Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 171

The structural relationships of destination image, awareness, uniqueness and destination loyalty in the passive urban ecotourism destination Mr. Kim Sang Jun 1 ABSTRACT This study is designed to explore the conceptualization of ecotourism in order to expand the concept into ecotourism activities in our daily lives. To this end, the author proposes the “passive urban ecotourism” concept and conducts an empirical study with a focus on Nabari City, a small Japanese city with well-preserved natural envi- ronment which has been attracting a number of visitors. In this study, destination image, awareness, and uniqueness are presented as key independent variables to set directions for the development as a passive urban ecotourism destination and thereby the “theoretical passive urban ecotourism model” is developed, and four hypotheses for this study are examined. Findings from the examination reveal that destination image and awareness are found to have a positive impact on overall satisfaction, while destination uniqueness generates statistically significant result. In the First Visitor group, however, destination uniqueness appears to have a significant impact of some degree, with less influence than expected. In order to help redefine ecotourism and suggest a variety of research questions for ecotourism markets, it is necessary to con- duct an empirical study covering “passive urban ecotourism” and its conceptualiza- tion, motivation of ecotourists, and lifestyles from a more concrete perspective. 1. Introduction One of the characteristics of Japan’s tourism market is the fact that while in and outbound international tourism markets are well developed, domestic tours are very active in Japan, compared with many other countries. This is clear in the 2013 statistics alone; the comparison of the number of Japanese tourists traveling overseas and that of their counterparts in 2013 (Japan Tourism Agency, 2014) shows that the number of overseas travelers was 17.45 million, while domestic travelers amounted to 393.46 million (one day trip 211.55 million and stay trip 181.91 mil- lion), around 22 times more than overseas travelers in number. Like this, activated 1 Associate Professor, Faculty of Business Administration, Kindai University, Japan return to the content page 171