Japanese Tourism Persuasion Through Content Tourism in Anime Films: A Mass Communication Perspective of Anime Fans

Abstract

This study aims to investigate the persuasive role of anime as a medium of mass communication in promoting Japanese tourism destinations. It specifically explores how visual, narrative, and emotional elements in anime influence viewers’ interest in visiting real-world locations featured in the films. The study uses descriptive qualitative design and applies Mayring’s content analysis method. Data were collected through detailed scene observation in two anime titles, Your Name and Detective Conan, which were selected for their use of real-life Japanese tourist settings. The scenes were analyzed thematically by identifying visual aesthetics, narrative structures, and emotional appeals that may influence tourist perceptions. The analysis reveals that Your Name relies on visually rich and emotionally resonant depictions of destinations, while Detective Conan integrates iconic landmarks within its storyline to evoke nostalgia and familiarity. Both anime titles effectively shape a positive image of Japan and stimulate viewers’ desire to visit the featured locations. This research provides an original contribution by linking anime content with tourism behavior through a mass communication framework. It demonstrates the potential of anime as a soft power strategy for tourism promotion, offering insights that may be adapted in other countries, including Indonesia.