CAN BLUE FLAG AWARD CONTRIBUTE TO DEVELOP SUSTAINABLE TOURISM DESTINATIONS?: A case study of first certified two destinations

This paper clarifies the followings. (1) What impact do the two destinations that have won the Blue Flag Award in Japan expect from the authentication ? (2) Which standards of the various Blue Flag standards are effective and why? From Internet surveys on the development of Blue Flag authentication, we clarified that Blue Flag is an authentication that emphasizes social issues. In addition, our interview survey on two regions in Japan revealed that there are differences in the motivation for acquiring the Blue Flag Award and in the activities and in the contents the systems of activities by local residents.