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This research focuses on the role of festivals in urban tourism in Japan, especially on tourism behavior as it pertains to parade participants. Although Japan features many traditional festivals, a steady increase in the number of newly created festivals can also be observed, especially since Yosakoi style dance parade festivals became popular in cities around the country in the 1990s. These festivals can exist because they attract participating teams from different areas. Festival parade participation therefore has developed into a type of special interest tourism. This article looks into tourism behavior and motivations of team participants at two famous festivals in Hiroshima and Kobe City. An in-depth analysis based on the means-end chain concept and the laddering interview technique showed that participants highly value the enjoyment and pleasure gained from being watched while dancing and by interacting with team members and spectators.