ABSTRACT
Introduction Hokkaido and Austria have many similarities. They have a similar land area, are at the same northern latitude and are rich in tourism resources like nature and culture throughout the year. Also, since they have been hosts to the Winter Olympic Games, they have become well known worldwide as winter leisure destinations. However, while Austria is a global player in the tourism industry, the Hokkaido government (2010a) estimates that approximately 85 per cent of its visitors come from Hokkaido, but foreign visitors account for only 6.4 per cent of overnight stays on average. So, why is Hokkaido not as successful as Austria with regards to inbound tourism?
