Genealogy of Contents Tourism: The Transformation and Revision of Concept from Japan to Taiwan

Hoi Pan Kong

Research output: Contribution to journalArticlepeer-review


Since the mid-2000s, the term "pilgrimage" is adopted by Japanese mass media to describe the touristic phenomena that anime fans visit the site of the story takes place. At the same time, the Japanese government developed a new tourism strategy, "contents tourism", in order to maximize its soft power generated by Japanese visual culture. Later, Japanese scholars transformed "contents tourism" into a conceptual framework covering the tourism phenomena related the popular culture, and promote it as a general framework in the international academia, in anthropology and sociology in particular. Yamamura Takayoshi, one of the leading theorists of "contents tourism", proposes a "three parties interactive framework" for scrutinizing the interaction between the local society, the audience/tourist, and the copyright holder. He considers Taiwan as one of the major foreign examples to prove that the framework can be applied internationally. This article serves as a demonstration of the conceptual developments and multiple approaches toward pilgrimage and contents tourism, and to introduce this concept in Chinese. The final part is an attempt to highlight the values, as well as flaws of the framework. Based on the discussion of the "Japan fever" in Taiwan and Japan's international soft power, I maintain that Taiwan can be a critical site to rethink the concept of "contents tourism".
Original languageEnglish
Pages (from-to)211-248
JournalROUTER: A Journal of Cultural Studies
Publication statusPublished - 2022


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