بررسی ارتباط گردشگری ورزشی و اوقات فراغت با نقش میانجی تبلیغات رسانه ای در شهرستان باغملک و حومه

Introduction: Spending leisure time and programs, the desired leisure time plays an important role in educating and educating the community and prevents the occurrence of individual, social, economic and cultural problems (Abedi et al., ۱۳۹۷). Sport has the ability to attract many tourists, so sports events attract tourists to the destination city or country (Karimi et al., ۱۳۹۷). Therefore, the purpose of this study was to investigate the relationship between sports tourism and leisure with the mediating role of media advertising in Baghmalek and its suburbs.Methodology: This research is applied in nature and descriptive in correlation with the approach. The statistical population of the study consists of all sports tourists in Baghmalek and its suburbs. Using the sample size of Morgan table, ۳۵۰ people were selected as the sample by available sampling method. The research instruments included three questionnaires of Shahbazi (۱۳۹۸), Firzo Jah Sports Tourism Development Questionnaire (۲۰۰۷) and Campbell et al. (۲۰۰۸) Media Advertising Questionnaire. Pearson correlation coefficient, multivariate linear regression analysis and Sobel test were used to analyze the data.Results: The results showed that there is a significant positive relationship between sports tourism and leisure in Baghmalek and its suburbs, which explains the increase in sports tourism by ۰.۴۹۴ leisure. Also, there is a significant positive relationship between sports tourism and media advertising in Baghmalek city and its suburbs. In this regard, media advertising predicts an increase of ۰.۲۶۴ in sports tourism and the findings showed that between leisure and media advertising in the city There is a significant positive relationship between Baghmalek and its suburbs. Media advertising predicts an increase of ۰.۱۳۳ in leisure time. Finally, the findings of the Sobel test show that the mediator variable of media advertising has a significant effect on increasing the relationship between sports tourism and leisure in Baghmalek and its suburbs.Discussion and Conclusion: Therefore, it can be concluded that media advertising has a direct impact on the increase of leisure tourism by directly affecting the way of spending leisure time following the change in leisure norms.

کلیدواژه ها:

sports tourism ، leisure ، media advertising ، Baghmalek city.