A Study on the Trends of Japanese Spectators at Rugby World Cup 2023

Abstract

This study examines gender-based differences in the behavior of Japanese spectators who attended the 2023 Rugby World Cup （RWC） in France. Following Japan's historic victory over South Africa in 2015 and the successful hosting of the 2019 RWC, rugby has grown in popularity in Japan, particularly among women. The 2023 tournament marked a resurgence in international travel, with many Japanese fans visiting France through fully booked tour packages.

The analysis found that male spectators were more likely to have a long-standing interest in rugby, attend more than 10 matches, and travel alone. In contrast, female spectators were more likely to have become fans after 2019, attended fewer matches, and preferred traveling with companions. Women also reported stronger interest in nature and shopping as travel motivations. These results highlight the importance of considering gender-specific preferences when developing sports tourism products.

Although age-related differences were not statistically significant, prior research suggests that customizing travel experiences based on both gender and age may enhance overall satisfaction. The findings of this study provide valuable insights for planning the 2027 RWC in Australia and contribute to the broader understanding of highly engaged leisure travelers.