Purpose

This study focuses on analysing Japanese pop culture events to determine whether they may be useful marketing tools for a location with a distinctive culture from where they are organized. It also examines how the popular culture events differ from other events and what impacts they have on these destinations.

Design/methodology/approach

A mixed-method approach is used to analyse data from a questionnaire provided to 364 participants from these events and seven semi-structured interviews with event organizers or their representatives from events on this topic in Portugal, France, Spain, Denmark and North America.

Findings

According to the research, these events are regarded as unique and unusual from the perspective of the customer due to the variety of activities they offer, the use of imagination they inspire and the engaged fan participation. These occasions have been found to strengthen and propagate Japanese popular culture outside of its place of origin and arouse interest in it.

Originality/value

Several studies have examined the appeal of Japanese pop culture, but few have investigated the impact of events to enhance the destination's image where they are held, as well as their potential outside of Japan. With already over a hundred official events of this theme held annually, with a sizable number of participants, a study of this paradigm exposes its potential for promoting a culture that is growing in popularity outside of its place of origin and understanding the effects it has on these various regions.

中文翻译：

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日本流行文化的趋势及其通过活动旅游的差异化途径

目的

本研究的重点是分析日本流行文化事件，以确定它们是否可以成为具有独特文化的举办地的有用营销工具。它还研究了流行文化活动与其他活动的不同之处以及它们对这些目的地的影响。

设计/方法论/途径

我们使用混合方法分析了向这些活动的 364 名参与者提供的问卷调查数据，以及对葡萄牙、法国、西班牙、丹麦和北美有关该主题的活动的活动组织者或其代表进行的 7 次半结构化访谈。

发现

根据研究，从客户的角度来看，这些活动因其提供的各种活动、激发的想象力以及粉丝的参与而被认为是独特和不寻常的。人们发现，这些场合可以在其起源地之外加强和传播日本流行文化，并引起人们对其的兴趣。

原创性/价值

一些研究考察了日本流行文化的吸引力，但很少有研究调查活动对提升举办地目的地形象的影响，以及它们在日本以外的潜力。每年都会举办超过一百场与这一主题相关的官方活动，参与者数量相当多，对这一范式的研究揭示了它在促进一种在其起源地之外日益流行的文化方面的潜力，并了解它对人们的影响。这些不同的地区。