Abstract
The purpose of this paper is to discuss the struggle between "townscape preservation" activities and "conversion to modern townscapes" in Japan's historic tourist destinations from the perspective of “institutional logics” (Friedland and Alford, 1991; Thornton and Ocasio, 1999; Thornton et al., 2012). Many travellers yearn to experience not only Japan’s rich natural environment, but also visit its historic townscapes, shrines, and Buddhist temples. However, such historical buildings were eliminated during Japan’s reconstruction after World War II from the viewpoint of economic rationality. On the other hand, some actively tried to use these historical buildings from a business perspective, not just for their protection. Therefore, this paper discusses how both parties valued the townscape, and the actions they took to legitimise it from the perspective of “institutional logics”. As a case study to illustrate this point, this paper discusses the conflict between the residents of Katori City, Japan, where a traditional townscape has existed for over 200 years, through the preservation of the townscape and economic activities.