This paper aims to analyze sustainability factors of anime tourism spots by investigating the local characteristics and initiatives of Hitoyoshi City, Kumamoto Prefecture, which has been a long-standing anime tourism spot since the TV animation show
Natsume Yujin-cho [Natsume’s Book of Friends] series went on the air in 2008. Fans of the show have continually kept visiting the area to enjoy the atmosphere of the anime scenes. In recent years, other anime tourist spots have tended to become theme parks that focus on recreating the world depicted in each work. However, in the case of Hitoyoshi City, the emphasis is on allowing fans to experience the nature and society of Hitoyoshi as depicted in the
Natsume works in their raw form. The
Natsume series itself features rich nature and the slow lifestyle of the protagonists’ daily lives, and Hitoyoshi Cityʼs approach emphasizes the natural regional character of the city in a manner consistent with this. This attitude of the city is supported by
Natsume fans, and is thought to have led to the long-term continuation of anime tourism in the city.
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