Paper short abstract:

This study focuses on the business activities around enmusubi tourism. Research shows that enmusubi tourism is supposedly spiritualistic in nature but is highly commercialised because travellers are encouraged to gain spiritual power by consuming goods, food, and services related to enmusubi.

Paper long abstract:

In Japan, it is popular among young women to go in groups on pilgrimage to shrines to pray to the gods for opportunities to meet suitable men to fall in love with, romance, and ultimately end in marriage. This is called 'enmusubi tourism'. The word 'enmusubi' refers to creating the ties that bind people together. Enmusubi tourism is different from the general love and romance tourism indulged in by women in that the women engaged in enmusubi tourism do not seek men during their travel; instead, they are more focused on their own feelings and spiritual energy in preparing to invite good fortune in love, romance, and marriage. This study focuses on the business activities around enmusubi tourism. Studying the commercial context of enmusubi tourism is necessary because this is now an important part of the tourism industry in Japan; however, the academia has paid only limited attention to this aspect. Field research was conducted in 2015 and 2016 at the Jishu Shrine in Kiyomizu, Kyoto City, Izumo Grand Shrine in Izumo City, and the route in Osaka City recommended by the Osaka Convention & Tourism Bureau in Osaka City to offer prayers for fulfilling wishes for love. From the research, it was revealed that enmusubi tourism is supposedly spiritualistic in nature but is highly commercialised because women travellers are encouraged to gain spiritual power by consuming goods, food, and services related to signs and symbols of enmusubi. The presentation shows the strategies of shrines to promote themselves as choice destinations for enmusubi tourism, the private business practices of owners of cafes, restaurants, souvenir shops, and hotels in the areas around shrines known for power of enmusubi, and public organisations' engagement in supporting these businesses.