Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 204

CINEMA, DESTINATION IMAGE & PLACE BRANDING collision of a Japanese Coast Guard vessel with a Chinese fishing boat in the waters around the Senkaku Islands in September 2010, the Great East Japan Earthquake in March 2011, and Japan’s nationalisation of the Senkaku Islands in September 2012. Apart from in Q4, the number of travellers in each of the quarters in 2010 greatly exceeded the numbers in the previous year. It is considered that the impact of the new strain of influenza in Q2 and Q3 did not contribute to the growth in 2009. In July 2010, Japan implemented a measure toward relaxing the require- ments for individual Chinese travelers to obtain a tourist visa. 2) South Korea Looking at the year-on-year comparison, we see visitors to China increased in 2010, were basically unchanged in 2011, and decreased slightly in 2012. From the second half of 2010 until the first half of 2011, the South Korean won was strong and the Chinese renminbi was weak. But then from the second half of 2011 onwards, the renminbi was strong and the won was weak. Also, on entering 2012, interest increased in PM2.5 (an indicator of air pollution, specifically the amount of particulate matter in the air small enough to lodge in the respiratory system). In the year-on-year comparison, travellers to Taiwan increased in each of the four quarters. Generally, the Taiwanese dollar was strong and the South Korean won weak during this period. The number of travellers to Japan increased up to Q1 of 2011, but during that period the won was generally strong and the yen weak. The Great East Japan Earth- quake and the nuclear power plant accident occurred in March 2011. After that, compared to 2009 there were no positive values until Q1 of 2012, and in the year- on-year comparison too, there were no positive values until Q2 of 2012. 3) Taiwan Visitors to China decreased slightly from Q2 of 2012, but from Q4 of 2010 to 2011, the Taiwanese dollar strengthened and the Chinese renminbi weakened. However, from 2011 onwards, the Chinese renminbi strengthened and the Tai- wanese dollar weakened. In addition, on entering 2012, interest in PM2.5 increased. As a whole, the number of travellers to South Korea increased apart from Q1 of 2011. There was an outbreak of bird flu in South Korea in December 2010. In terms of the exchange rate, the Taiwanese dollar generally trended strongly against the South Korean won over the period. 204 return to the content page