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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
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