Surveying the Role of Social Media in the Development of Sports Tourism in Tehran

Sports tourism is one of the growing elements of tourism in which sporting events attract a great deal of tourists. Nowadays, sports tourism has become more than an industry, it has become an economic and social phenomenon in the world, in such a way that social media with its increasing advertisements and by taking measures can increase investment in tourism and improve the economy and employment; Therefore, the purpose of this study is to investigate the role of social media in the development of sports tourism in Tehran.The method of the present research is descriptive and survey type, which is applied in terms of purpose and field data collection method. The statistical population of the present study was tourism and sports media specialists in Tehran, and the statistical sample of the present study was selected by ۲۰۰ people. The data collection tool was a researcher-made questionnaire whose validity was confirmed by ۱۰ experts in sports management, tourism and sports media until theoretical saturation and its reliability was obtained using Cronbach s alpha test of ۰.۹۰. Descriptive statistics tests such as mean, frequency percentage to describe variables and inferential statistics tests such as Kolmogorov-Smirnov test to determine the normality of data and Friedman rank test to prioritize data and data analysis using SPSS software (Ver. ۲۵).The results depict that the marketing and cultural elements have the most important role and the tourism security element has the least important role in the development of sports tourism in Tehran; Hence, following the change in technologies and influencing the cultural distribution in the consumer and access to travel-related information is a matter of significance, and this industry will lead to employment, private sector growth and the development of sports infrastructure in Tehran.

کلیدواژه ها:

Social Media ، sports tourism ، sport development ، Marketing Element ، Cultural Element