The purpose of this study was to examine the factors influencing the intention to adopt female rugby teams in high schools. In considering the adoption of female rugby teams as an “innovation,” two aspects of innovation, the perceived attributes of innovation and attributes of organization, were explored. The intention to adopt female rugby teams involved both willingness and actual planning.

  The perceived attributes of innovation, based on the Rogers (2003) concept, are: relative advantage; compatibility; complexity; trialability; and observability. The fifteen attributes of organization, based on the Damanpour (1991) meta-analysis of organizational innovation include the following traits: formalization; centralization; slack resources; internal communication; external communication; managerial tenure; administrative intensity; vertical differentiation; technical knowledge resources; specialization; professionalism; functional differentiation; and managerial attitude toward change. The remaining two attributes are: key persons responsible for adopting innovation in an organization; and a project “champion” and an individual with a boundary spanning role (Newell and Swan, 1995; Rogers, 2003).

  As preliminary research, qualitative data were collected through semi-structured interviews from five high schools that had already adopted female rugby teams. Based on this preliminary research data, a questionnaire was designed and mailed to high schools with male rugby teams. A total of 547 (53.1%) valid responses were obtained. The data were then analyzed, using binomial regression analysis.

  The results indicated that 163 (29.8%) high schools were willing to adopt a female rugby team and 36 (6.6%) already had a plan to start a female rugby team in their school. With regard to the perceived attributes of innovation, the significant determinants of willingness were relative advantage, complexity, and trialability; of these, complexity was the most influential variable (Wald statistic, 45.806; odds ratio, 0.805). The significant determinants linked to having an actual plan were complexity and trialability; of these, trialability was the most influential variable (Wald statistic, 9.755; odds ratio, 1.354).

  With regard to the attributes of organization, the significant determinants of willingness were a positive managerial attitude toward change, external communication, and a key person for adoption, called “champion”; of these, the “champion” was the most influential variable (Wald statistic, 33.229, odds ratio, 95.962). In fact, the “champion” was the only significant determinant when it came to actual planning. Intention to adopt a female rugby team was more influenced by individual intention than by organizational or administrative factors.

  This paper examines local governments’ perspectives on the possibility of outsourcing open service management of public school sports facilities to capable private organizations. Such organizations must be able to efficiently resolve user issues that affect public school sports facilities. This paper focuses on user issues caused by a “tragedy of the commons” situation whereby there are too many users of the freely accessible facilities to cope with demand.

  Data were collected from questionnaire surveys sent to each of the 1,618 local governments in Japan excluding Iwate, Miyagi, and Fukushima prefectures. A total of 1,031 local governments replied, with one response discounted, giving a valid response rate of 63.65%. The survey was conducted in October 2011.

  The major findings were as follows: 1) 68.2% of local governments acknowledge a “tragedy of the commons” among users of public school sports facilities, and 2) 33.9% of local governments believe it is possible to outsource open service management of public school sports facilities to capable non-profit organizations. This ratio increases with a greater number of selected question items including examples of cases of a “tragedy of the commons” among users.

  In the J-League, a downward trend in attendance has become an issue. Particularly in local clubs, such as Tokushima Vortis, low attendance has recently become an issue. Recorded attendance from 2005 to 2013 showed that Tokushima Vortis had a below average turnout for a J2 league club. In addition, as the typical supporters of Tokushima Vortis are family members and those from the older age groups, there is an increasing need to attract the younger generation.

  In the J-League, residents are able to work on a volunteer basis for the club. However, in Tokushima Vortis, insufficient participation of volunteers has become a problem.

  The purpose of this study is to outline and demonstrate a "Tokushima Vortis game volunteer program" in cooperation with the University of Tokushima, and to clarify the "change in the perspective of a university student participating as a working volunteer for Tokushima Vortis". The strategy of attracting young people of Tokushima Vortis volunteers and management measures to implement this strategy will also be examined.

  In this study, groups of students who participated in the volunteer program were interviewed. The main research results, and is as follows:

  First, it was found that students had a variety of motives for participating in the program, and for changing their "perspective of the club", "perspective of support", "perspective of watching", and "perspective of service" from their various experiences.

  Second, students gained an attachment to the club through the program. Therefore, it can be said that the program is effective in attracting young people.

  Third, Organizational development across a multi-generational gap; briefings; “hop, step, and jump” training whereby difficulty was increased with each phase; and interaction with supporters, were effective in not only changing the perspective, but also shaping the motivation of students.