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In Japan, rural tourism has been promoted for some time, but has few visible long-term positive effects. Researchers centered at Kanazawa University studied rural inn households that use tourism to supplement their incomes. While tourism was found to have environmental and strong social benefits, economic impact was minor. Many proprietors are also aging and lack successors. To thrive long-term, rural tourism destinations need greater competitiveness and would benefit from policies strengthening farming and community building.