第I編 グリーン・コミュニティ・ツーリズム

Abstract

Why shall we, urban citizens have green tourism? Do we want to escape from the urban desert where we are lonely and to be members of green community or organic movement community? "Person cannot live on bread alone." Do we all long for words and love grown by green community? But we have ambivalence about the community. One feeling is longing for love and dependeney-feeling, the other feeling is escaping from the common tie. So the community has freedom based on market economy supported by green (eco) money and Volunteer. Green-Money (eco-money) is needed by green prosumerism. The Green-Money works to develop the movement from Green Consumerism to Green Prosumerism. Green Prosumerism means the movement that consumers (→ end users) take part in production process. Our urban lives as a consumer are lived in market economy to buy goods at retailshop and in non-market one to use the goods at home. Just like such a home and retailshop, the community also has both the market economy and the non-market economy to avoid communism or fascism, imaging Porpot ruralism. Green tourism also shall build such a good community with the both aspects. This Green tourism community shall develop from the individual relationship with the rural farmer through the group relationship with the rural community to our urban community relationship with the rural community. The green tourisim makes this relationship develop from the point through the line to the face, from the rural or urban individual through the relationship between the rural one and the urban one to the relationship between the rural community and the urban community. This development makes CSA (Community Supported [organic] Agriculture) stronger and stronger. The Organic Certification Rule officially announced in The Japanese Government News Letter ('Kanpo') 20/January/2000. The essense is this as follows : 1. About organically grown produces certified by the organization authorized by Japanese MAF (Ministry of Agriculture and Forestry), the vegitables 'seeds or young vegitables' plant (egg plant and so on) or grains (rice and so on) seeds should be planted in the farm which has had no pesticide and chemical fertilizer for 2 yers and over. And the fruits should be harvested from the tree which has had no pesticide and chemical fertilizer for 3 yers and over. 2. About conversion (transformation from conventional produce to organically grown produce) period produces, 1 year and over should have passed before the harvest of those vegitables and grains as well as those fruits. 3. About wild natural produce (mashroom and so on), 3 year and over should have passed before their harvest. We hope this certified organic label on the produce will make sure organically grown produce or not or differentiate the real organically grown produces from the conventional one to protect the consumerism (→ a prosumerism [producer+consumer] Tofler A.) movement and the consumers (→ a prosumerist). But we are afraid that the real organically grown produces from overseas, China and USA etc. may increase more and more. For the solution of this problem the most prosumerists should have strong green community linkage between them and organic growers, and the Japanese government should practice the agricultural policy to protect the Japanese organic growers against free trade policy of WTO. This interim report shows this different developments from the viewpoint of the marketing communication media and mix between them, which are 4Co's [Community] : Contents/Costing/Corridor/Communication instead of '4P's : Product, Price, Place, Promotion [McCarthy], ' the viewpoint of the individual green conscuoisness or the community green meme and the viewpoint of the real community or virtual community or the combination of them, looking into the organic agricultural movement or CSA (Community Supported Agriculture) movement.