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This document discusses the use of popular culture characters known as "gotochikyara" and "yurukyara" in place branding and tourism in Japan. It explains that local cities and prefectures have adopted cute mascot characters to encourage domestic tourism. While yurukyara attract children and the elderly, the study found that they have less appeal to young adults and do not significantly influence their travel decisions. However, yurukyara still have potential to engage young adults if local governments implement effective marketing strategies.
This document discusses the use of popular culture characters known as "gotochikyara" and "yurukyara" in place branding and tourism in Japan. It explains that local cities and prefectures ha…