It is defined by academics, who run The International Journal of Contents Tourism, as “travel behaviour motivated fully or partially by narratives, characters, locations, and other creative elements of popular culture forms, including television, film, television dramas, manga, anime, novels, and computer games”.
Historically, books like Snow Country by the Nobel prize-winner Yasunari Kawabata (1899-1972) have been used to market hot spring resorts such as Yuzawa Onsen, in Niigata Prefecture, that feature in the book, but literature in all its forms is increasingly being used very creatively as part of the government’s Cool Japan branding campaign to project soft power and increase Japan’s inbound tourism.
The local government in Kagawa Prefecture, for example, sponsored a series of four romantic novels set in their prefecture, Japan’s smallest, by Thai authors titled: Kagawa, Let Love Lead.
Thailand is an important and growing market for Japanese fiction in translation, as well as a rapidly growing source for inbound tourists since visa restrictions were lifted in 2013.
Tourism has become a strategic priority and economically important to many regions in Japan. The number of tourists has trebled over the last five years, reaching an estimated 28.7 million in 2017. Local officials hope that the specially commissioned novels will increase awareness of their region and inspire more people to visit.
There are now a plethora of literature-related tours in Japan. You might for instance, want to follow the steps of haiku poets, discover the locations in Haruki Murakami’s novels, or go in search of those locations that feature in Japanese crime fiction popular in China. There are also countless websites and posts providing recommendations on social media sites for the world’s book lovers who plan to visit Japan. So much so that Kadokawa, one of Japan’s major publishers, has set up its own travel company, Cool Japan Travel, Inc to increase demand and provide those who have embarked on a literary pilgrimage to Japan, a better and more memorable experience.
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