Anime in Tourism: An Analysis of Norwegian Anime Enthusiasts’ Motivation for Conducting Anime-Induced Travels to Japan

Anime is a part of Japan’s biggest growing markets outside of Japan (JNTO, n.d. a; AJA, 2018). What attracts overseas consumers to watch anime ranges from everything to having coherent and interesting storylines, Japanese culture elements (Thelle, 2009; Yegulalp, 2018) to unique styles and drawings (JNTO, 2011; Yegulalp, 2018). Anime can also be connected to tourism and is more specifically referred to as anime pilgrimage or anime tourism, where fans conduct travels to locations featured in anime films or television shows (Okamoto, 2015; Beeton, 2016). What motivates fans to conduct anime travels to Japan can be due to several different reasons. In this thesis, I have chosen to focus on Norwegian anime enthusiasts’ motivations for conducting anime-induced travels to Japan. I have discussed their motivations regarding theories revolving around film ‘imaginaries’, anime tourist behaviour and motivation, as well as what characterizes an experience in regards to the Experience Realms model (Pine II & Gilmore, 1999). Motivators that were individually answered by the Norwegian enthusiasts will in addition also be discussed and analysed. Such motivators revolved around ‘travelling out of interest’, ‘travelling to meet individuals with the same interests’, and to ‘experience anime theme parks’. The Norwegian anime enthusiasts’ answers have also been analysed and discussed in terms of which anime enthusiast category they fit the description of.