Abstract
This study focuses on Aomori, a prefecture situated in the northern part of the Japanese main island Honshu. Riding on the popularity of time-slip-themed entertainment, Aomori began to brand itself as a place where people can experience a time-travel journey to the Jomon, the Japanese prehistoric era. Through this study, we investigated the practice of Aomori to incorporate fantasy in its heritage tourism. Mixed-method research was used to retrieve and analyze information about Aomori and its Jomon-themed time-slip tourism, including desk research and word frequency analysis. While selling fantasy in tourism is a not-so-new topic, the Aomori case shed light on the alternative strategy that regional areas can consider. The prefecture showed us the prospect to combine fantasy and the local culture to attract younger tourists and dedicated pop-culture fans to visit the local attractions. It also demonstrated the potential of thematic fantasy in heritage tourism, especially archaeotourism, often perceived as boring by the younger generation. Additionally, the Aomori case indicated the importance of tourism infrastructure, creative marketing, and innovation in heritage tourism. It further signifies the importance of speeding up digital transformation for the future of heritage tourism.
Highlights
Many Japanese people have been showing a strong interest in time travel or, as called by the Japanese, time-slip-themed entertainment
This study confirmed the practice of Aomori to incorporate fantasy in heritage tourism
The paper contributes to the literature by highlighting strategies in developing regional heritage tourism by combining fantasy and pop culture to promote pre-historical assets
Summary
Many Japanese people have been showing a strong interest in time travel or, as called by the Japanese, time-slip-themed entertainment. The fans are usually attracted to and fantasize about men from the past [3] Their interest in historical objects and heritage sites is deeply influenced by historical dramas, movies, and games [4]. In recent years, these female fans began to flock into castles, battle sites, museums, and old bookstores across Japan to fulfil their fantasies on certain historical figures or events [1]. These female fans began to flock into castles, battle sites, museums, and old bookstores across Japan to fulfil their fantasies on certain historical figures or events [1] Their pilgrimages have stimulated the growth of heritage tourism in various Buddhist shrines and Shinto temples [4]. Responding to this, many regional cities and towns began to promote their historical assets to cater for the growing demand for fantasy-themed heritage tourism
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