日本二次元觀光行銷之探討-以鳥取縣為例

Abstract

「觀光」可以說是21世紀最具活力與潛力的產業之一，不僅觀光旅遊在次數、人數等數量上有可觀的成長，伴隨著全球的觀光類型日趨多元，也發展出了更加豐富且細緻的旅遊目的與型態，近幾年受到大眾注目的「聖地巡禮」，也是其中之一，再者，許多地方組織、政府單位試圖結合各種動漫作品來進行觀光推廣的方式也逐漸增加。\n\n但是，此種模式並非人人都能成功，失敗案例也不在少數，該如何有效運用動漫作品來進行觀光行銷，成功提升當地觀光之效益，本研究將著重在鳥取縣境港市運用《鬼太郎》，以及北榮町運用《名偵探柯南》，與該地觀光發展進行結合的實際案例，對於兩者是如何運用二次元IP進行觀光行銷、打造地方並提升該地觀光發展等層面進行探討，藉此架構出兩者案例之間的異同，以及成功帶動觀光發展的要因爲何。

Tourism, one of the most dynamic industries having great potential in 21st century, has a continued growth with number of tourists boosting remarkably. As the diverse development in tourism increasingly enhanced, the types and purposes of travel has experienced various evolvements. And “Anime Pilgrimage” is all the rage among the new tourism trends in recent years. Many local governments and organizations are trying to promote tourism with an associated anime hit.\n\nNonetheless, not every model of “Anime Pilgrimage” achieves success with ease. There are plenty of failure cases. Hence, how to make the best of anime as a tourism resource, and create extraordinary benefits from it? This article aims to study two cases in Tottori Ken, which are “GeGeGe no Kitaro” in city of Sakaiminato and “Case Closed” in town of Hokuei, focusing on the intellectual property of ACGN in tourism marketing and local tourism development, along with the differences between two cases and the key factors to success.