Abstract
Abstract The Great East Japan Earthquake and Tsunami (GEJET) in 2011 precipitated a profound socio-economic crisis in the Tohoku region, exacerbating pre-existing depopulation and aging trends. In response, the Japanese government’s “New Tohoku” initiative has prioritized rural community revitalization through “Build Back Better” strategies, including disaster tourism. This study examines the efficacy of disaster tourism and placemaking as mechanisms for social and economic revitalization in Ishinomaki, Miyagi Prefecture. Employing a longitudinal qualitative approach spanning fifteen years, the research utilizes purposive sampling to capture insights from key administrative and community stakeholders. Data were analyzed via a rigorous six-step thematic coding process grounded in sense of community framework and disaster tourism spectrum. The study identifies three structural tensions in the Ishinomaki case: (1) spatial isolation, where memorial facilities established under the “3.11 Densho Road” project function as stand-alone infrastructures detached from resident daily life; (2) participation gaps, characterized by a “bridging gap” between creative newcomers and marginalized local laborers and migrant workers; and (3) sustainability fragility, as creative placemaking initiatives struggle to transition from transient, grant-dependent events to self-sustaining communal processes. The study argues that while disaster tourism fosters a shared emotional connection, successful rural community revitalization requires a shift toward community-centric engagement that prioritizes local influence and integration of all social segments. This research offers a generalizable framework for post-disaster regions to synchronize physical reconstruction with the restoration of organic social fabrics.