A Consideration of the influence of the experience of visiting Japan on feelings toward Japan

Verification of the mere-exposure effect through a case study concerning Chinese visitors to Japan

Abstract

The Japanese government has declared that “Strengthening Japan's Soft Power” is a primary component of transforming Japan into a tourism-oriented country through the Cool Japan Strategy. Opinion leaders have recently expressed positive views, citing that the “Rapid increase in the number of visitors to Japan has contributed to improved feelings toward Japan.” On the other hand, there have only been cursory discussions regarding the multifaceted aims of inbound visitors, and academic verification has been insufficient. However, the relationship between the experience of visiting Japan and the generation of feelings toward Japan has been scientifically verified per the mere-exposure effect. For example, the recent increase in the number of visitors from the Peoples Republic of China to Japan has contributed to improved feelings toward Japan by Chinese nationals.