Anime consumer motivation for anime tourism and how to harness it

Although a niche, the consumption of Japanese anime and related products is extensive and expected to grow. This study explores Chinese anime consumer motivation to participate in anime tourism. A mixed method is applied to identify travel motivation factors and to examine their importance across three levels of involvement (anime audience versus anime fans versus otaku), and as based on sociodemographics. Three motivation factors were identified: (1) Blending reality and fantasy, (2) Social belonging, and (3) Self-development, with the latter considered as most important. Results show that the importance of Blending reality and fantasy is higher for consumers with a greater level of involvement in the anime subculture, and the otaku is the most promising group in terms of tourism motivation. Recommendations for anime destination and attraction marketing are suggested.