جاسم محمد حمود - PhD Student of Sport Management, Department of Sport Management, University of Tabriz, Tabriz, Iran.
فاطمه عبدوی - Associate Professor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
محمدرسول خدادادی - Associate Professor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
ماجد خلیل خمیس - Assistant Professor of Sport Management, Department of Sport Management, University of Iraq, Iraq.

Purpose: This research aimed to Analyze the professional culture model in the tennis industry with the mediating role of psychological culture and media culture.Methodology: This research has been done in terms of applied purpose and descriptive-correlational nature. The statistical population of this research included all tennis coaches and athletes in Iraq, and based on Cochran's formula, ۳۸۵ were selected as a sample. Over ۴۰۰ questionnaires were distributed for assurance, and ۳۹۳ questionnaires were correctly analyzed after return. The research tool included a researcher-made questionnaire. Eight Sports management specialists checked the face and content validity of the questionnaire, and its reliability was confirmed using Cronbach's alpha method (۰.۹۰). The software used in data analysis was PLS.Findings: Based on the findings, professional ethics effectively promotes cultural values and professional responsibility in the tennis sports industry due to the mediating role of psychological and media culture.Originality: According to the findings of this research, more attention should be paid to professional ethics and elements of ethical culture in team and individual tennis training. Also, different exercises and training programs can be designed to reinforce cultural values and professional responsibility in tennis. This research can be one of the few studies conducted in the field of professional culture in the tennis industry.

Tennis Industry, Media Culture, professional ethics, Professional Responsibility