Time-slip journey to jomon period: A case study of heritage tourism in Aomori Prefecture, Japan

This study focuses on Aomori, a prefecture situated in the northern part of the Japanese main island Honshu. Riding on the popularity of time-slip-themed entertainment, Aomori began to brand itself as a place where people can experience a time-travel journey to the Jomon, the Japanese prehistoric era. Through this study, we investigated the practice of Aomori to incorporate fantasy in its heritage tourism. Mixed-method research was used to retrieve and analyze information about Aomori and its Jomon-themed time-slip tourism, including desk research and word frequency analysis. While selling fantasy in tourism is a not-so-new topic, the Aomori case shed light on the alternative strategy that regional areas can consider. The prefecture showed us the prospect to combine fantasy and the local culture to attract younger tourists and dedicated pop-culture fans to visit the local attractions. It also demonstrated the potential of thematic fantasy in heritage tourism, especially archaeotourism, often perceived as boring by the younger generation. Additionally, the Aomori case indicated the importance of tourism infrastructure, creative marketing, and innovation in heritage tourism. It further signifies the importance of speeding up digital transformation for the future of heritage tourism.