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“Cool Japan”: Contents Tourism E Crescita Turistica

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“Cool Japan”: Contents Tourism E Crescita Turistica Corso di Laurea Magistrale in sviluppo interculturale dei sistemi turistici ordinamento ex D.M. 270/2004 Tesi di Laurea “Cool Japan”: contents tourism e crescita turistica Un’analisi dei processi, delle politiche e delle strategie di promozione che hanno portato al consolidamento del Giappone quale “nazione turistica” nel terzo millennio. Relatore Prof. Fabiana Zollo Laureando Marco Cavallero Matricola 842528 Anno Accademico 2018 / 2019 SOMMARIO Introduzione .......................................................................................................................................... 1 Capitolo I: turismo internazionale in Giappone: una breve analisi dei contesti e del mercato .................................................................................................................................................... 3 1.1 Il mercato turistico internazionale in Giappone: evoluzione storica e situazione attuale ............................................................................................................................ 3 1.2 Fattori legati allo sviluppo turistico ............................................................................... 11 1.2.1 Geografia e ambiente ................................................................................................... 11 1.2.2 Accessibilità e trasporti .............................................................................................. 13 1.2.3 Politica, cultura e società ............................................................................................ 19 1.2.4 Ricettività ......................................................................................................................... 24 Capitolo II: segmentazione del mercato e analisi psicografica delle tipologie di turisti ................................................................................................................................................................... 39 2.1 Tipologie di attività turistiche e motivazioni dei turisti ......................................... 39 2.1.1 Attività e risorse legate al turismo “enogastronomico” ................................. 41 2.1.2 Attività e risorse commerciali legate al turismo ............................................... 43 2.1.3 Attività e risorse legate all’ambiente, alla natura e alle stagioni ................ 46 2.1.4 Attività e risorse legate al turismo termale ......................................................... 48 2.1.5 Attività e risorse legate al turismo culturale ...................................................... 50 2.1.6 Attività e risorse legate ad altre tipologie di turismo...................................... 52 2.2 Analisi psicografica dei turisti internazionali in Giappone ................................... 57 Capitolo III: contents tourism in Giappone: una risorsa importante per cementare l’immagine di una “nazione turistica” ........................................................................................ 63 3.1 Sviluppo storico del fenomeno del contents tourism in Giappone .................... 64 3.2 Gli elementi chiave del contents tourism ..................................................................... 67 3.2 Due case study relativi al fenomeno del contents tourism .................................... 73 3.3 Un caso di contents tourism on-site: Washimiya e Lucky Star ............................ 73 3.4 Un caso di contents tourism off-site: il museo Ghibli di Mitaka .......................... 76 Capitolo IV: da “Cool Japan” a nazione turistica: le strategie di marketing del Giappone dal 2003 ad oggi. ............................................................................................................ 83 4.1 Cool Japan: nation branding cavalcando la crescita del contents tourism ...... 83 4.2 Enjoy my Japan: come il Giappone presenta oggi il proprio brand e le proprie risorse turistiche ........................................................................................................................... 91 4.2.1 Japan – Where Tradition Meets the Future (2016) .......................................... 92 4.2.2 Enjoy my Japan (2018) ................................................................................................ 98 Capitolo V : strategie di promozione di prodotti giapponesi di contents tourism in Italia ..................................................................................................................................................... 103 5.1 GiappoTour ........................................................................................................................... 104 5.2 Viaggigiovani.it .................................................................................................................... 107 5.3 Splitscreen ............................................................................................................................. 110 5.4 Conclusioni e prospettive future .................................................................................. 113 Conclusioni ........................................................................................................................................ 115 INDICE DELLE FIGURE Figura 1: Foto del treno Maglev MLX-01 durante uno dei test condotti dalla JR su un tratto di linea sperimentale. La linea a levitazione magnetica collegherà Tōkyō a Nagoya e la sua inaugurazione è prevista per il 2027. FONTE: Wikimedia Commons ................................................................................................................................................................... 17 Figura 2: Un esempio di traduzione maldestra nella segnaletica presso il santuario Meiji a Tōkyō. Il cartello riporta chiaramente in giapponese un divieto di accesso per i pedoni, ma la traduzione in inglese non è altrettanto chiara. FONTE: foto dell'autore. ................................................................................................................................................................... 23 Figura 3: Camera di uno ryokan a Matsue, nella prefettura di Shimane. La stanza è arredata in stile giapponese tradizionale, in linea con lo stile delle stanze offerte dalla maggior parte di questo tipo di strutture. FONTE: Wikimedia Commons ....... 29 Figura 4: Un esempio di pasto shōjin ryōri preparato presso un tempio a Nagano. FONTE: Wikimedia Commons ...................................................................................................... 31 Figura 5: I corridoi di un capsule hotel di Tōkyō. FONTE: Wikimedia Commons. ... 33 Figura 6: A sinistra, l’ingresso di un manga kissa della famosa catena MaBoo! a Tōkyō, a destra la libreria di un manga kissa della catena Popeye. FONTE: Wikimedia Commons .............................................................................................................................................. 35 Figura 7: Veduta del monte Fuji dalla zona dei cinque laghi. FONTE: Wikimedia Commons .............................................................................................................................................. 47 Figura 8 e 9: Due delle pozze dei "jigoku" di Beppu: come si può vedere l'elevata concentrazione di minerali e metalli dona all'acqua delle colorazioni molto accese, che variano dal rosso all’azzurro. FONTE: foto dell'autore. .............................................. 49 Figura 10 e 11: A sinistra è raffigurato il tempio Tōdai-ji di Nara, mentre a destra è raffigurata la famosa statua del Buddha contenuta al suo interno. FONTE: foto dell'autore. ............................................................................................................................................ 51 Figura 12 e 13: A sinistra troviamo il parco della pace di Nagasaki, mentre a destra è raffigurato l'Atomic Bomb Dome di Hiroshima. FONTE: Wikimedia Commons. ... 54 Figura 14 e 15: A sinistra, alcune maid alla ricerca di clienti per le vie di Akihabara, Tōkyō. Molti le definiscono le “geishe del nuovo millennio”. A destra, alcune insegne di hostess bar a Kabukichō, Tōkyō. FONTE: Wikimedia Commons. .............................. 56 Figura 16 e 17: Una turista italiana si cimenta in attività di cosplay durante il suo soggiorno a Fukuoka, interpretando l’eroina “Sailor Mars” del famoso anime Sailor Moon. Foto: Leonardo Marrone. Soggetto: Martina Mori................................................... 72 Figura 18 e 19: A sinistra, il santuario di Washinomiya; a destra, il mikoshi a tema costruito dai fan per il festival locale. FONTE: Wikimedia Commons. .......................... 75 Figura 20, 21 e 22: A sinistra abbiamo due vedute di Akihabara, mentre a destra troviamo l'ingresso del museo Ghibli inserita nel contesto del parco, nella città di Mitaka. FONTE: Wikimedia Commons....................................................................................... 78 Figura 23 e 24: A sinistra, il logo ufficiale della campagna "Yokoso Japan!", a destra il logo della JNTO. FONTE: JNTO .................................................................................................. 84 Figura 25: Schema dei principali punti definiti dalla Tourism Nation Promotion Basic Law. FONTE: Rielaborazione grafica di informazioni fornite dalla JTA........................ 87 Figura 26: Il nuovo logo della campagna di marketing "Japan, Endless Discovery". FONTE: JNTO ......................................................................................................................................
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