Marketing of Sports Tourism Destinations in the Digital Era: The Key Role of the Internet and New Media

The digital era has revolutionized the marketing strategies of sports tourism destinations, with the internet and new media playing pivotal roles. This paper explores how technological advancements, including mobile applications and social media platforms, have transformed the way sports tourism destinations are promoted. The increasing accessibility of information via smartphones and the widespread use of social networks have created new opportunities for destination marketing, enabling direct engagement with potential tourists. Mobile technologies offer personalized services, such as location-based recommendations, enhancing customer experience before, during, and after their trips. Furthermore, video content and user-generated reviews on platforms like TripAdvisor have become crucial tools in shaping tourists' perceptions and decision-making processes. The study also highlights the importance of targeting neighboring countries, where proximity plays a significant role in tourism flows. Overall, effective use of digital marketing, including the creation of multilingual promotional videos and harnessing word-of-mouth through social networks, is essential for enhancing the competitive advantage of sports tourism destinations in today's global market.This study employs a qualitative methodology grounded in data-driven theory. The research population consisted of experts in sports management, tourism, and economics, as well as managers from the General Directorate of Cultural Heritage, Tourism, and Sports and Youth, the governorate, the municipality, members of parliament, and managers of tourism agencies in Ardabil Province. Qualitative interviews were utilized to gather data. Following ۲۱ interviews, the data reached theoretical saturation. Data analysis was conducted systematically using thematic analysis within the Nvivo ۱۲ Plus software environment. Data analysis using Glaser's approach identified ۲۴ unique codes related to marketing of sport tourism. Digital marketing and new media offer numerous benefits for sports tourism destinations. By utilizing technologies like mobile apps and social networks, destinations can effectively reach their target audience, provide valuable information, and create memorable experiences that drive tourism.

کلیدواژه ها:

Sports Tourism ، Tourism Destinations Management ، Tourism Destinations Marketing ، Social Media ، Digital Era