Search

This study sought to investigate whether livestreaming of a local performing art could positively promote inbound tourism. Taking advantage of the features of new media and based on the theory that promotion of local performing arts must include measures to educate consumers, the author experimented with three Iwami kagura livestreaming shows whose programs contained educational contents and components to maximize the audience experiences. Using the data from surveys of 49 respondents, the author found that the YouTube livestreaming shows increased the number of potential tourists and positively influenced the viewers’ willingness to watch Iwami kagura. Discussing the benefits and issues of livestreaming, the author suggested that inbound tourism promotors could consider livestreams as an option of inbound tourism promotion during the COVID−19 pandemic.

By recognizing stories related to sightseeing spots as “Japan Heritage,” the Agency for Cultural Affairs of Japan aims to revitalize local communities which experience economic recession due to the aging population. This project assumes that stories have the power to stimulate inbound tourism. This study tested whether a video with a story effectively promotes inbound tourism. The definition of a story meant by the Agency was discussed and videos of Iwami kagura were created to test the assumption. Using the data from the focus groups of 130 non-Japanese participants, the author found the story-based videos effectively increased the viewers’ willingness to watch Iwami kagura. The author concluded that inbound tourism videos with detailed explanations of the historical background of sightseeing spots could stimulate motivation for visiting foreign destinations.