Promoting Tourism Destination through Film-Induced Tourism: The Case of Japan

Abstract

Purpose -This paper describes the marketing potential of fi lm-induced tourism in marketing Japan, as a popular tourism destination for non-Asian visitors. In particular, it focuses on the popular culture and on engaging young people from Europe, America, and Australia in discovering and promoting its cultural heritage.Design/Methodology/Approach -The number of Western tourists to Japan rose by 50 % between 2010 and 2015. Many of these tourists are attracted by the fi lms associated with Japan in one way or another. We assume that, even though the majority of incoming tourists in Japan are Chinese visitors, the marketing potential of fi lm-induced tourism in Japan represents a source of untapped potential. One can trace the increase in the popularity of Japan as the tourism destination to a number of new Western fi lms taking place in Japan.Findings and implications -We employ the monthly data on the combined box offi ce revenues of recent fi lms set in Japan, as well as the monthly statistics on the number of visitors from Australia, Europe, and North America. We fi nd causality between the popularity of the fi lms and the number of tourists from the destinations that are mostly impacted by those fi lms.Limitations -The research is limited by the issue of popularity of Western culture and fi lms in Asia. One should Sažetak Svrha -Rad opisuje marketinški potencijal fi lmskog turizma u marketingu Japana kao popularne turističke destinacije za posjetitelje iz neazijskih zemalja. Posebno se usredotočuje na popularnu kulturu i uključivanje mladih ljudi iz Europe, Amerike i Australije u otkrivanje i promoviranje japanske kulturne baštine.Metodološki pristup -Od 2010.-2015. godine u Japanu je broj turista iz zapadnih zemalja porastao za 50%. Mnoge od njih privukli su fi lmovi povezani s Japanom na jedan ili drugi način. Iako su većina turista koji dolaze u Japan kineski posjetitelji, pretpostavlja se da je marketinški potencijal izazvan fi lmskim turizmom u Japanu izvor neviđenoga potencijala. Povećanje popularnosti Japana kao turističke destinacije može se pripisati brojnim novim fi lmovima sa Zapada čija se radnja odvija u Japanu.Rezultati i implikacije -Upotrijebljeni su mjesečni podaci, kombinacija prihoda s box offi ce-a (blagajni) nedavnih fi lmova s radnjom smještenom u Japanu i statistike o broju posjetitelja iz Australije, Europe i Amerike. Pronađena je kauzalnost između popularnosti fi lmova i broja turista iz destinacija koje su najviše pod utjecajem tih fi lmova.Ograničenja -Istraživanje je ograničeno pitanjem popularnosti zapadne kulture i fi lmova u Aziji. Treba imati na umu činjenicu da su samo 3 od 19 milijuna stranih turista koji su posjetili Japan 2015. godine bili su turisti izvan Azije.

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