Morning drama series, asadora, attract one of the highest number of viewers watching programmes on Japanese television. These serialised drama series broadcasted by state broadcaster NHK over the...Show moreMorning drama series, asadora, attract one of the highest number of viewers watching programmes on Japanese television. These serialised drama series broadcasted by state broadcaster NHK over the course of half a year, have induced large-scale tourism to sites related to the film locations in the series. The success of such “contents tourism” has a significant economic effect, inspiring producers to choose rural areas coping with depopulation and economic loss. This thesis takes the series Hiyokko, broadcasted in 2017, as an example to explore the field of contents tourism and its cultural framework and history. By investigating the content and narrative of asadora, as well as the economic impact of rural revitalisation, this thesis provides an extensive study on asadora from a socio-cultural and economic perspective.Show less
