Designing a marketing model for winter sports tourism in Ardabil

Document Type : Original Article

Author

Assistant Professor of Business Management, Payame Noor University, Tehran, Iran

Abstract

Purpose : In order to stay ahead of other industries, the sports industry is forced to use new marketing methods. The winter sports tourism marketing is currently one of the most profitable and competitive industries in the world. In this regard, attention should be paid to the country's sport tourism opportunities and challenges, attracting capital and tourists.
Methods : In this research, we aim to present a practical model for the marketing of winter sports tourism in Ardabil province by extracting all the factors and indicators that are effective on the marketing of winter sports tourism. The research approach is mixed type. For this purpose, firstly, the effective components and items of sports transformation were identified in the qualitative part by using the Delphi technique and reviewing valid texts, and also using the panel of experts. In the second step, in the quantitative approach, exploratory factor analysis and confirmatory factor analysis, the final research model was confirmed and fitted. In the qualitative section, 17 university professors and active experts were included in the study in the field of sports tourism through targeted sampling in the expert panel section. In the quantitative part, 426 people from the bosses and managers of sports clubs and sports boards were included in the study by available sampling method. The content validity of the instrument obtained in the qualitative section was evaluated by CVR and CVI indices, and the construct validity was evaluated by exploratory and confirmatory factor analysis and its reliability was evaluated by Cronbach's alpha coefficient in the quantitative section.
Results : Based on this research, eight mixed components of marketing, geography and infrastructure, economic, competitive, political and legal, cultural and social, environmental and management and planning have an effect on winter sports tourism marketing and these factors are identified with 56 items in winter sports tourism marketing.
Conclusion : The results of the research showed that the mixed components of marketing and the factors of geography and infrastructure are the priorities of winter sports tourism marketing. In general, the findings of this research have a distinct feature compared to the findings of similar researches in the field of sports tourism, and that is the importance and attention to winter recreation, which is more promising in Ardabil province due to its capacities. Using the research model by the trustee organizations can increase the attraction of winter sports tourists. The development of sports tourism will increase the incomes of the residents of Ardabil province.

Keywords

References

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Research in Sport Management and Marketing
Volume 6, Issue 1
January 2025
Pages 108-124

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