The potential of anime for destination marketing: fantasies, otaku, and the kidult segment
The potential of anime for destination marketing: fantasies, otaku, and the kidult segment
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动漫在目的地营销中的潜力：幻想、御宅族和儿童细分市场
DOI：
10.1080/13683500.2017.1368462
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发表时间：
2019
影响因子：
8
通讯作者：
S. Hudson
中科院分区：
文献类型：
--
作者：
V. Tung;Suna Lee;S. Hudson
虽然有大量的文献存在于电影旅游，有一个缺乏研究的关注桥接日本动漫对现实世界的目的地营销的潜力。随着全球动漫市场的多样化，动漫旅游的影响可以远远超出地理边界，为其他国家的目的地营销组织提供了新的机会。为了弥补这一研究空白，本文首先对动漫和动画电影进行了界定，以澄清旅游文献中动漫的定义，然后从电影学的角度引出两种娱乐类型之间的理论差异，以突出它们在场所、主角和制作方面的概念界限。本文认为，在这三个方面表现在动漫与电影的方式是非常不同的：动漫设置比大多数电影更幻想导向;观众发展他们的自我认同（即作为一个“御宅族”）在童年和青春期;和动漫制作可以扩展新的系列，创造更持久的参与，发展kidult部分。本文通过将上述电影方面作为阐述三个维度之间的差异如何与潜在的目的地营销活动直接相关的基础，为文献做出了贡献。
While a substantial body of literature exists on film tourism, there is a lack of research attention bridging the potential of Japanese anime on real-world destination marketing. The implications of anime tourism can extend far beyond geographic boundary as the worldwide anime market is diversifying, providing novel opportunities for destination marketing organizations in other countries. To address this research gap, this paper first defines anime versus animated films to clarify the definition of anime for the tourism literature, and then draws out theoretical differences between the two types of entertainment within a cinematic perspective to highlight their conceptual boundaries across place, protagonist, and production. This paper suggests that the ways in which these three aspects are manifested in anime versus films are very different: anime settings are more fantasy-orientated than most films; viewers develop their self-identity (i.e. as an ‘otaku’) during childhood and adolescence; and anime productions can be extended with new series to create more enduring engagement to develop the kidult segment. This paper contributes to the literature by connecting the aforementioned cinematic aspects as a basis for elaboration of how differences among the three dimensions could be directly related to potential destination marketing activities.