ارائه الگوی توسعه اکوسیستمی ورزش و سیاحت با نقش میانجی تجارت الکترونیک

The aim of the present study is to present a model of developing a sports and tourism ecosystem with the mediating role of electronic commerce. This research was quantitative and applied in terms of purpose with a survey approach. The statistical population consisted of experts and professionals in sports management, including a combination of sports managers, tourism experts, and e-commerce specialists related to sports and ecosystem (a total of ۷۰ individuals). Considering the researcher's access to the list of individuals in the population, the sample size was determined to be ۵۹ individuals based on the Morgan table. Sampling was done using purposive sampling and with the use of the theoretical saturation index. The data collection tool was a researcher-made questionnaire that included three variables: development of the sports ecosystem, tourism, and electronic commerce. Additionally, Cronbach's alpha coefficient was used to assess reliability, which showed desirable values for all three variables and the overall questionnaire, with values of ۰.۸۱, ۰.۷۹, ۰.۸۲, and ۰.۸۰, respectively. Structural-interpretive modeling approach was used with the (PLS۳) software. The tests used included tests for normality, standard deviation, significance, and correlation. The analysis results showed a significant relationship between electronic commerce and tourism. Furthermore, there was a significant relationship between the development of the sports ecosystem and electronic commerce. However, there was no significant relationship between the development of the sports ecosystem and tourism, and the mediating role of the electronic commerce variable in the relationship between the development of the sports ecosystem and tourism was confirmed.

کلیدواژه ها:

توسعه" ، اکوسیستم ورزشی" ، گردشگری" ، " ، تجارت الکترونیک