中国映画『非誠勿擾』が誘発した北海道観光ブームに関する研究

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  • A Study on the Hokkaido Tourism Boom Induced by the Chinese Movie "If You Are the One : Fei Cheng Wu Rao"
  • チュウゴク エイガ 『 ヒセイブツジョウ 』 ガ ユウハツ シタ ホッカイドウ カンコウ ブーム ニ カンスル ケンキュウ

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This article examines how the Chinese Movie "If You Are the One: Fei Cheng Wu Rao" led to the Hokkaido Tourism Boom of 2009 and 2010. The movie was directed by the famous Chinese director Feng Xiaogang and released in December 2008; it was a big hit, earning over 50 million dollars (U.S.) in 19 days in China. Because the movie included a lot of beautiful scenery of eastern Hokkaido, many Chinese people chose to visit Hokkaido in the years immediately following the release of the film. We investigated the increase in tourism from 2007 to 2010 in Abashiri City and Kushiro City, which are located in the eastern part of Hokkaido, and also interviewed the tourism section managers of these cities. Our research revealed that guests tripled in number in Abashiri and increased fourteen times in Kushiro from 2007 to 2010. We believe that this increase can be explained by the fact that the most important part of the story was located in Kushiro. Finally, we tried to create a model of media-induced tourism that explains how people travel to follow the stories in the movies. Though a movie may be filmed across multiple locations, people tend to infuse the story, and therefore the setting, with their emotional impressions. When a person sees the location, it brings to mind a part of the story immediately. Fans of the movie wish to visit the location where it was filmed, to view the scenery and recall the emotions that the story evoked.

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