"seichi junrei" movement: a case of chichibu anohana

Shibaura Institute of Technology

Economical Systems Science Lab.

"Seichi junrei" movement: a case of Chichibu Anohana

Kazuya Horiuchi

Yuhsuke Koyama

Shibaura Institute of Technology

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Economical Systems Science Lab.

1. Many anime fans visit the place where is used in anime TV programs

• Firstly, Core fans’ private activities

• The growth of CGM triggered these activities popular.

2. The rise of Animetourism• Seichi junrei (pilgrimage to sacred places)• Popular case： Washimiya, Saitama(”Lucky Star”)

Local governments has become more positive

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Research Background

Economical Systems Science Lab.Economical Systems Science Lab.

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Oarai, Ibaraki(Isomae Jinzya Shrine)

Chichibu,Saitama（Jourinji Temple)

Economical Systems Science Lab.

http://blog.livedoor.jp/seichijunrei/

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•Compare real and anime landscapes•Plot all landscapes into the google map

Economical Systems Science Lab.

Research Topic

• Needs of anime touristsThere are large cognition gaps between anime tourists and local residents

• Can anime be resources of tourism?

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Economical Systems Science Lab.

3．Research field: Chichibu, Saitama

• Population: 68,000• Number of households: 26,000

• Visitors/year: 3,000,000

• Popular Sights：• Hitsuji-yama Park(moss pink)・pilgrimage for numbered temples

• Most places are for seniors

• Anime “Anohana: The Flower We Saw That Day” used the Chichibu area as the location place

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Hitsuji-yama Park JourinjiTemple(no.17)

Economical Systems Science Lab.

Anohana: The Flower We Saw That Day• an 11-episode Japanese anime television series

• Broadcasted in April-June season, 2011

• Smash hit: Viewing rate is 3-4%• Ordinary anime has only 1% viewing rate

• Both boys and girls love Anohana andvisit Chichibu

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Economical Systems Science Lab.

Questionnaire survey(1)

• Date: 25/8/2012，8/10/2021• August 25: 49 men and 24 women

• October 8: 23 men 6 women

• Total:102 72 men and 30 women

• Place and time• Jourinji temple, 11 a.m. – 3 p.m.

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Economical Systems Science Lab.

Questionnaire survey(2)

• 30% visitors are women• Special case in Anohana?

• Many anime tourists are 20s• Average: 26

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72

30

men

women

less than 19, 14

20-29, 68

30-39, 1540-49, 4

50 and more, 1

0%

50%

100%AGE

Economical Systems Science Lab.

Questionnaire survey(3)For what would you visit Chichibu again?

• Most visitors say they want to visit again.• Nearly 85%

• Many want to visit for sightseeing needs: independent of Seichi-junrei

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43

31

179

sightseeing

seichi-junrei

anime event

neither

Economical Systems Science Lab.

Communication among the Anime tourists

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Economical Systems Science Lab.

Interview

1. Yakitori Restaurant,“Mamechan-chi”• Shimazaki Koichi, Store Manager

• Oct.8,2012, 14：30-15：30

2. Chichibu city office• Nakajima Manabu, Division of sightseeing

• May 7, 2013, 13：00 -14：00

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Mamechan-chi

Economical Systems Science Lab.

Yakitori Restaurant,“Mamechan-chi” (1)

• Demonstrate the scene of Ano-hana• From Aug. 28, 2012

• Various goods are on display

• Visitors can fill out the communication notes

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Economical Systems Science Lab.

Mamechan-chi (2)

• Communication space among anime tourists• Some tourists send presents to Mamechan-chi• Someone become a repeater of mamechan-chi

• Ano-hana effect is only 5% for the amount of sales in Chichibu local shops• Young anime tourists do not have enough money

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Economical Systems Science Lab.

Chichibu city office

1. Economic effect: 320 million JPY• 80,000 visitors in 2011 Apr - Oct

4000/visitor x 80000 ＝320,000,000 JPY

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2. Goal: get repeaters in the long span• 10 years or more

Some anime tourists visit Chichibu for family trip in the future

At present: they do not discuss from an economical viewpoint We want anime tourists to enjoy Chichibu

It is impossible to judge whether Ano-hana effect is in success or not

Economical Systems Science Lab.

Discussion (1) to get newcomers

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Positive feedback loop

Waste of time ⇨ Out of fashion

Economical Systems Science Lab.

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Discussion(2) To get repeatersAT：Anime touristsLC：Local citizens

Economical Systems Science Lab.

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• Negative feedback loop

Bad manner⇨ Unscrupulousness↑ Decrease the Anime tourists

Discussion (3) vicious circle

Economical Systems Science Lab.

Results1: Not to fail the development project

To avoid the vicious circle…

• Seichi(home town): avoid the excess campaign• Anime tourists hate the unscrupulous business

• Anime creator: do not bulldoze the location

• Anime tourists: keep a good manner• It is important to remind the manner among anime tourists

• First visitors’ manner are good in many cases, however, followers are terrible

Economical Systems Science Lab.

Results2: To succeed in the project

• Seichi(home town): show the understanding for the anime• communication space

• Understanding -> communication between tourists and local citizens -> repeater

• Anime tourists: Show the information • Blog or SNS is important to increase followers

Economical Systems Science Lab.

Results

1. Anime tourists visit Chichibu as a place of recreation and relaxation• Ano-hana fans communicate one another in the place of Ano-hana

2. Anime tourism is only a detonator• Various features are necessary to get repeaters

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Economical Systems Science Lab.

Questionnaire survey(3)

• Many anime tourists visit Chichibu in a groupOnly 15% visit Chichibu independently

• Visitors from various place• One from overseas: Taiwan (Chinese Taipei)

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15 58 18 11

0% 20% 40% 60% 80% 100%

Size of a group

1 2 or 3 4 or 5 5 and more

Saitama, 15

Tokyo, 10

Kanagawa, 8

Chiba, 7

Other Japan, 20

Overseas, 1

0%

20%

40%

60%

80%

100%

Kanto Area

Economical Systems Science Lab.

Mamechan-chi (2)

Shop manager is very active • Want young people to know Chichibu more

• Plan various events

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Ano-hana effect is only 5% for the amount of sales in Chichibu local shops• Young anime tourists do not have enough money

Is it weak for the content of sightseeing?