観光行動理論からみたYouTuber ファンツーリズムの再定位

東海オンエアファンの訪問行動を事例に

抄録

This study investigates the characteristics of fan tourism from a behavioral perspective by examining the travel behavior of fans of the Japanese YouTuber group “Tokai On-Air”. Based on a web survey of 470 fans （excluding local residents）, the analysis explores how individual life stages, social lifestyles, and media engagement influence visits to Okazaki City, the group's home base. Logistic regression analysis identified three major determinants: （1） economic and temporal constraints related to life stage, （2） extroverted social habits and stress relief motivations, and （3） intimacy with content, particularly through sub-channels. The results reveal that younger and economically unstable groups, such as students, are less likely to visit, whereas socially active and economically stable fans are more likely to travel. Moreover, higher involvement in sub-channel viewing and concentration on specific content strongly promote visits, indicating that everyday digital intimacy mediates physical mobility. Conversely, general YouTube dependency or long-term fandom tends to satisfy fans within the online sphere, with newer fans being more active in visiting. These findings suggest that YouTuber fan tourism represents a nonlinear form of tourist behavior that connects online enthusiasm with offline experiences. Rather than being a unique or exceptional phenomenon, it reflects an extension of general tourist behavior shaped by sociality, digital engagement, and everyday constraints.