モリカワ　ミユキ   森川　美幸    所属   メディア学部 メディア学科    職種   准教授
言語種別	英語
発行・発表の年月	2026/07
形態種別	国際会議論文
査読	査読あり
標題	Illuminating Nature: How Projection Mapping in Natural Settings Improves Tourist Experience and Place Attachment
執筆形態	単著
掲載誌名	Academy of Marketing Conference
掲載区分	国外
出版社・発行元	Academy of Marketing
著者・共著者	Miyuki Morikawa
概要	This study investigates how nature-based projection mapping influences tourist experiences, evaluations of natural and cultural attributes, perceived comfort, place attachment, and intentions for continued regional engagement. Survey data from two events in Japan show that immersive and aesthetic experiences improve evaluations, which build place attachment and subsequent behavioural intentions. The findings emphasise the importance of spatial design, comfort management, and digital–nature integration for maximising the effectiveness of nature-based illumination events as place marketing tools.