In this study, same-sex marriage is regarded as a social innovation, and the current situation in Japan in terms of tourism is analyzed using E. M. Roger's innovation diffusion theory （1990）. Complexity, trialability, and observability are significant in creating and introducing tourism styles based on new values and ideas. Although tourism products related to same-sex marriage still have issues in that regard, this study shows that they are useful in developing new consumer groups and function as an entry point in the domestic diffusion process of LGBT tourism. In addition, actor analysis reveals the significant roles of “innovators” and “early adopters.” Moreover, the importance of increasing the number of tourism-related actors is confirmed because value co-creation with actors who play other roles accelerates the spread and popularization of LGBT tourism. However, “comfort” cannot be sufficiently guaranteed to LGBT consumers during their stay. Just having and arranging all the systems and products is not enough. Japan is now required to transform into a flexible society that can accept LGBT-friendly tourism, both physically and mentally. The tourism-related actors must adopt multi-faceted innovations to improve Japan's position as a same-sex marriage destination. Increasing various entry and contact points makes it essential to accelerate their understanding and dissemination further. This will lead to the penetration of LGBT tourism into the Japanese society.
