This study examines the global market diversification and constraint factors associated with potential Japanese international sports fan tourists. Data were gathered from Japanese general tourists (N = 3773) in an annual Japan Travel Bureau Foundation survey conducted by email. Of those surveyed, 7.7% (N = 292) had considered watching sports in foreign countries. The International Sports Fan Constraints Scale (alternative leisure options, security, the lack of tourist attractiveness, different culture, companions and distance) was developed. Then, the mean scores by sports and destination were compared and discussed. The results provide practical implications for stakeholders including not only sports organisation marketing managers but also tourist marketing managers.
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