7,399
Views
21
CrossRef citations to date
0
Altmetric
Article

Anime consumer motivation for anime tourism and how to harness it

, &
Pages 268-281 | Received 14 Apr 2018, Accepted 14 Sep 2018, Published online: 29 Oct 2018
 

ABSTRACT

Although a niche, the consumption of Japanese anime and related products is extensive and expected to grow. This study explores Chinese anime consumer motivation to participate in anime tourism. A mixed method is applied to identify travel motivation factors and to examine their importance across three levels of involvement (anime audience versus anime fans versus otaku), and as based on sociodemographics. Three motivation factors were identified: (1) Blending reality and fantasy, (2) Social belonging, and (3) Self-development, with the latter considered as most important. Results show that the importance of Blending reality and fantasy is higher for consumers with a greater level of involvement in the anime subculture, and the otaku is the most promising group in terms of tourism motivation. Recommendations for anime destination and attraction marketing are suggested.

Disclosure statement

No potential conflict of interest was reported by the authors.

Log in via your institution

Log in to Taylor & Francis Online

PDF download + Online access

  • 48 hours access to article PDF & online version
  • Article PDF can be downloaded
  • Article PDF can be printed
USD 53.00 Add to cart

Issue Purchase

  • 30 days online access to complete issue
  • Article PDFs can be downloaded
  • Article PDFs can be printed
USD 309.00 Add to cart

* Local tax will be added as applicable

Related Research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.