SHTM Research shows Japanese animated television shows and films motivate Hong Kong fans to visit Japan
The popularity of anime, Japanese animated television shows and films, is motivating Hong Kong fans to visit Japan in a powerful example of cultural "soft power", argue Ph.D. graduate Dr Elizabeth Agyeiwaah, Dr Wantanee Suntikul and BSc graduate Ms Carmen Li of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and a collaborator in a recently published research paper. Focusing on the reaction of Generation Y anime fans from Hong Kong to the Japanese government's promotion of anime content under the "Cool Japan" initiative, the researchers provide ground-breaking evidence of how and why promoting a country's popular culture abroad can motivate inbound tourism. Their results understandably have profound implications for destination marketers and policy makers in Japan and beyond.