Kobe Gakuin University x Shisou Maple x Hyogo Prefecture Credit Guarantee Association to Hold Special Lecture on Tourism Marketing in the AI Era & 3rd Mid-term Project Presentation!

Kobe Gakuin University (Location: Chuo-ku, Kobe City, Hyogo Prefecture) is collaborating with Shisou Maple Co., Ltd. (Location: Shisou City, Hyogo Prefecture, President & CEO: Koichi Nabata) and the Hyogo Prefecture Credit Guarantee Association (Director: Eiji Endo, "Guarantee Association") on the "Michi-no-Eki Haga Brush-up Project," an integrated industry-academia initiative that began in April 2025. The third phase of the project commenced in April 2026.

Michi-no-Eki Haga, operated by Shisou Maple, is a tourist spot located along National Route 29 in Shisou City. It opened in 1993 as the first store of its kind in the Kinki region. However, in recent years, the opening of the Tottori Expressway has led to a sharp decrease in traffic on National Route 29, causing severe financial difficulties, making its revitalization an urgent priority. In light of this situation, the Guarantee Association, along with external experts and its main bank, Nishi-Hyogo Shinkin Bank, is providing support for the formulation of a business improvement plan, assisting in resolving management issues, and implementing measures such as strengthening profitability through hands-on support.

Amidst these business improvement efforts, the outdoor boom, a reaction to the COVID-19 pandemic, is beginning to wane, and strategic planning is now required for Forest Station, which includes accommodation facilities operated by Shisou Maple. In addition to revitalizing Michi-no-Eki Haga, it has become necessary to consider the broader utilization of Shisou City's tourism resources. Therefore, Mr. Nobuo Morimoto of Morimoto Shoten (Location: Konan-ku, Yokohama City, Kanagawa Prefecture), a consultant who worked on the development of the Niseko area in Hokkaido, will give a lecture on tourism marketing in the AI era. Mr. Masato Ebihara of Zoho Japan Inc. (Location: Kita-ku, Osaka City, Osaka Prefecture), a system company promoting customer management and operational improvements via the web, will lecture on Zoho's initiatives.

This special lecture is expected to lead to further development of the tourism industry in Shisou City, including Shisou Maple, by learning about achievements and methods for regional revitalization in the AI era. This project will further promote regional revitalization by leveraging the ideas and sensibilities of students.

Furthermore, in this project, students conducted fieldwork to research tourism resources such as facilities, specialty products, and gourmet food that utilize Shisou Maple's facilities and the local natural environment (click here for the homepage article). Based on their observations from interviews with stakeholders and site visits, and utilizing their unique perspectives, students will make proposals for product development and sales promotion. The Guarantee Association is also supporting corporate collaboration by exercising its consulting functions. It is hoped that these proposals will contribute to the revitalization of Michi-no-Eki Haga and Forest Station, operated by Shisou Maple, as well as the effective utilization of local tourism resources.

[Michi-no-Eki Haga Brush-up Project (3rd Phase)

Special Lecture Event Details]

1. Date and Time: July 8, 2026 (Wed) 11:15 AM - 12:45 PM

2. Venue: Kobe Gakuin University, Port Island Campus, Building A, 6th Floor, Main Conference Room

3. Program: Opening Remarks by Mr. Yutaka Horiguchi, Manager, Accompaniment Support Section, Business Support Department, Hyogo Prefecture Credit Guarantee Association

Mr. Nobuo Morimoto, Proprietor, Morimoto Shoten

"Tourism Marketing in the AI Era"

Mr. Masato Ebihara, West Japan Regional Manager, Zoho Business, Zoho Japan Inc.

"Zoho's Initiatives for Regional Support"

Q&A

Closing Remarks by Mr. Koichi Nabata, President & CEO, Shisou Maple

Closing Remarks by Professor Kazuyoshi Ishiga, Faculty of Business Administration

[Michi-no-Eki Haga Brush-up Project (3rd Phase)

Mid-term Project Presentation]

1. Date and Time: July 15, 2026 (Wed) 11:15 AM - 12:45 PM

2. Venue: Kobe Gakuin University, Port Island Campus, Building A, 6th Floor, Main Conference Room

3. Program: Opening Remarks by Mr. Yutaka Horiguchi, Manager, Accompaniment Support Section, Business Support Department, Hyogo Prefecture Credit Guarantee Association

Presentation and Q&A by several students from the project team

Closing Remarks by Mr. Koichi Nabata, President & CEO, Shisou Maple

Closing Remarks by Professor Kazuyoshi Ishiga, Faculty of Business Administration

<For Media Representatives>

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<Inquiries Regarding This Matter>

Kobe Gakuin University Public Relations Group

TEL: 078-974-6084 (Weekdays 9:00 AM - 5:30 PM *Excluding 11:45 AM - 12:45 PM)

Mail: koho@j.kobegakuin.ac.jp