3.1 Research Strategy
This study utilized mainly qualitative methods for data collection and analysis. It starts with interviews and scholarship to collect data with experts in the field who have devoted substantial time and effort in gathering information on special plants as the main subject of the research. The focused interview led the researcher to look for relevant literature about medicinal plant and its associated knowledge in Japan with a keyword (Yakuzen) and how this knowledge is developed as well as its applications in food culture and tourism. The review of literature determined the lack of literature on tourism applications medicinal plants in Yakuzen literature itself and among who are using such plants in their business such as restaurants and other parts of food tourism industry.
The literature review has brought insight for data collection which is mainly conducted and focused in Oita prefecture where the researcher could find access to a unique source of data through scholarship. Data collection methods for this research includes expert meeting and focused group interview and direct and participant observation. The author has attended several events relevant for medicinal food processing and certification groups and related activities before starting data collection with the industry such as restaurant owners and staff.
3.2 Data Collection
This research utilized interviews and direct observation as main methods for primary data, it also looks at the existing literatures to find the most relevant area which backs up the primary data
and in order to emphasis on tourism applications of medicinal plants in Japan in general and in Oita prefecture.
3.2.1 Interview
The interviews were conducted in order to gain empirical data to answer the research questions and fulfil the research objectives.
1. Research Question 1: How is diversity, seasonality, geographical location of medicinal plant is utilized in tourism promotion in Japan?
In order to answer this research question, expert interview is conducted. Expert interview, in essence, is doing an interview with any individual that is considered by the researched to possess a knowledge, that it not unique to himself or herself, but may not be available to other individuals working on the same field with the specific circumstances (Meuser & Nagel, 2009). The aim of expert interview is to serve as an exploratory means, that the expert interview will equip the research with a starting point, or an initial foundation, upon which hypothesis or structure of the study area may be generated (Bogner & Menz, 2009). To fulfil the conditions mentioned above, this expert interview was conducted with a researcher that has been doing a research about medicine and medicinal plant in Oita Prefecture for more than 30 years. The result of this interview, which will be explained more in the next chapter, determined more than 200 edible medicinal plant species that are available in Oita Prefecture.
From this sum of determined species, the expert then proceeded to recommend 40 most popular edible medicinal plant that are considered most likely to be found in restaurants and souvenir shops. The recommendation was made according to these considerations: (1) that the plants is readily available, (2) that the plant is commonly used in Japanese household, (3) that the plants are considered versatile in terms of
2. Research Question 2: How is the uniqueness, availability and health and nutrition facts of medicinal plant is utilized in tourism promotion in Japan?
In order to answer this research questions, a survey based on the result of the expert interview is created. The survey contains the list of recommended edible medicinal plant, which then was used to determine how medicinal plant is being utilized in Oita Prefecture. Semi-structured interview, which give more flexibility, as the interviewer can do follow up questions based on the interviewee answers, in order to obtain more descriptions from the perspective of the interviewee (Brinkmann & Kvale, 2015; Brinkmann, 2018). The semi-structured interview is done together with the survey, with a sum of 27 souvenir shops and restaurant owners that were willing to participate in the research.
3. Research Question 3: How are the local communities is affecting the use of medicinal plant in tourism promotion in Japan?
In order to answer this research question, an in-depth interview with business owners that utilize medicinal herb in their business is conducted, in order to gain a better understanding on how medicinal plant can be utilized in a business, and also to understand how the local communities are involved in the use of medicinal plant in food tourism. Furthermore, participatory observation in exchange activities with local communities and educational institutions will also give a closer look on the perspective of promoting tourism using medicinal plant.
3.2.2 Observation
One of the methods that are employed in this research is through observation. Visual observations can be defined as data that are collected through visual means, and are being described as such to accompany the primary subject of the research with the occurrence
surrounding the subject (Margolis & Zunjarwad, 2018). Visual observations, supported by the evidence in the form of photographs, are giving this study a deeper understanding of the subject, and giving the reader a chance to understand more through the accompaniment of a picture. The visual observation is done in every site where the interview is conducted, in the restaurants, souvenir shops, and the site of the business that utilize medicinal plant as their main attraction. The other type of observation method that is employed is participatory observation, which was done as the author participated in classes and workshops related to medicinal plants conducted by the experts, and in several scholarly and exchange activities with high school students from Yufu City and Kunisaki City.
3.3 Research Sites
Holistic perspective of wellness opens the possibility of approaching health, not only through medical treatments, but also through food and drinks. Preliminary observational study and literature review shows that Japan, and especially Oita Prefecture is rich with resources in medicinal plants, not only in natural resources, but also in heritage and cultural resources.
Beppu city is being chosen as the research sites, as it is one of the most famous Health and Wellness tourism destination in Japan. In Beppu city, the experience offered in resorts is not only about bathing, onsen, and medical treatment, but also about food. This study will explore the situational analysis and the possibility of medicinal plant utilization, with the aim of presenting suggestion on how medicinal plant can be further utilized in Beppu City, as a tool for tourism promotion and development.
Tomiku Chaya and Oga Farm were being chosen as relevant case studies mainly because both establishments are utilizing medicinal plant to create products that are relevant to food tourism. However, the way medicinal plants are being utilized is different in both
establishments, therefore, using two different cases can give different examples on how medicinal plant can be utilized for food tourism.
One of the aspects of tourism development is not only about recreation or economic development, but also about education. As the author is a member of an educational institute, this study also includes the observation made during various exchange activities with other academic institutions, such as Yufu City High School, and Kunisaki High School. The purpose of these exchange activities, especially related to medicinal plants, is to give a broader perspective on what roles community plays in tourism promotion. Participating in these activities gives the author a chance to see the perspective of the community towards tourism, and to witness how collaboration between institutions can contributes towards developing the potential of tourism in Beppu City.