スポーツホスピタリティ観戦者の研究−ラグビーワールドカップ2019日本大会から−

抄録

The Rugby World Cup (RWC) was held in Japan in 2019 and 1.704 million (37,800 per game) domestic and international rugby fans attended the 45 games. In the RWC 2019, hospitality seats, in addition to normal seats, were sold. Hospitality seats provided hospitality service on top of a game ticket, including access to VIP and lounge areas, and dinners at exclusive hotels. Sports hospitality has been popular in professional sports such as NBA, NFL, MLB, and golf in the USA and soccer and tennis in Europe since the 1990’s. However, this concept had not been so popular in Japan before the RWC 2019. This study examined consumer patterns, motivation and satisfaction of hospitality seat buyers at RWC 2019. The data were collected from Japan Rugby Football Union member clubs (N=371). This population were asked questions regarding consumer spending, motivation (20 items), and satisfaction (15 items) in addition to basic demographics. The consumption by hospitality ticket holders at RWC2019 was significantly larger than those of normal seat holders in terms of transportation (2.40 times), accommodation (2.81 times), tourism (1.60 times) and game day souvenirs (2.05 times), as well as tickets (3.62 times). Using factor analysis, five motivation items : 1) World class events, 2) Reputation, 3) Advertisement, 4) Super play, 5) Rugby preference) and three satisfaction items : 1) Rugby watching, 2) Food drink and ticket delivery, 3) Tourism before or after the games were extracted. The analytical results showed some implications. Firstly, the results showed significant difference of consumption between hospitality ticket holders and normal ticket holders. Secondly, difference between motivation in gender, resident location and being a repeater was indicated. Thirdly, advertisement is a very important factor for hospitality ticket promotion.