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Film Tourism in Asia pp 69–86Cite as

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

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Part of the Perspectives on Asian Tourism book series (PAT)

Abstract

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.

Keywords

  • Japan
  • Drama series
  • Audience participation
  • Local communities
  • Rural revitalisation
  • Asadora

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Authors and Affiliations

  1. University of Dusseldorf, Dusseldorf, Germany

    Elisabeth Scherer & Timo Thelen

Authors
  1. Elisabeth Scherer
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  2. Timo Thelen
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Correspondence to Elisabeth Scherer .

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Editors and Affiliations

  1. School of Business and Law, Edith Cowan University, Joondalup, West Australia, Australia

    Sangkyun Kim

  2. Erasmus University Rotterdam, Rotterdam, The Netherlands

    Stijn Reijnders

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Scherer, E., Thelen, T. (2018). Drama Off-Screen: A Multi-stakeholder Perspective on Film Tourism in Relation to the Japanese Morning Drama (Asadora). In: Kim, S., Reijnders, S. (eds) Film Tourism in Asia. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-10-5909-4_5

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