumamoto （２０００－２００６） Japanese tourists (x100) International Tourists =1/100 = 3/ = 4.3/100

7 Where do Kumamoto tourists come from? Korea 59%64% Taiwan 22%19% US 5% Hong Kong 2%3% China 2%

The Changing Linguistic Landscapes in Kumamoto

The Kumamoto Prefecture Website

Four-language Reference Manual (available on Kumamoto Prefecture website)

ASO DESIGN CENTER (NPO)

THE KUMAMOTO LINGUISTIC AUDIT  partially funded by a grant from the Institute of Business and Management, Kumamoto Gakuen University –Stage 1A Survey of local tourist businesses: hotels, sightseeing spots, transportation, information centers, etc. –Stage 1B Survey of foreign residents, visitors and potential visitors (esp. from Korea and China) –Stage In-depth study of selected business(es) and implementation of language strategies

Preliminary findings  Most Kumamoto residents need more information on shopping and transportation.  Most Koreans and Chinese have heard of Kumamoto, never been there, but would like to go if cost and language needs were met.  Every tourist related industry felt the need for more ability in English and most (but not all) for Korean, fewer for Chinese  Hotel needs were highly enterprise-specific  Aids are available but not useful/used  Enterprise-based support is minimal –Only one of 17 hotels supported language classes as part of business training

Specific needs  specific solutions  travel agency I. about 3-5 foreign customers a week, most of the employees can communicate in English; one Chinese. BUT they have no written information in other languages at all. =If they make information available in foreign languages, it will help to attract foreign customers.  travel agency W. about 2 foreign customers everyday. BUT only one employee can speak English. =If most of the people at the counter could speak English, they could give the service that the customers want. Since they get many foreign customers so far, every employee at the service counter needs to improve his or her English.  travel agency J. no foreign customers BUT 4 people speak English, one Chinese. =If they advertise that they can speak English and Chinese, they can attract more foreign customers.

Specific Solutions  Specific Results Suizenji Park

Entrepreneurship at work: the “Hitoyoshi solution” Another application: a hotel in Aso

The Kumamoto Searchable Website (under development)  1 st step – select language  2 nd step – select Bullet Train station, interests, time available, budget, etc.  3 rd step – receive suggestions for itinerary based on personal conditions and preferences –  Chinese explanation of Seinan War  Link to Prefectural site?

Conclusions  1. Influence of linguistic environments can produce localized responses at government, GPO and industry levels  2. Responses vary according to needs (and hopefully lead to viable solutions)  3. If you come to Kumamoto, please prepare to be welcomed in Japanese, Korean, Chinese and English!