Drama Off-Screen: A Multi-stakeholder Perspective on Film Tourism in Relation to the Japanese Morning Drama (Asadora)

  • Elisabeth Scherer
  • Timo Thelen
Part of the Perspectives on Asian Tourism book series (PAT)


This chapter is dedicated to tourism induced by the Japanese morning drama (asadora), a very popular genre since the early 1960s. Based on a review of Western and Japanese theories of audience participation and film tourism as well as on field research on the filming location of one recent asadora, we investigate the phenomenon of film tourism from a multi-stakeholder perspective, thereby considering the following participants: the fans as active audience, the media producers and their marketing strategies and the local communities which provide the filming locations and implement strategies for the development of film tourism. For the latter, we suggest to differentiate more clearly between the distinct parties involved. Through this more nuanced view, it becomes clear why the planning and organisation of film tourism can become a double-edged sword. General insights on the opportunities and risks of film tourism make this case study relevant also beyond the Japanese context.


Japan Drama series Audience participation Local communities Rural revitalisation Asadora 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.University of DusseldorfDusseldorfGermany

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