Branding of Sports Tourism Destination in Mashhad City
- سال انتشار: 1402
- محل انتشار: فصلنامه پژوهش در مدیریت و بازاریابی ورزشی، دوره: 5، شماره: 1
- کد COI اختصاصی: JR_RSMM-5-1_005
- زبان مقاله: انگلیسی
- تعداد مشاهده: 184
نویسندگان
PhD of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
PhD Student of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba’i University, Tehran, Iran
Assistant Professor; sport management; Ferdowsi University of Mashhad
Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
Ph.D. of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabatabai University, Tehran, Iran
چکیده
Purpose: Today, there are sizable chunk of cities in the world, trying to introduce themselves as destination brands in various areas. Given that, this study aimed to explain the effective factors on destination branding in the field of sports tourism in Mashhad. Method: This study was of applied research, from the view point of purpose, and also, in terms of its nature, it was in the field of exploratory research, furthermore, in terms of data collection, it was of a descriptive-survey type. Also, due to the use of Q methodology, it was a type of mixed research (quantitative-qualitative). The statistical population included marketing and branding specialists, sports tourism experts, sports management professors and people active in the field of tourism who had complete knowledge of Mashhad. For this purpose, theoretical saturation was achieved after in-depth and semi-structured interviewing ۱۶ experts selected purposefully and finally ۲۶ people completed the Q questionnaire. Results: The data obtained from sorting the Q statements were entered into SPSS software version ۲۶ and analyzed through varimax rotation (exploratory factor analysis). The priority of these models were infrastructural factors, inner city situation, cultural activities, commercial creativities, urban essence, and transportation, respectively. Conclusion: The results of this research emphasize the strengthening of indicators such as suitable access to the Internet, managerial decisions, cultural diversity, the existence of suitable places and markets, the potential of the region and the smoothness of traffic and roads in order to make the destination as a brand in Mashhad's sports tourism.کلیدواژه ها
Branding, commercial creativity, infrastructure, Sports tourism, Mashhadاطلاعات 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.