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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Masamichi Aihara
Full-Text PDF XML 1440 Views
DOI:10.17265/2332-7839/2020.02.001
Affiliation(s)
Faculty of Human Sciences, Osaka University of Economics, 2-2-8 Osumi, Higashiyodogawa-ku, Osaka 533-8533, Japan
ABSTRACT
In this research project,
we focus on sports hospitality at the Rugby World Cup 2019 as a practical
example of the qualitative pursuit of sports tourism in the Japanese tourism
industry. STH Japan K.K., Japan’s first company specializing in sports hospitality,
hosted the first mega sports event held in Japan. A similar spectator service
will next be implemented at the Tokyo Olympics and Paralympics. Sports
hospitality is a new way to enjoy watching sports by adding a meal and
entertainment before and after the match to the event ticket. Positioning and
using sports hospitality as a tourism experience product, we can use
qualitatively designed creative and effective methods that professional human resources
could provide to tourists. This research project provides an overview of
tourism experience products, looks at their economic effects at the Rugby World
Cup 2019, and the sales results of the sports hospitality at the event. I conducted an
observation survey at the Rugby World Cup 2019 Scotland vs. Samoa match held at
Misaki Park Stadium (Kobe, Hyogo) on September 30, 2019 focusing only on
tourism products in that framework. I also conducted a qualitative survey on
March 18, 2020 in a semi-structured interview format with STH Japan K.K. senior
advisors. The research results
revealed the possibility of eliminating overtourism in spectator sports and the
lack of sports hospitality spaces in Japan. Usually, when watching a sports
match where many spectators gather, the uniform start and end times cause
crowding and overtourism. The conventional challenge has been to create tourism
products that reduce congestion and provide an enjoyable tourism experience.
Sports hospitality is effective for relieving the stress caused by overtourism
in spectator sports. In order to solve the shortage of sports hospitality
spaces, one issue to consider is the deregulation by the government.
KEYWORDS
Sports tourism, sports hospitality, overtourism, Rugby World Cup 2019, tourism product.
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