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?
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