Jiho Han

Junko Dai

Keumjin Choi

崔 錦珍

臺 純子

韓 志昊

立教大学学術リポジトリ

立教大学観光学部紀要　第16 号 2014年 3 月立 教 大 学 観 光 学 部 紀 要 第 16 号 2014年 3 月Rikkyo University Bulletin of Studies in Tourism No.16 March 2014Rikkyo University Bulletin of Studies in Tourism No.16 March 2014̶　　̶132 I Introduction II Literature Review  III Research Design IV Discussion  V Further ResearchI   IntroductionKorean TV dramas, movies, pop-music have become a strong motivation for inbound tourism in Korea. More and more foreign visitors are traveling to Korea to visit film locations and meet pop-singers at concerts and events. Furthermore, with the growth of Korean celebri-ties’ fans in their number and different cultural back-grounds, and the advancement of their network power to share information, it is no surprising to nd domestic and overseas fans at lm locations during program pro-duction. Also Koreans outbound travelers are motivated to visit overseas lm locations of Korean TV series and movies.This study attempts to investigate the case of the Korean TV drama ‘IRIS,’1） which was lmed in Akita, Japan and contributed successfully to the tourism of the film location, to understand its influence on both Japanese domestic travelers and travelers from Korea. In many cases, Korean TV dramas contributed to attract Japanese travelers to visit Korea, however, ‘IRIS’ positioned itself as a distinctive case which impacted strongly on both Japanese and Korean tourism.Among the many TV programs have been lmed in Japan, the TV series ‘IRIS’ was filmed in Akita pre-fecture, Japan and aired from October to December of 2009 in Korea. The influence of the Drama was phe-nomenal that many Koreans began to visit Akita from November 2009, before the airing has finished (see Figure1). While there are many factors for the signi-cant success of the ‘IRIS’ in the audience rating and its inuence on tourism, this study focuses on the under-standings of both Japanese and Korean travelers who 立教大学観光学部紀要　第16 号 2014年 3 月立 教 大 学 観 光 学 部 紀 要 第 16 号 2014年 3 月Rikkyo University Bulletin of Studies in Tourism No.16 March 2014Rikkyo University Bulletin of Studies in Tourism No.16 March 2014＊＊＊立教大学観光学部・准教授　 ＊＊＊東京成徳大学人文学部観光学科・准教授　 ＊＊＊九州国際大学国際関係学部・准教授pp. 132-135.研究ノートWho Are the Tourists Motivated by the Korean Drama “IRIS”? HAN, Jiho＊ （韓　志昊） DAI, Junko＊＊ （臺　純子） CHOI, Keumjin＊＊＊ （崔　錦珍）Abstract: フィルム・ツーリズムは，ロケ地への観光客集客の効果が注目され，デスティネーション・マーケティングの側面から多くの研究が行われてきた．しかし，ロケ地訪問をする観光客について詳細な分析をした研究はまだ少ないと言える．本研究は，2009年に秋田の各地でロケを行い，韓国人観光客だけでなく，日本人観光客の誘致にも貢献した韓国ドラマ『アイリス（IRIS）』を事例に，韓国人と日本人観光客の特徴や行動について明らかにする．Keywords:   IRIS, Korean drama, tourists, motivation̶　　̶133立教大学観光学部紀要　第16 号 2014年 3 月立 教 大 学 観 光 学 部 紀 要 第 16 号 2014年 3 月Rikkyo University Bulletin of Studies in Tourism No.16 March 2014Rikkyo University Bulletin of Studies in Tourism No.16 March 2014have visited Akita motivated by ‘IRIS’ regarding their proles and behavior.This paper reports the results of in-depth interviews with travelers and individuals who were associated with the production process of ‘IRIS.’II   Literature ReviewRegarding the denition of ‘lm tourism,’ two books (Beeton, 2005; Roesch, 2009) reviewed various ver-sions and provided their own denitions as “visitation to sites where movies TV programmes have been lmed as well as to tours to production studies, including lm-related theme parks” (Beeton, 2005, P.11) and “a specific pattern of tourism that drives visitors to see screened places during or after the production of a feature lm or television production” (Roesch, 2009). For this research, the definition by Roesch (2009) is employed to explain the phenomenon of travel visits to lm locations during and after the production of a TV drama. Also ‘lm tourism’ and ‘lm-induced tourism’ are considered as equivalents in this study.Research on film tourism can be found since the beginning of 1990s, however, most of the studies exam-ined the relationships of lm locations and destination marketing (Alderman, Benjamin, & Schneider, 2012; Beeton, 2005; Hudson & Ritchie, 2006; O’connor, Flanagan, & Gilbert, 2008; Tooke & Baker, 1996) and destination image and destination choice (Bolan & Williams, 2008; Busby, Ergul, & Eng, 2013; Hudson, Wang, & Gil, 2011; Sellgren, 2011; Iwashita, 2008). But only a few studies have been conducted to find characteristics and behaviors of film tourists (Buch-mann & Fisher, 2010; Frost, 2010; Kim, 2012). With the increasing worldwide attention to the strong growth of Korean pop culture, academic studies also have focused on the Korean pop culture’s inuence on tour-ism (Han, & Lee, 2008; Kim, Agrusa, Chon, & Cho, 2008; Kim, Agrusa, Lee, & Chon, 2007; Kim, 2012; Lin & Huang, 2008).III   Research DesignDue to the exploratory nature of this research, in-depth interview was adopted as a primary method of data collection to investigate the characteristics of Japa-nese and Korean travelers who have visited Akita moti-vated by ‘IRIS.’ In June 2012, a series of interviews were conducted with individuals who have involved in the process of production of ‘IRIS’ in Akita. The Akita Prefecture Department of Tourism, Akita Nairiku Jūkan Railway, the president of Taenoyu, the president of Tsu-runoyu, the manager of restaurant ORAE cooperated to provide information on their involvement with the lming production and their observation of both Japa-nese and Korean travelers. In 2013, five respondents who reside in Kanto area participated in face-to-face in-depth interviews and six respondents in Kyushu area did not travel to Akita but provided new findings on lm tourism. Interviews with Korean travelers are to be Figure 1 Korean Tourists Arrivals in Akita and JapanJapanAkita立教大学観光学部紀要　第16 号 2014年 3 月立 教 大 学 観 光 学 部 紀 要 第 16 号 2014年 3 月Rikkyo University Bulletin of Studies in Tourism No.16 March 2014Rikkyo University Bulletin of Studies in Tourism No.16 March 2014̶　　̶134scheduled in the rst half of year 2014 and the results will be reported in the further research.IV   DiscussionFor the case of ‘IRIS,’ the significant influence as a motivation to travel occurred since the drama has satised the features to attract Korean viewers: attrac-tive characters (actors); the love story; and the beauti-ful scenery (Kim et al., 2007). The strongest factor that contributed to motivate Korean viewers to visit Akita was the beautiful scenery of snow, which was not known to many Korean travelers. Korean travel-ers who have visited Akita soon after the exposure of Akita in snow on the earlier episodes showed instant reaction because they wanted to visit Akita while they could enjoy the scenery of snow they have seen on TV. While most of the Korean travelers to Akita used the tour package of the ofcial travel agency, ‘Hana tour’ in Korea, there were also individual and group tourists who have stayed at Japanese traditional accommoda-tions, ‘Ryokan’ in Akita. The major destinations in Japan are Tokyo, Osaka, and Fukuoka to most foreign visitors and the pattern has long been continued in inbound tourism of Japan. ‘IRIS’ was a powerful media to inform Koreans of the new destination of Japan: in fact, there were rare cases among package tour partici-pants to Akita whose visit was the rst travel to Japan while the majority of Korean travelers began their visits from Tokyo and Osaka or Fukuoka. Since the snow season in Akita is off-peak period for domestic travel-ers’, attracting Korean travelers during winter could contribute to the tourism in Akita positively. Although Korean travelers’ visits could not continue because of the earthquake in 2011, Akita prefecture is now familiar to potential Korean travelers.While Korean travelers are mainly general travelers who were attracted to the scenery of Akita they have seen on the drama, Japanese domestic visitors to Akita were mostly the fans of the leading actor of the drama, ‘Lee Byung-Hun.’ A large number of the fans stayed in Akita during the three weeks while Lee was stationed to lm the drama in Akita (see Table1). Most of them have never visited Akita before and they were not only from Tokyo or Osaka, the metropolitan cities, but also from various areas of Japan. The presence of fans gave strong impression to the individuals who have ofcially asso-ciated with the production who were not familiar with Korean TV dramas and Korean actors to expect positive impact by contributing to the production.Some of the fans became friends to each other while they were staying in Akita and held memorial concerts twice at ‘ORAE’, the restaurant by the lake Tazawa where many fans spent time to share information during their stay in AkitaAlthough most definitions of film tourism describe the phenomenon as visiting places lm has been lmed, now celebrity fans are active in visiting locations during the lming because it is getting more and more easier to network with other fans and share information about lming schedules and locations.V   Further ResearchFrom the interviews with the fans of Korean TV dra-mas in Kyushu area, an interesting characteristic was found that even in the time of political tension between Japan and Korea, they don’t worry about the situation and continue travels to Korea. They have strong net-Table 1   Characteristics of Japanese and Korean Travelers to Akita motivated by ‘IRIS’Features Japan KoreaVisitors to Akita Fans of the actor ‘Lee Byung-Hun’ Those who have watched ‘IRIS’Beginning time  of the visitsDuring the filmingRight after the episode filmed inAkita was aired in KoreaTravel Type Individual & Group Tour Package & Individual(Prepared by the authors based on interview results)̶　　̶135立教大学観光学部紀要　第16 号 2014年 3 月立 教 大 学 観 光 学 部 紀 要 第 16 号 2014年 3 月Rikkyo University Bulletin of Studies in Tourism No.16 March 2014Rikkyo University Bulletin of Studies in Tourism No.16 March 2014works with Korean friends in Korea and they are well aware of how to travel safely around Korea and the real situation in Korea, which is quite different from the media reporting in Japan. However, Those who reside in Tokyo area tend to postpone their travels to Korea during the time of political tension between Japan and Korea, because their family worries them. It can be assumed that the geographical distance may have inu-enced on the psychological distance and more detailed analysis needs to be done on this relationship.More comprehensive analysis is to be done with the results of interviews with Korean travelers during the year of 2014.AcknowledgementThis study was supported by JSPS KAKENHI Grant Number 24611020.Notes 1） “Iris” is a Korean TV drama aired by KBS, lmed in 5 dif-ferent cities in Akita prefecture, Japan for 3 weeks in March 2009. Twenty episodes were aired between October and December 2009 in Korea and earned 20％ audience rating for the rst episode and ended successfully with more than 40％ rating for the nal episode. Also it was aired on CS channel from March 2010 and on TBS from April 2010 in Japan.ReferencesAlderman, D. H., Benjamin, S. K., & Schneider, P. P. (2012). Transforming mount airy into mayberry lm-induced tourism as place-making. Southeastern Geographer, 52(2), 212–239.Beeton, S. (2005) Film-induced Tourism. Clevedon: Channel View Publications.Bolan, P., & Williams, L. (2008). The role of image in service promotion: Focusing on the influence of film on consumer choice within tourism. International Journal of Consumer Stud-ies, 32(4), 382–390.Buchmann, A., Moore, K., & Fisher, D. (2010). Experiencing FILM TOURISM: Authenticity & fellowship. Annals of Tour-ism Research, 37(1), 229–248.Busby, G., Ergul, M., & Eng, J. (2013). Film tourism and the lead actor: An exploratory study of the inuence on destina-tion image and branding. Anatolia: An International Journal of Tourism & Hospitality Research, 24(3), 395–404.Frost, W. (2010). Life changing experiences: Film and tourists in the australian outback. Annals of Tourism Research, 37(3), 707–726.Han, H., & Lee, J. (2008). A study on the KBS TV drama winter sonata and its impact on korea's hallyu tourism development. Journal of Travel & Tourism Marketing, 24(2–3), 115–126.Hudson, S., & Ritchie, J. R. B. (2006). Film tourism and destina-tion marketing: The case of captain corelli's mandolin. Journal of Vacation Marketing, 12(3), 256–268.Hudson, S., Wang, Y., & Gil, S. M. (2011). The inuence of a lm on destination image and the desire to travel: A cross-cultural comparison. International Journal of Tourism Research, 13(2), 177–190.Iwashita, C. (2008). Roles of lms and television dramas in inter-national tourism: The case of japanese tourists to the UK. Jour-nal of Travel & Tourism Marketing, 24(2–3), 139–151.Kim, S. S., Agrusa, J., Chon, K., & Cho, Y. (2008). The effects of korean pop culture on hong kong residents' perceptions of korea as a potential tourist destination. Journal of Travel & Tourism Marketing, 24(2–3), 163–183.Kim, S. S., Agrusa, J., Lee, H., & Chon, K. (2007). Effects of korean television dramas on the ow of japanese tourists. Tour-ism Management, 28(5), 1340–1353.Kim, S. (2012). The relationships of on-site lm-tourism experi-ences, satisfaction, and behavioral intentions: The case of asian audience's responses to a korean historical TV drama. Journal of Travel & Tourism Marketing, 29(6), 472–484.Lin, Y., & Huang, J. (2008). Analyzing the use of TV miniseries for korea tourism marketing. Journal of Travel & Tourism Mar-keting, 24(2–3), 223–227.O'Connor, N., Flanagan, S., & Gilbert, D. (2008). The integration of lm-induced tourism and destination branding in yorkshire, UK. International Journal of Tourism Research, 10(5), 423–437.Roesch, S. (2009). The Experiences of Film Location Tourists. Clevedon: Channel View Publications.Sellgrem, E. (2011). Film-induced tourism: the effect lms have on destination image formation, motivation and travel behavior. Saarbrucken, Germany: LAP LAMBERT Academic Publishing GmbH & Co. KG.■

Who Are the Tourists Motivated by the Korean Drama“ IRIS”?

https://rikkyo.repo.nii.ac.jp/?action=repository_action_common_download&item_id=9110&item_no=1&attribute_id=18&file_no=1

Who Are the Tourists Motivated by the Korean Drama“ IRIS”?

Abstract

Similar works

Full text

Available Versions

立教大学学術リポジトリ