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Title: The potential of anime for destination marketing : fantasies, otaku, and the kidult segment
Authors: Tung, VWS 
Lee, S 
Hudson, S
Keywords: Anime
Content tourism
Film tourism
Tourism marketing
Issue Date: 2017
Publisher: Routledge, Taylor & Francis Group
Source: Current issues in tourism, 2017, p. 1-14 How to cite?
Journal: Current issues in tourism 
Abstract: 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 filmsMergeCell viewers develop their self-identity (i.e. as an ‘otaku’) during childhood and adolescenceMergeCell 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.
ISSN: 1368-3500
EISSN: 1747-7603
DOI: 10.1080/13683500.2017.1368462
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