Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 190

CINEMA, DESTINATION IMAGE & PLACE BRANDING expand the concept of ecotourism, which draws attention as an alternative tourist activity or tourist commodity. Accordingly, in order to bring the concept of eco- tourism to the fields of casual tourism activities enjoyed in nearby nature in every- day lives (e. g. Hiking, water sports etc.), this study proposed “Passive Urban Ecotourism”. Furthermore, with the aim of identifying a structural relationship be tween key attribute dimensions of ecotourism destination considered by tourists taking part in “Passive Urban Ecotourism” associated tourism activities (e. g. hiking, water sports etc.) and overall satisfaction and destination loyalty of tourism activities, “Theoretical Passive Urban Ecotourism Model” was proposed to test hypotheses. Results of testing “Theoretical Passive Urban Ecotourism Model”, destination Image was found to be a key attribute dimension that affects overall satisfaction, and destination awareness appeared to be a significant influence. However, destination uniqueness turned out not to be statistically significant. These findings revealed that at Nabari, the subject of this study, tourists primarily visit natural sites like The Akame 48 waterfalls, Kaochi valleys, and Shorenji Lake as tourism activities, and the city has a limitation that there are not enough cultural, historical, and other entertainment-related tourism resources other than nature. Moreover, there are competing destinations near Nabari, which offer scenic sites and tourism activities similar to those of Nabari. Consequently, destination image and awareness of visitors have toward the current natural environment appeared to be assessed positively to some degree, which led to a significant impact on overall satisfaction. Compared with other areas, nevertheless, the city lacked in uniqueness, which makes it stand out from its competitors. This means, in turn, that the city desperately requires other attractions than nature to enhance satis- faction of visitors. In this respect, Nabari City should take into consideration the need of developing a variety of adventure programs linked to its nature, when exploring directions to develop into a site of ecotourism promoted by the city in the course of policy making. It is also critical for the city to consider attributes of First Visitor and Repeat Visitor when developing policy directions for ecotourism. Given that potential vis- itors are characterized by their preference to individual tours with family, friends, and couple, it is necessary to develop policies in terms of software covering edu- cation programs and events for them. In addition, it is necessary to improve access to information through newspapers and magazines and current websites and develop comprehensive promotion strategies to create new image of the area. Besides, emphasis should be given to policies to maintain visits of Repeat Visitor, major visitor group at present. Given the characteristics of Repeat Visitors such as 190 return to the content page