Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 198

CINEMA, DESTINATION IMAGE & PLACE BRANDING cally too, since ancient times the other countries in this region have been influ- enced by China and have the history of using kanji (Chinese characters) for their writing systems. Conversely, there are differences between them in terms of their recognitions of history, politics, and thought, and they have also frequently come into conflict depending on the period and circumstances. But compared to other countries and regions, the part of their values that these four countries share with each other is relatively large. Therefore, when we consider the interaction between them in this region as neighbouring countries, in whatever the situation it is pos- sible to clarify whether they contribute to fluctuations in international tourism, and in particular, to consider their contribution to international tourism in the future as neighbouring countries. In this paper, trends in overseas travel in the four countries in the Northeast Asia region will be considered, focusing on the trends from 2010 to 2012, and particularly in the context of the socio-political issues and disasters that have occurred in this zone. The current article carries out basic analysis of the trend in overseas travel based on data published by governmental tourism promotion agencies. Follow- ing that, qualitative analysis which takes into account destabilising factors such as changes in the exchange rate, politics, diplomacy, social trend, disaster and epi- demic is performed. In regards to analyses of overseas travel, organisations such as the UNWTO publish their analysis of statistical data obtained from the country of arrival. However, analysis of data from statistics of the country of origin is rare. The current article provides insight into communication through tourism amongst neighbouring countries by carrying out qualitative analysis following quantita- tive analysis regarding the situation of countries of origin and those of arrival. 2. The overseas travel conditions in each country and the region In this section, the overseas travel conditions from 2010 to 2012 in the North- east Asia region consisting of the four countries of China, South Korea, Taiwan, and Japan will be shown. Each year is divided into quarters, from Q1 to Q4. Each quarter in 2009 is set as 100 and then each respective quarter in the following years is com- pared to the corresponding quarter in the base year of 2009. In addition, the table shows the year-on-year changes, which are the changes compared to same quarter in the previous year. From around Q2 of 2009, the new strain of influenza became a global epidemic and it is considered to have had an impact in 2009, mainly in Q2. But 198 return to the content page