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

Author

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  • Wadim Strielkowski

    (Judge Business School, University of Cambridge)

Abstract

Purpose – This paper describes the marketing potential of film-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 films 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 film-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 films taking place in Japan. Findings and implications – We employ the monthly data on the combined box office revenues of recent films set in Japan, as well as the monthly statistics on the number of visitors from Australia, Europe, and North America. We find causality between the popularity of the films and the number of tourists from the destinations that are mostly impacted by those films. Limitations – The research is limited by the issue of popularity of Western culture and films in Asia. One should remember that just 3 million out of 19 million foreign tourists that visited Japan in 2015 were non-Asian. Originality – The popularity of films either related to or taking place in Japan is enormous in the Western world. Headed by the recent 2015 Hungarian dark comedy “Liza, the Fox-Fairy”, there is a whole array of films drawing from both exotic and cosmopolitan Japanese culture. The Japanese setting offers a picturesque scenery for melodramas, such as “Lost in translation” (USD 119.7 million in box office revenues) or “Memories of a Geisha” (USD 162 million), horrors and thrillers, including “The Grudge” (USD 187 million) or “Godzilla” (USD 528 million), as well as action movies, for instance “Kill Bill Volume 1” (USD 333 million) or “The Wolverine” (USD 417 million).

Suggested Citation

  • Wadim Strielkowski, 2017. "Promoting Tourism Destination through Film-Induced Tourism: The Case of Japan," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 193-203.
    • Handle: RePEc:zag:market:v:29:y:2017:i:2:p:193-203
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    References listed on IDEAS

    as
    1. Kim, Sangkyun, 2012. "Audience involvement and film tourism experiences: Emotional places, emotional experiences," Tourism Management, Elsevier, vol. 33(2), pages 387-396.
    2. Aline Chiabai & Stephen Platt & Wadim Strielkowski, 2014. "Eliciting Users' Preferences for Cultural Heritage and Tourism-Related E-Services: A Tale of Three European Cities," Tourism Economics, , vol. 20(2), pages 263-277, April.
    3. Dan Fisher & Scott Smith, 2010. "Consumers bite on the social web about the film Snakes on a Plane," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 3(3), pages 241-260.
    4. Deborah Jones & Karen Smith, 2005. "Middle‐earth Meets New Zealand: Authenticity and Location in the Making of The Lord of the Rings," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 923-945, July.
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    Cited by:

    1. Giulia Contu & Sara Pau, 2022. "The impact of TV series on tourism performance: the case of Game of Thrones," Empirical Economics, Springer, vol. 63(6), pages 3313-3341, December.

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