* ** 2015 7 24 38 1 culture 2015 9 351 2 3 テ マ 1 一 般 奨 励 ス ポ ツ 政 策 に 関 す る 研 究 * 202-0021 2-7-5 75-2 ** 202-0021 3-4-1 2015 年 度 笹 川 スポツ 助 成 101
A Study of International Tourists Visiting Japan Spectating Traditional Sport Focusing on Sumo Tournament Kosuke Takata * Munehiko Harada** Abstract The purposes of this study were to investigate the following 3 points; 1) to identify the attraction of spectating Sumo for international tourists; 2) to clarify the actual situation of international tourists spectating the Sumo tournament; and 3) to investigate the traditional sport motivations and compare it by the spectator s demographics. To achieve this first purpose, interview research was conducted to reveal what the attraction of spectating Sumo is to international Sumo spectators in July 2015. Quantitative text analyses for these interviews revealed that Sumo spectators from overseas thought Sumo is one of the Japanese culture. Also, the attractive point of spectating Sumo for them was to experience traditional sport reflecting Japanese culture. To achieve the second and third purpose, questionnaire were distributed to 351 participants in Sumo tour for overseas tourists in September 2015. Items included in this survey were their demographics and traditional sport motivations. First, the data indicated the majority of participants gained more income compared to the standard income and mostly where from Europe, Oceania and North America. Second, the exploratory factor analysis for traditional sport motivations revealed 3 factors comprising 16 items which were Interest in spectating Sumo, Cultural Learning and Attraction of Sumo. Finally, the regression analysis was conducted to prove the relationships between their demographics and traditional sport motivations. Results of this analysis revealed that Cultural Learning factor was influenced by their annual income and how much tourists spent during their stay in Japan. Key Words Sport tourism International tourist Spectating sport Cultural Learning * Graduate School of Sport Sciences, Waseda University 2-7-5-75-2, Higashifushimi, Nishitokyo-city, Tokyo 202-0021, Japan ** Waseda University 3-4-1, Higashifushimi, Nishitokyo-city, Tokyo, 202-0021, Japan 102 2015 年 度 笹 川 スポツ 助 成
11.3 GDP 9.3% UNWTO 2015 2014 129.4% 110.6% 2015 2019 2021 3.0% 2.4% 1.0% 2015 2014 2014 2008 2009 2014 2011 2012 The Psychological Continuum Model Funk and James 2001 PCM PCM AwarenessAttraction AttachmentAllegiance 4 Funk and James 2006 20142011 Funk et al. 2009 Funk and James 2001 PCM Funk et al. 2007 Attraction テ マ 1 一 般 奨 励 ス ポ ツ 政 策 に 関 す る 研 究 2015 年 度 笹 川 スポツ 助 成 103
1 2 1 24 38 2015 7 18 ( )19 ( ) 27 2015 7 12 ( ) 7 26 ( ) 4 5 10 What is the attraction of visiting Sumo? KH corder KH corder 2004 1 n 8 n 4 n=3 1 n N 8 2 8 2 4 1 3 1 3 1 2 1 2 3 I we is are Be 2 2 culture 14 sport 14 Japan 14 Sumo 12 want 10 know 7 Martial art 4 interesting 4 special 4 different 3 exciting 3 great 3 traditional 3 watch 3 855 251 culture sport Japan n 14 want n=10 know n=7 interesting special n=4 traditional n=3 culture sport know Crompton 1979 1 3 104 2015 年 度 笹 川 スポツ 助 成
1. 2. 3. 5 9500 20 3 351 314 89.5% テ マ 1 一 般 奨 励 ス ポ ツ 政 策 に 関 す る 研 究 1 Japan special sport cultureinteresting marshal art differentcome traditional want culture Funk et al. 2007 6 1 6 1 Funk et al. 2007 7 19 1 Not important / Disagree7 Very important / Strongly agree 7 Funk et al. 2007 1 1 2 27 2015 9 13 27 15 JTB 1 15 1 1 1 2 2 1 3 1 2015 年 度 笹 川 スポツ 助 成 105
0= 1= 0= + +1= 0= + + 1= 0= ++1= 1 3 4 61.0n=178 39.0n=114 36.8 20 35.2n=102 30 34.1n=99 40 11.4 n=33 30,001 60,000USD 26.7 n=51 60,001 90,000USD 19.4n=37 9,2541.0USD 27.4n=80 26.0n=76 13.7n=40 HP 1 4 1 40.8n=128 2.8 1 60.7n=176 2.9 2 3 5.9n=17 6 10 33.4 n=105 11 15 32.8n=103 13.4 26 2015 12.4 13.4 6,213.6USD 2,001 4,000USD 32.5N=698,001 10,000USD 10.4N 22 387,603 3,150USD 2015 3 n % 178 61.0 114 39.0 292 100.0 20 102 35.2 30 99 34.1 40 33 11.4 50 28 9.7 60 28 9.7 290 100.0 36.8 30,000 32 16.8 30,001 60,000 51 26.7 60,001 90,000 37 19.4 90,001 120,000 29 15.2 (USD) 120,001 150,000 15 7.9 150,001 27 14.1 191 100.0 9,254.0 USD 80 27.4 76 26.0 40 13.7 14 4.8 11 3.8 11 3.8 NZ 11 3.8 7 2.4 5 1.7 4 1.4 3 1.0 3 1.0 3 1.0 3 1.0 2 0.7 2 0.7 2 0.7 2 0.7 2 0.7 2 0.7 1 0.3 1 0.3 1 0.3 1 0.3 1 0.3 1 0.3 1 0.3 1 0.3 1 0.3 292 100.0 106 2015 年 度 笹 川 スポツ 助 成
4 n % 1 128 40.8 2 79 25.2 3 45 14.3 4 9 42 13.4 10 20 6.4 314 100.0 2.8 0 17 5.9 1 176 60.7 2 36 12.4 3 26 9.0 4 35 12.1 290 100.0 2.9 5 19 6.1 6 10 105 33.4 11 15 103 32.8 16 87 27.7 314 100.0 13.4 300 95.5 13 4.1 313 100.0 USD 2,000 49 23.1 2,001 4,000 69 32.5 4,001 6,000 39 18.4 6,001 8,000 21 9.9 8,001 10,000 22 10.4 10,001 12 5.7 212 100.0 6,213.6 USD 2 19 5 1.0.40 3 16 52.5% 1 6 Funk et al. 2007 Interest in watching Sumo 2 Funk et al. 2007 Funk & Bruun 2007 Cultural learning 3 4 1 Attraction of Sumo テ マ 1 一 般 奨 励 ス ポ ツ 政 策 に 関 す る 研 究 5 F1 F2 F3 α Mean SD Interest in watching Sumo.88 30.9% I feel that spending time watching Sumo is more worthwhile than spending time for other leisure activities..83 4.11 1.57 I feel that watching Sumo is vitally important to me..78 3.57 1.63 Even when watching Sumo is inconvenient, I still try to spectate..77 3.56 1.73 I regret when I am unable to participate in watching Sumo..72 3.76 1.81 Watching Sumo is more exciting than other activities..58 4.57 1.44 I am really interested in watching Sumo..57 5.17 1.44 Cultural Learning.84 14.6% To visit historical and cultural sites..75 6.21 0.99 To increase my knowledge..75 6.35 0.96 To learn about Japanese indigenous culture..75 5.86 1.19 To learn new things..73 6.44 0.86 To explore different destinations..65 6.62 0.68 To learn about how Japanese spend leisure time..61 5.17 1.47 Attraction of Sumo.68 7.0% Sumo is one of a representation of Japanese culture..78 6.24 0.89 Sumo is one of a representation of Japanese sport..75 6.19 0.96 Watching Sumo is a special experience..58 6.10 1.03 It is impossible to watch Sumo in other countries..44 5.46 1.76 52.5% 2015 年 度 笹 川 スポツ 助 成 107
3 3 10 6 1 2 7 6 6 7 -.02.07.01 -.16.07 -.05 -.09 -.06 -.03 独 -.12 -.40*** -.10 立 -.01.04.05 変.12.13.12 数.09.19*.10.21.07 -.12.20.19 -.11.15.02 -.21 R 2.11.19.06 ( *p<.05, ***p<.001 ) 1 1 1 2 9 1998.03.13.12.00.33*** -.01 -.10 -.03.07.20** -.05.04 -.06 -.05.08 -.05.09.03.24***.05.31*** -.06 -.17* -.05 -.26***.01.04.02.00 -.05 -.04.12.08 -.14* -.06 -.44***.02.20.02.14* -.07.11.04 -.42*** -.54*** ( *p<.05, **p<.01, ***p<.001 ) 108 2015 年 度 笹 川 スポツ 助 成
1998 83.2% 2015 1 2 3 Crompton, J. L. 1979 Motivations of Pleasure Vacation. Annals of Tourism Research 6:408-424. Funk, D.C. & James, J. 2001 The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual s Psychological Connection to Sport. Sport Management Review, 4:119-150. Funk, D.C. & James, J. 2006 Consumer loyalty: The meaning of attachment in the development of sport team allegiance. Journal of Sport Management, 20:189-217. Funk, D.C. and Bruun, T. 2007 The role of Socio-psychological and culture-education motives in marketing international sport tourism: A cross- cultural perspective. Tourism Management, 28:806-819. Funk, D.C., Alexandris, K. & Ping, Y. 2009 To go or stay home and watch: Exploring the balance between motives and perceived constraints for major event; A case study of the 2008 Beijing Olympic Games. International Journal of Tourism Research, 11:41-53. Funk, D.C., Toohey, K. & Bruun, T. 2007 International Sport Event Participation: テ マ 1 一 般 奨 励 ス ポ ツ 政 策 に 関 す る 研 究 2015 年 度 笹 川 スポツ 助 成 109
Prior Sport Involvement; Destination Image; and Travel Motives. European Sport Management Quarterly, 7(3):227-248. 2004 2014 26 2015 26 2012 CS 2009 19(1), 17-23. 2014 J J 6(1):17-35. 2008 2015 2014 / 2014 8 1998 2014 2011 UNWTO 2015 Tourism Highlights 2015 Edition. 2011 3(1):5-21. 110 2015 年 度 笹 川 スポツ 助 成