However, Japanese demand for NBT peaked in 1991 according to national indicators such as the number of national park visits (Pergams, Zaradic 2008). The subsequent three decades of declining visitation have been explained in terms of the shrinking population, economic decline of rural regions, market dynamics changes, and ineffective management (Jones 2012). In response to the downturn, the multi-faceted paradigm of ecotourism (eko-tsūrizumu) has been promoted by public and private sectors to reinvigorate the NBT market (Jones 2012; Hasan 2017). Yet despite devoting substantial economic and political resources, considerable challenges surround the development of NBT in Japan due to low levels of market penetration of ecotourism. For example, in a three-year consecutive survey of 500 people in the Kantō area, only 3.6% (2004), 2% (2005) and 3.4% of respondents in 2006 self-reported to have ever experienced ecotourism (Japan Ecotourism Society (JES), 2007). The next section explores whether the long-term decline in domestic demand can be partially offset by recently emerging trends and new motivations from the international market.
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