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The presentation deals with the analysis of the tourist images of Japan and its prefectures and contains the results of the research carried out both on the base of examination of official Japanese statistics and tourist literature in Japanese, English and Russian and social polls and field studies in Japan. In this paper we present the results of the research conducted by the specially created for this work original method of analyzing of tourist literature that allowed us to select prefectures most rich in different tourist images and to develop a typology of Japanese prefectures.