Effect of Sports Tourism Motivation on Indigenous and Non-Indigenous People with an Emphasis on Active Sports Tourism Behaviors

Tourism industry is one of the largest industries in the world and sport is one of the most common motivating factors for tourists and sports tourism is derived from these two industries. Sports tourism is growing rapidly in the tourism industry all over the world. Iran is also one of the unique countries in the world in terms of climate and one of the most attractive countries in the world for tourism and based on evidence, has great potential for the development of sports tourism. Among these, tourism marketing is of special importance and all planning activities, preparation of tourism products and tourist attraction require marketing.The purpose of this study was to investigate the effect of sports tourism motivations in indigenous and non-indigenous people with emphasis on active behaviors of sports tourism.This research is descriptive-analytical and applied. The research samples consisted of ۵۵۹ men and women, indigenous and non-indigenous people over ۱۸ years of age, who were in different sports. Data collection tools in this study included a two-part questionnaire in the first part of the demographic information of the samples and in the second part of the information about the research variables in the form of two standard questionnaires including the source of motivational information (Hongenberg et al, ۲۰۱۶). And the motivation of sports tourism (Hongenberg et al, ۲۰۱۶). Pearson correlation test and Friedman ranking using SPSS۲۴ software were used to analyze the collected data.The results showed that there was a significant correlation between all sources of motivational information and sports tourism motivation and also the ranking results for native and non-native athletes showed that the most important source of motivational information was exploration and physical fitness, respectively. Interestingly, the least important source of motivational information in both groups was internal resources (individual memory).Therefore, according to the results, it is suggested that the organizers of competitions and sports events in the marketing of these events always pay attention to the motivations of athletes and provide conditions that always pay attention to these motivations.

کلیدواژه ها:

Motivation ، sports tourism ، Indigenous ، Non-Indigenous ، Active Behavior