Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 176

CINEMA, DESTINATION IMAGE & PLACE BRANDING dian city. Meanwhile, Wu et al. (2010) assessed the difference between urban eco- tourism destination and traditional ecotourism destination of Taiwan in the BNP (Best non-fuzzy value) method and presenting dimensions of urban ecotourism. What these two studies have in common is the fact that both of them address the possibility of urban ecotourism as a new trend of ecotourism and directions for its development. Namely, the studies were designed to expand the concept of eco- tourism and the scope of industries to which the concept can be applied practi- cally and further create new tourism activities of ecotourism and expand tourism markets in order to enhance effects on the local economy and social contribution. Considering this trend, this study is based on a broader concept of urban eco- tourism destination. Specifically, in a country like Japan which has witnessed acti- vated domestic tourism and boasts of abundant natural resources at hand, the one day hiking often and repeatedly enjoyed in daily lives is seen as a form of eco- tourism. This type of one day hiking is also connected to core concepts required by ecotourism such as preservation of nature, education effect, and various exchanges with the community concerned. Consequently, given the definition of urban ecotourism’ by GTA, this study defines small ecotourism or popular ecotourism activity like hiking taking place in the place of residence over the weekend as “passive ecotourism” by moving the scope, that is, the place of urban ecotourism destination to everyday settings. 3. Theoretical Model and Hypotheses This study sets out empirical analysis results, with a focus on ways of raising the competitiveness of urban ecotourism destination. To this end, this study first applies experimentally three attributes such as destination image, awareness and uniqueness as key influential variables to create competitiveness of urban eco- tourism destination and two attributes such as overall satisfaction and destina- tion loyalty as outcomes. View point of passive ecotourism is used in the study to approach the subject matter. Urban ecotourism destinations around small and medium level cities in Japan have advantages of easy access, relatively high fre- quency of visit, and low prices, and therefore, concepts of major attributes which have been used for research on tourism destination so far are also examined in an exploratory manner in relation to urban ecotourism destination in this study. 176 return to the content page