5:15 PM - 7:15 PM
[HCG18-P07] Effects of “Natsume's Book of Friends,” an Anime Series Set in the Hitoyoshi-Kuma Region, on Perceptions of the Region by Residents and Tourists
Keywords:Contents Tourism, Perception of Nature, Community Attachment, Residents, Tourists
1. Introduction
Anime pilgrimages, wherein fans visit real-world locales depicted in anime, have gained attention, but such issues as environmental strain and friction with locals remain. The Hitoyoshi-Kuma region in Kumamoto Prefecture, known as the setting for Natsume’s Book of Friends, balances ecotourism initiatives with rich forests and rivers. However, few studies compare residents and tourists regarding “nature perception” and “community attachment,” and studies exploring how anime familiarity might affect these views are also few. In the present study, we investigated how residents and visitors in the Hitoyoshi-Kuma region, as well as those who were highly or less familiar with Natsume’s Book of Friends, perceived nature and felt attached to the local community. We also clarified how familiarity with anime is related to these factors.
2. Methodology
Drawing on the existing scales of nature perception and community attachment, a questionnaire developed for this study targeted visitors to the Hitoyoshi-Kuma region (particularly fans of Natsume’s Book of Friends) and local residents. Surveys were conducted in August 2024 and February 2025 using both online and paper-based formats. In total, 192 valid responses were obtained (96 residents and 96 visitors), which were further classified based on whether the participants were “familiar” or “unfamiliar” with Natsume’s Book of Friends. Respondents ranged in age from their teens to over 60 years, with a roughly equal distribution of male and female participants. Eleven survey items were subjected to an exploratory factor analysis to derive interpretable factors. Subsequently, a two-way analysis of variance (ANOVA) was conducted to examine how the two factors—resident vs. visitor and familiar vs. unfamiliar with Natsume’s Book of Friends—affected scores on each extracted factor.
3. Results
The factor analysis extracted (1) perceived local appeal, (2) awe toward nature, and (3) a sense of local belongingness. A two-way ANOVA revealed no significant main or interaction effect for factor 1. However, factor 2 (awe toward nature) differed significantly between residents and visitors (p < .05), with residents reporting higher mean scores than visitors. This finding suggests that residents who engage with the local environment on a daily basis may approach nature differently than visitors seeking non-routine experiences. Furthermore, factor 3 (sense of local belongingness) showed a significant main effect for familiarity with “Natsume” (p < .05), indicating that individuals with deeper knowledge of the work tended to feel a stronger sense of belonging to the region.
4. Discussion
The aforementioned results imply that pilgrimage tourism in the Hitoyoshi-Kuma region may not merely involve visiting locations depicted in the work; they could also be linked to a feeling of belonging to the community. It appears that those who resonate more deeply with the region’s nature and culture, facilitated by Natsume’s Book of Friends, are likely to perceive the area more positively. Conversely, the difference between how residents and visitors regard nature suggests the need for future strategies that respect both perspectives while preserving the natural environment. Another key challenge will be to devise concrete measures that harness the appeal of the work while ensuring sustainable development of the region.
Anime pilgrimages, wherein fans visit real-world locales depicted in anime, have gained attention, but such issues as environmental strain and friction with locals remain. The Hitoyoshi-Kuma region in Kumamoto Prefecture, known as the setting for Natsume’s Book of Friends, balances ecotourism initiatives with rich forests and rivers. However, few studies compare residents and tourists regarding “nature perception” and “community attachment,” and studies exploring how anime familiarity might affect these views are also few. In the present study, we investigated how residents and visitors in the Hitoyoshi-Kuma region, as well as those who were highly or less familiar with Natsume’s Book of Friends, perceived nature and felt attached to the local community. We also clarified how familiarity with anime is related to these factors.
2. Methodology
Drawing on the existing scales of nature perception and community attachment, a questionnaire developed for this study targeted visitors to the Hitoyoshi-Kuma region (particularly fans of Natsume’s Book of Friends) and local residents. Surveys were conducted in August 2024 and February 2025 using both online and paper-based formats. In total, 192 valid responses were obtained (96 residents and 96 visitors), which were further classified based on whether the participants were “familiar” or “unfamiliar” with Natsume’s Book of Friends. Respondents ranged in age from their teens to over 60 years, with a roughly equal distribution of male and female participants. Eleven survey items were subjected to an exploratory factor analysis to derive interpretable factors. Subsequently, a two-way analysis of variance (ANOVA) was conducted to examine how the two factors—resident vs. visitor and familiar vs. unfamiliar with Natsume’s Book of Friends—affected scores on each extracted factor.
3. Results
The factor analysis extracted (1) perceived local appeal, (2) awe toward nature, and (3) a sense of local belongingness. A two-way ANOVA revealed no significant main or interaction effect for factor 1. However, factor 2 (awe toward nature) differed significantly between residents and visitors (p < .05), with residents reporting higher mean scores than visitors. This finding suggests that residents who engage with the local environment on a daily basis may approach nature differently than visitors seeking non-routine experiences. Furthermore, factor 3 (sense of local belongingness) showed a significant main effect for familiarity with “Natsume” (p < .05), indicating that individuals with deeper knowledge of the work tended to feel a stronger sense of belonging to the region.
4. Discussion
The aforementioned results imply that pilgrimage tourism in the Hitoyoshi-Kuma region may not merely involve visiting locations depicted in the work; they could also be linked to a feeling of belonging to the community. It appears that those who resonate more deeply with the region’s nature and culture, facilitated by Natsume’s Book of Friends, are likely to perceive the area more positively. Conversely, the difference between how residents and visitors regard nature suggests the need for future strategies that respect both perspectives while preserving the natural environment. Another key challenge will be to devise concrete measures that harness the appeal of the work while ensuring sustainable development of the region.