Marketing Mix in Sport Tourism Context

  • سال انتشار: 1400
  • محل انتشار: مجله مطالعات نوین در مدیریت ورزشی، دوره: 2، شماره: 3
  • کد COI اختصاصی: JR_JNSSM-2-3_005
  • زبان مقاله: انگلیسی
  • تعداد مشاهده: 293
دانلود فایل این مقاله

نویسندگان

Ehsan Reihani

MSc of Physical Education, University of Bojnord, Bojnord, Iran

Mehdi Khatibzadeh

۲Ph. D in sport management, Tarbiat Modares Universdty, Tehran, Iran

چکیده

The purpose of this study is to investigate the factors affecting sport tourism marketing mix. The research method was descriptive – correlation and the statistical sample consisted of ۲۶۵ sport tourists attended at Azadi stadium in Tehran for watching a football game between Esteghlal and Persepolis that were selected through clustering technique. The research instrument was a questionnaire developed by Shonk (۲۰۰۶). The face and content validity was approved by sport management experts and the reliability was verified by Cronbach’s alpha (α=۰/۸۹). The SPSS۱۶ was used for description of variables, and LISREL software was used for conducting Confirmatory Factor Analysis. The result showed that “product” had the most effect on sport tourism marketing mix. “Physical evidences” was the next important variable influencing sport tourism marketing mix. Moreover, “promotion”, “people”, “process”, “price”, and “place” had significant effects on sport tourism marketing mix. According to the results it can be concluded that according to sport tourists’ view point, “product” and “physical evidences” had more importance. Product includes quality of sport contests and its’ related components, and physical evidence refers to the quality of sport stadium and its’ related factors. Also, other variables such as promotion, people, process, price and place had significant effect on the sport tourism marketing mix that should be taken in granted in sport tourism management context.

کلیدواژه ها

Sport, Tourism, Marketing Mix

اطلاعات بیشتر در مورد COI

COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.

کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.