Abstract
Many Japanese rural areas now depend on sustainable sports tourism. However, this has not taken root yet in the reality of community life in such areas. Therefore, the purpose of this study is to find out the viewpoint that is fitting the present face of sports tourism in order to reconstituting sports tourism studies. As a method, this study reviews previous research with reference to the “tourist-gaze” theory. Previous studies have employed two methodological viewpoints for understanding the postmodern face of sports tourism. One is a semiotic consumer viewpoint, and the other is a structural viewpoint for clarifying the relationship between a community and sports tourism. However, as there is no theoretical bridge between these two approaches, the present study attempted to connect these viewpoints through the “tourist-gaze” theory, which considers both of them. Our findings demonstrated a need to look at sports tourism as a social activity that involves reinterpreting various types of land as sports space, and to reconstruct sports tourism by considering representational conflicts among these areas of land.
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