以漫促游:日本地方城市的振兴之路——以鸟取县境港市水木茂之路的建设为例

Local Cities' Road to Revitalization in Japan: A Case Study on Comic-Oriented Tourism of Mizuki Shigeru Road in Sakaiminato

20世纪80年代末,受各种社会环境变化影响,日本鸟取县境港市中心商店街走向衰退。为激活地方振兴经济,境港市在日本国内率先开辟了一条利用漫画元素重建街道的旅游道路——水木茂之路。在再造街道的20多年时间里,政府、公共机构和民间三方力量团结协作,通过全方位利用妖怪元素,完善道路设施,打造旅游硬件环境,设计并实施开展相关活动和节日,丰富文化软件建设,同时借助新闻、动画片、电影和电视剧等内容,通过媒体宣传提升知名度、影响力和游客数量。最终,在各方努力下,原本以水产品销售为主的传统商店街转变为以妖怪文化为标志的旅游街道,境港市成功实现了区域经济振兴的目标。

From the end of the 1980s,affected by social environment,the central shopping street in Sakaiminatocity of Tottori fell into the plight of recession. In order to revive the stagnant economy,the Sakaiminato city took thelead in developing tourism by using comic content comprehensively. In the last two decades,the government,public institutions and civil communities worked together to improve the infrastructure,design and to hold localevents and festivals. Meanwhile,the popularity of the local place was raised by animations,movies and dramas viathe cooperation with television and other media. Finally,with the combined effort of all parties involved,thetraditional shopping street where aquatic products were used to sold was transformed intoa tourism-driven streetcharacterized by “yokai culture” . Sakaiminato city successfully achieved the goal of regional revitalization.