抄録
This study examined the motivation of Rugby World Cup fans with regard to tourism. Firstly, I developed the Rugby World Cup tourist motivation scales which consist of self-development, destination learning, gourmet dining, nature, prestige, kinships, relaxation, and shopping. Secondly, I compared the motivation factors of the Rugby World Cup 2011 New Zealand fan tourists and those of the Rugby World Cup 2015 England fan tourists. The results show significant differences in terms of such factors as self-development, gourmet dining, kinship, relaxation and shopping and also have implications for international tourist marketing managers from the perspective of sports tourism.
