Hawaii's Honolulu Marathon, first held in 1973, has become an international mega sports event. December 2011's Honolulu Marathon registered 22,615 participants from all over the world, including 12,360 Japanese runners. Hawaii is one of the most popular tourist destinations for Japanese tourists, and participants in the Honolulu Marathon enjoy being tourists as well as marathoners. While there is a voluminous academic literature on the motivation and constraints associated with sports events participation, only a few authors have examined participant motivation or constraints in terms of international sports events. This study examines participant motivation and constraints as both marathoner and tourist. Data were gathered from 218 participants (107 participants in 2010 and 111 participants in 2011) in the Japan Tourist Bureau's Honolulu Marathon tour, and subjected to factor analysis. Five sports motivations (running involvement, socialization, self-development, excitement, commitment to the Honolulu Marathon) , five tourist motivations (escape, relaxation, culture learning, shopping & gourmet, kinship with family and friends) , and five constraints (marathon event information, tourist information, companions, safety & culture differences, and financial issues) were extracted from explanatory factor analysis (EFA). Some differences in terms of each factor were observed in relation to demographics such as gender or age category, in particular, factors related to tourist motivations. The Structural Equation Model (SEM) showed that further intention was significantly affected by the interest in the Honolulu Marathon as a sports motivation factor, kinship in terms of tourist motivation factor, and marathon information as a constraint factor. It also demonstrated that their satisfaction was significantly influenced by marathon interest, excitement and tourist information. These results not only provide an insight into the Honolulu Marathon's event management planning, but also スポーツ産業学研究，Vol.23，No.１(2013) ，75 ～ 88． † 原稿受付 2012年９月18日 原稿受諾 2012年10月11日 ＊ ワイカト大学 Hamilton3240,NewZealand ＊＊ 一橋大学 〒186-8601 東京都国立市中２-１ ＊＊＊ 京都光華女子大学 〒615-0882 京都府京都市右京区西京極葛野町38

The purpose of this paper is to explain why the number of participants in the Tour de Okinawa has been increasing during the past twenty years, focusing on the supply-side. Previous research has mainly analyzed participants' incentives and judgments about the event product's overall excellence from the demand-side perspective, which does not clearly explain the marketing effectiveness of the Tour de Okinawa. Because the Tour de Okinawa organizer was not a profit organization, its marketing activities confronted resource constraints that indicated we should consider the effects of the situation. Therefore, we focused upon the marketing activities and methods to overcome the resource constraints. The result shows that the organizer incorporated their organization as a nonprofit corporation, which stabilized their finances so that marketing mixes were improved. The improvement of the marketing mix was also aided by accumulated marketing know-how about the event, which occurred after hiring experts because of the financial stability. These activities by the organizer explain the reason why the number of participants in the event has been increasing.