Identification and prioritization of sports tourism marketing opportunities in Darges city

Document Type : Original Article

Authors

1 Master's student in sports management at Senabad Golbahar Institute of Higher Education

2 Assistant Professor, Faculty Member of Sanabad Golbahar Higher Education Institute

3 Associate Professor, member of the academic staff of Islamic Azad University, Mashhad branch

Abstract

The purpose of this research was to identify and prioritize sports tourism marketing opportunities in Darges city. This research is placed in the category of applied research because it is a case study and provides a solution. In terms of the nature of the research, it is mixed. In the qualitative part, the statistical population included sports marketing specialists, sports management professors and experts in the field of sports tourism. The sampling method was purposeful and a total of 10 interviews were conducted until the data reached theoretical saturation. The statistical population in the quantitative part was the same as the population in the qualitative part, in addition to athletes and coaches, officials and sports managers of Dargaz city, and postgraduate students of physical education, management, tourism and marketing, in the number of 156 people. In the qualitative part, the theme analysis method was used, and in the quantitative part, exploratory factor analysis tests and Friedman's ranking test were used. Based on the findings, 28 sports tourism opportunities and 17 marketing strategies based on sports tourism opportunities were identified in Dargaz city. According to the findings of exploratory factor analysis with varimax rotation, 5 main factors were identified, which included tourism services, natural opportunities, cultural environment, technical and economic environment, and geographical environment.

Keywords

journal of motor and behavioral sciences
Volume 2, Issue 4
November 2019

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