دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها967
تعداد مقالات8,010
تعداد مشاهده مقاله13,573,874
تعداد دریافت فایل اصل مقاله9,616,712
Moradi Doliskani, Nasrin, Atghia, Nahid. (1399). The Role of Social Marketing in Sports Tourism Development in Tehran Province. جلوه هنر, 1(1), 45-59. doi: 10.22051/sbj.2021.36529.1003
Nasrin Moradi Doliskani; Nahid Atghia. "The Role of Social Marketing in Sports Tourism Development in Tehran Province". جلوه هنر, 1, 1, 1399, 45-59. doi: 10.22051/sbj.2021.36529.1003
Moradi Doliskani, Nasrin, Atghia, Nahid. (1399). 'The Role of Social Marketing in Sports Tourism Development in Tehran Province', جلوه هنر, 1(1), pp. 45-59. doi: 10.22051/sbj.2021.36529.1003
Moradi Doliskani, Nasrin, Atghia, Nahid. The Role of Social Marketing in Sports Tourism Development in Tehran Province. جلوه هنر, 1399; 1(1): 45-59. doi: 10.22051/sbj.2021.36529.1003

The Role of Social Marketing in Sports Tourism Development in Tehran Province

Sports Business Journal
مقاله 4، دوره 1، شماره 1، فروردین 2021، صفحه 45-59    اصل مقاله (726.39 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2021.36529.1003
نویسندگان
Nasrin Moradi Doliskani* 1؛ Nahid Atghia2
1MSc, Sports Management, Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran.
2Associate Professor, Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran.
چکیده
Purpose: The goal of this study was to investigate the role of social marketing in the development of sports tourism in Tehran Province.
Methodology: The study is applied in terms of purpose, and it is a descriptive correlational research in which 100 experts in the field of social marketing (professors of marketing), specialists in sports tourism (professors), authorities in sports tourism (professors and researchers of this field), as well as managers and experts of Iranian Cultural Heritage Organization were selected as the sample using available and selective sampling. The data collection tool was a researcher-made questionnaire taken from previous studies. The professors confirmed the face and content validity, with reliability confirmed by Cronbach's alpha coefficient of 0.99.
Findings: Data were analyzed by SPSS21 and LISREL 8 software. The results showed seven components of social marketing. They include technology, government laws and policies, environment, economic status, safety and security in sports venues, use of ads and communication channels, all but the last item have a positive and significant effect on the development of sports tourism.
Originality: The results of this study showed that the investment of tourism organizations in social marketing factors is effective. The present study is one of the few comprehensive studies that have been conducted on credit and infrastructure investments in Iran concerning sports tourism.
کلیدواژه‌ها
Social Marketing؛ Sports Tourism؛ Tehran Province
عنوان مقاله [English]
نقش بازاریابی اجتماعی در توسعه گردشگری ورزشی استان تهران
نویسندگان [English]
نسرین مرادی دولیسکانی1؛ ناهید اتقیا2
1کارشناسی ارشد، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران.
2دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران.
چکیده [English]
هدف: پژوهش حاضر با هدف بررسی نقش بازاریابی اجتماعی در توسعه گردشگری ورزشی استان تهران انجام شد.
روش: مطالعه حاضر از نظر هدف کاربردی، از نظر شیوه جمع‌آوری داده‌ها توصیفی از نوع همبستگی بوده که 100 نفر از صاحب‌نظران در زمینه بازاریابی اجتماعی، صاحب‌نظران در زمینه گردشگری ورزشی و مدیران و کارشناسان سازمان میراث فرهنگی به شیوه نمونه‌گیری در دسترس و انتخابی، برای شرکت در این مطالعه انتخاب شدند. ابزار جمع‌آوری داده‌ها، پرسشنامه محقق ساخته برگرفته از پژوهش‌های انجام شده بود که روایی ظاهری و محتوایی آن توسط خبرگان و پایایی آن با استفاده از ضریب آلفای کرونباخ برابر 0/99 مورد تأیید قرار گرفت.
یافته‌ها: داده‌ها توسط نرم‌افزار 21 SPSS و LISREL 8 تجزیه‌و‌تحلیل شدند. نتایج نشان داد که از 7 مؤلفه بازاریابی اجتماعی به استثنای استفاده از جوایز و مشوق‌های بیرونی، سایر مؤلفه‌ها (تکنولوژی، قوانین و خط‌مشی‌های دولتی، محیط، وضعیت اقتصادی، برقراری ایمنی و امنیت در اماکن ورزشی، استفاده از تبلیغات و کانال‌های ارتباطی)، در توسعه گردشگری ورزشی تأثیر مثبت و معناداری دارد.
اصالت و ابتکار مقاله: نتایج این مطالعه نشان داد که سرمایه‌گذاری سازمان‌های گردشگری بر بازاریابی اجتماعی موثر است.تحقیق حاضر، جزو معدود مطالعات جامعی است که درباره سرمایه گذاری‌های اعتباری و زیربنایی در ایران در ارتباط با گردشگری ورزشی انجام شده است.  
کلیدواژه‌ها [English]
بازاریابی, محیط گردشگری, مقصد گردشگری, ورزش
مراجع
  1. Adabi Firouzjah, J., Kouzehchian, H., & Ehsani, M. (2009). A Study of the Effect of Natural Sport Attractions on Developing Sport Tourism in Iran from the Viewpoint of the Sport and Tourism Experts. Journal of Sport Management, 1(1), 67-81. https://jsm.ut.ac.ir/article_22134.html
  2. Ajdary, A., Nayebzadeh, S., & Heirany, F. (2015). The Effect of Social responsibility on Hospital Brand Value Case Study: Shahid Sadoughi Hospital of Yazd. Journal of Health Administration (JHA), 18(61), 31-46. http://jha.iums.ac.ir/article-1-1737-fa.html
  3. Andreasen, A. R. (2012). Rethinking the Relationship between Social/Nonprofit Marketing and Commercial Marketing. Journal of Public Policy & Marketing, 31(1), 36-41. https://doi.org/10.1509/jppm.09.035
  4. Asadi, Z., Ghasemi, H., & Sabounchi, R. (2019). Designing a model for the development of sports tourism with AIDAR advertising framework in a variety of mass media [Article]. Applied Research in Sports Management, 8(3), 89-102. https://www.sid.ir/fa/journal/ViewPaper.aspx?ID=513939
  5. Ebrahimzadeh, I., Rahimi, D., & Zahraei, A. (2011). Sport tourism and its optimal spatial location with emphasis on the use of sunlight (Case study: Parav-Biston Mountain, Kermanshah) [Article]. Journal of Research and Urban Planning, 2(7), 111-126. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=189270
  6. Elahi, A., Gholampour, S., & Askarian, F. (2021). The Effects of Sports Mega-Events on Host Communities: A Systematic Review of Studies in Three Recent Decades. Sports Business Journal, 1(1), 13-30. https://doi.org/10.22051/sbj.2021.36862.1007
  7. Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science, 40(3), 414-433. https://doi.org/10.1007/s11747-011-0261-6
  8. Honarvar, A., & Khatibzadeh, M. (2014). The role of sport management in designing sport tourism marketing mix. Sport Management and Development, 3(2), 33-47. https://jsmd.guilan.ac.ir/article_1220.html
  9. Javid, M., Asadi, H., Goodarzi, M., & Mohammadi Torkamani, E. (2013). The Role of the Internet and New Media in Sport Tourism Marketing. Applied Research in Sport Management, 1(3), 43-49. http://arsmb.journals.pnu.ac.ir/article_253_ad8147eb59ab4d13e871e5aa66c96778.pdf
  10. Karimi, H., Amere, M., Hassandvand, I., & Seyfpour, K. (2020). Sports tourism development strategies. Journal of Motor and Behavioral Sciences, 3(3), 361-371. http://www.jmbs.ir/article_118237.html
  11. Khodabakhshzade, A., Ghahraman Tabrizi, K., & Sharifian, E. (2020). Designing a Model for Evaluating Indicators of Sport Tourism Development in Iran. Applied Research in Sport Management, 9(2), 41-50. https://doi.org/10.30473/arsm.2020.49137.3069
  12. Kim, W., Jun, H. M., Walker, M., & Drane, D. (2015). Evaluating the perceived social impacts of hosting large-scale sport tourism events: Scale development and validation. Tourism Management, 48, 21-32. https://doi.org/10.1016/j.tourman.2014.10.015
  13. Liao, C., & Nong, L. (2021). Smart City Sports Tourism Integration Based on 5G Network and Internet of Things. Microprocessors and Microsystems, 103971. https://doi.org/10.1016/j.micpro.2021.103971
  14. Malek Akhlagh, I., Akbari, M., & Meqdadi Kasani, H. (2016). The effect of social media marketing on the effectiveness of advertising and attracting health tourists. The second International Conference on Innovation, Development and Business Tehran, Iran. https://civilica.com/doc/573305
  15. Memari, Z., Rafei Boldaji, S., & Pouyandekia, M. (2021). How is the Football Schools Franchise Using a Valuable Approach to Revenue-Generating Capacity in Iranian Football Clubs? Sports Business Journal, 1(1), 31-44. https://doi.org/10.22051/sbj.2021.36864.1008
  16. Mirabadi, m., Golzadeh, M., & Karimi, A. (2019). Assessment of the role and performance of the media in the development of sport tourism (Case study: East Azarbaijan Province). Regional Planning, 9(34), 66-80. http://jzpm.miau.ac.ir/article_3552.html
  17. Naghavi, L. (2016). Investigating the facilitating and inhibiting factors of public sports among the elderly with a social marketing approach First National Conference on Sports Science Developments in the Field of Health, Prevention and Championship, Qazvin. https://civilica.com/doc/556636/
  18. Parto, M., Peymanizad, H., Alam, S., & Fahim Davin, H. (2020). The role of cultural and social factors in developing a model of sports tourism in Khorasan Razavi province. medical Journal of Mashhad University of Medical Sciences, 62(5.1), 692-698. https://doi.org/10.22038/mjms.2020.15579
  19. Ramezani, B., & Foroughi, P. (2009). Recognizing the climatic potential of sports tourism in the coastal strip [Article]. Geography and Environmental Studies, 1(2), 87-91. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=125495
  20. Richards, G. (2020). Designing creative places: The role of creative tourism. Annals of Tourism Research, 85,  102922. https://doi.org/10.1016/j.annals.2020.102922
  21. Saberi, A., Bagheri, G., yazdani, H., Alidoust, E., & Ghorbani, M. H. (2019). Designing of Social Marketing Mix Model to Development of Sport for All. Sport Management and Development, 8(2), 1-21. https://doi.org/10.22124/jsmd.1970.3439
  22. Serrat, O. (2017). The Future of Social Marketing. In O. Serrat (Ed.), Knowledge Solutions: Tools, Methods, and Approaches to Drive Organizational Performance (pp. 119-128). Springer Singapore. https://doi.org/10.1007/978-981-10-0983-9_17
  23. Slade, M., Oades, L., & Jarden, A. (2017). Wellbeing, recovery and mental health (First edition 35 ed.). Cambridge University Press. https://books.google.com/books?id=7YXuDQAAQBAJ
  24. UNWTO. (2021). UNWTO World Tourism Barometer and Statistical Annex, Update July 2020. UNWTO. https://www.e-unwto.org/doi/abs/10.18111/wtobarometereng.2020.18.1.4
  25. Zarei, A., Azar, A., & Rezaei Rad, M. (2016). Measurement of Social Marketing in Health Tourism. Journal of Tourism Planning and Development, 5(18), 33-53. http://tourismpd.journals.umz.ac.ir/article_1373.html
  26. Zebardast, M. A., Soltanhosseini, M., & Salimi, M. (2020). Enhancing Sports Tourism Competitiveness of Iran through the Tourism Experience Quality. Applied Research in Sport Management, 9(2), 11-22. https://doi.org/10.30473/arsm.2020.47135.2992
آمار
تعداد مشاهده مقاله: 1,119
تعداد دریافت فایل اصل مقاله: 3,461


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب