Identifying and Prioritizing Factors Affecting Digital Marketing in Sports Tourism

Purpose: This study aims to identify and prioritize factors affecting digital marketing in sports tourism in Iran.Methodology: This study is applied in nature and falls within the category of exploratory mixed-methods research (qualitative-quantitative). In the qualitative part, thematic analysis was conducted using library research and semi-structured interviews with ۱۳ experts in sports tourism and digital marketing, and researchers in these two domains. In the quantitative section, ۱۵ specialists were deliberately chosen, and data were gathered using researcher-developed questionnaires. Quantitative data analysis was conducted using the TOPSIS method and appropriate software.Findings: In the qualitative section, ۴۷ basic themes and ۹ organizing themes were identified, all centered on the overarching theme of identifying and prioritizing factors that affect digital marketing in sports tourism. These themes included cybersecurity, fundamental infrastructure, communication methods, consumer readiness, cultural promotion, financial and legal support, the project implementation process within the organization, innovation, and target market identification and analysis. The results of the quantitative part revealed that "target market identification and analysis" ranked first, followed by "communication methods" in second place, and "cybersecurity" in third place.Originality: This study's findings can help organizations involved in decision-making concentrate on identifying target markets and implementing effective communication strategies that attract sports tourists. Additionally, enhancing cybersecurity can foster greater trust in digital marketing efforts related to sports tourism. This research offers valuable insights for scholars and policymakers in advancing the implementation of digital marketing strategies within the sports tourism industry.

کلیدواژه ها:

Cybersecurity ، Digital Marketing ، Multi-Criteria Decision-Making ، Target Market Analysis ، Thematic analysis