Click to increase image sizeClick to decrease image sizeAbstractIn recent years, many regional cities that had relied on their industrial base and central function for the surrounding areas have experienced varying forms of decline, including population shrinking and ageing. During the wave of municipal mergers, these cities have integrated many peripheral municipalities with the aim of administrative consolidation—even when there were only weak connections between them. As a result of deindustrialization and municipal merger, a new trend has emerged among regional cities to promote tourism, which has always been a prominent regional development tool in peripheral areas, as a tool for both revitalization and the integration of newly created administrative units. Based on examples from Hiroshima Prefecture, this paper examines strategies for identity and image construction in regional cities, identifies the actors involved in the development and implementation of these strategies, and evaluates their success not only in terms of tourist number, but also in terms of long-term effects on regional identities. It becomes apparent that tourism is actively promoted mainly by cities with a declining industrial base and population. However, post-merger images created by the new municipal authorities often do not succeed in integrating the local identities of formerly independent units. Furthermore, this new kind of tourism promotion is rarely accompanied by improvements of the urban environment. The private sector becomes involved in image construction only in cities where tourism is already established. Here, not only private enterprises, but also a large variety of citizen groups are committed to conserving and promoting tourism resources.
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