Pull Factors of International Tourists Spectating Sumo in Japan

Focusing on Tourists' travel purpose

Abstract

The purpose of this study was to investigate pull factors of international tourists spectating Sumo wrestling during their travel to Japan. In a survey of 314 international travelers who participated in a half-day tour of a Sumo tournament in Tokyo, Japan, the result of exploratory factor analysis identified two pull motivations, namely ‘strength of Sumo event motivation’ and ‘Japanese cultural attraction to Sumo.’ Focusing on the aim of the traveling to Japan, a subsequent t-test was conducted to compare the pull factors. The result revealed that the tourists who intended to spectate Sumo in Japan were motivated to enjoy Sumo more than the tourists traveling to Japan for other reasons. However, both were similarly attracted to the Japanese culture of the Sumo. Therefore, the findings of this study will be helpful to promote international sport tourism with local traditional sports as tourism resources.