The study found that this film tourism project was initiated with high expectations. Qualitative interviews with various local stakeholders were conducted over a 21-month-long period of a film tourism development project in Ishikawa Prefecture, Japan.
The Japanese TV series Mare (2015) was chosen as the case study. This study examines multiple local stakeholders’ perceptions of film tourism impacts to shed light on the complexities of film tourism planning and development, using a longitudinal exploratory research approach. By viewing contents tourism not only as a licensing business or business between the host and the guest, but instead as communication between people in an actual space and time with contents at the centre of interactions, many important insights are gained into the potential for contents tourism. Mutual understanding and common goals emerged from their shared respect for the contents (Lucky star), a phenomenon that has received little attention in discussions about ‘contents tourism’. Through interviews with fans, local people and the anime production company, participant observation and analysis of primary documents, the article outlines how the local community, fans and copyright holders formed relationships based on mutual consideration to the benefit of all. Washimiya is now visited by fans from all across Japan as a so-called anime sacred site. This article demonstrates how a local community succeeded in forming favourable relationships with fans and copyright holders in Washimiya, a town in which the anime television series Lucky star was set.
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