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In the postindustrial economy the role of images in the development of the territories is increasing greatly. Tourism is quickly turning into a driver of Japanese economy. Japan has a high touristic potential, still it is not such a popular destination among people traveling to foreign countries. In our research we aimed at analyzing the stereotypes of the perception of Japan, the problems that hinder more intensive inward foreign tourism and measures aiming at overcoming them and improving the appeal of the country. Among the used methods are social polls, analyzing of more than 12 top guidebooks and websites, field studies and composition of mind maps. Based on original method the rating and typology of prefectures by tourist destination images was composed. Finally mind maps for all kinds of tourist destination image type for most prefectures were made.