Geography and Human Relationships

Geography and Human Relationships

Identifying the Factors Influencing Sports Tourism Marketing in Iran

Document Type : projects

Authors
Ebrahim Alidoust Ghahfaraki 1
Mohammad Rasoul Khodadadi 2
Reza Shahbazi 3
1 Professor, Department of Sports Management, Faculty of Sports Science and Health, University of Tehran, Tehran, Iran.
2 Associate professor, Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz: Iran.
3 Ph.D. candidate., Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
10.22034/gahr.2024.485690.2297
Abstract
The aim of this study was to identify the factors influencing sports tourism marketing in Iran. This applied research used a qualitative approach with thematic analysis. The statistical population included professors of sports management, tourism and sports tourism professors, managers of sports federations, senior experts from the Ministry of Sports and Youth, and PhD researchers in sports management and tourism. The sample was selected from this population through purposive and snowball sampling methods. Data collection was conducted via semi-structured interviews with 16 research specialists, continuing until theoretical saturation was reached. The validity of the study was confirmed by relevant experts, and the reliability, assessed through intra-thematic agreement, reached 73%. Results indicated that the study yielded 79 initial themes, 15 secondary themes, and six organizing themes. These primary themes included the personal qualities of sports tourism marketers, economic dynamics, destination management, brand management, innovative nature of ideas, and sustainable tourism development. To enhance the standing of sports tourism in Iran, there is a need to improve marketers' skills and attributes, effectively manage branding and destinations, and support innovative marketing ideas and sustainability in sports tourism destinations. Thus, by implementing targeted marketing strategies and supportive policies, a robust foundation can be established for the development of sports tourism, positioning this industry as a valuable economic and cultural asset for the country.
Keywords
Tourism
Tourism Marketing
Sports Tourism
Thematic Analysis

Subjects

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Geography and Human Relationships
Volume 7, Issue 4 - Serial Number 28
Winter 2025
Pages 103-122

  • Receive Date 28 October 2024
  • Revise Date 24 November 2024
  • Accept Date 06 January 2025