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Emami, Asma, Javid, Majid, Moharamzadeh, Mahrdad, Imanzadeh, Masoud. (1402). Exploring the Factors Affecting Sports Tourism Destination Image. جلوه هنر, 3(3), 67-88. doi: 10.22051/sbj.2023.43801.1096
Asma Emami; Majid Javid; Mahrdad Moharamzadeh; Masoud Imanzadeh. "Exploring the Factors Affecting Sports Tourism Destination Image". جلوه هنر, 3, 3, 1402, 67-88. doi: 10.22051/sbj.2023.43801.1096
Emami, Asma, Javid, Majid, Moharamzadeh, Mahrdad, Imanzadeh, Masoud. (1402). 'Exploring the Factors Affecting Sports Tourism Destination Image', جلوه هنر, 3(3), pp. 67-88. doi: 10.22051/sbj.2023.43801.1096
Emami, Asma, Javid, Majid, Moharamzadeh, Mahrdad, Imanzadeh, Masoud. Exploring the Factors Affecting Sports Tourism Destination Image. جلوه هنر, 1402; 3(3): 67-88. doi: 10.22051/sbj.2023.43801.1096

Exploring the Factors Affecting Sports Tourism Destination Image

Sports Business Journal
مقاله 4، دوره 3، شماره 3 - شماره پیاپی 7، آذر 2023، صفحه 67-88    اصل مقاله (1.4 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.43801.1096
نویسندگان
Asma Emami1؛ Majid Javid* 2؛ Mahrdad Moharamzadeh3؛ Masoud Imanzadeh4
1MSc in Sport Management, Department of Sport Management, Islamic Azad University of Ardabil Branch, Iran.
2PhD in Sport Management, Department of Physical Education and Sport science, Faculty of Sport Management, University of Tehran, Iran.
3Professor of Sport management, University of Mohaghegh Ardabili, Ardebil, Iran.
4Assistant Professor, Department of Sport Management, Islamic Azad University of Ardabil Branch, Iran.
چکیده
Purpose: Destination image marketing is a crucial starting point for successful tourism marketing, as visitors' images and expectations of their travel experiences can significantly shape their attitudes towards a particular destination. This study aimed to identify the influential factors forming the sports tourism destination image in Ardabil Province.
Methodology: The study is an applied and descriptive research. The Statistical population of this study consisted of sport management experts, tourism managers and experts of cultural heritage & tourism departments, managers and experts of Sport & youth, tourism agency managers, and visitors of sport tourism. The research questionnaire was a researcher-made that was used after confirmation of its validity and reliability (α:0.81). Data from 362 questionnaires were analyzed by SPSS V.26 and Amos V.24 software. Also, the Bartlett test, KMO index, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA) were used.
Findings: The results showed that eight latent factors, including tourism and public infrastructure, local customs and traditions, local attractions, service quality, entertainment and sports events, natural and environmental factors, information and advertising, and social and security factors, are the influenced factors.
Originality: Destination image is one of the most essential variables influencing a tourist's decision to choose a destination. By identifying the factors that affect the formation of the image of sports tourism destinations and using these factors to present a positive image, tourism destination managers and officials can attract more sports tourists and develop their goals.
کلیدواژه‌ها
Advertising؛ Destination Tourism Marketing؛ Entertainment؛ Service Quality؛ Sports Events؛ Sports Tourism
عنوان مقاله [English]
بازشناسی عوامل موثر بر شکل‌گیری تصویر مقاصد گردشگری ورزشی
نویسندگان [English]
اسما امامی1؛ مجید جاوید2؛ مهرداد محرم‌زاده3؛ مسعود ایمانزاده4
1کارشناسی ارشد مدیریت ورزشی، گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد اردبیل، ایران.
2دکتری مدیریت ورزشی، دانشکده مدیریت ورزشی، گروه علوم ورزشی و تربیت بدنی، دانشگاه تهران، تهران، ایران.
3استاد مدیریت و ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران.
4استادیار، گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد اردبیل، ایران.
چکیده [English]
هدف: بازاریابی تصویر مقصد، نقطه‌ی شروع یک بازاریابی گردشگری موفق است، زیرا تصویر و انتظارات از تجربیات سفر که بازدیدکنندگان در آینده خواهند داشت، افکار آنها را به یک مقصد خاص مربوط می‌کند. هدف از انجام پژوهش حاضر، بازشناسی عوامل موثر بر شکل‌گیری تصویر مقاصد گردشگری ورزشی استان اردبیل بود.
روش: روش انجام تحقیق حاضر، کاربردی- توصیفی و از نوع پیمایشی است. جامعه آماری پژوهش حاضر را متخصصان مدیریت ورزشی و گردشگری، مدیران و کارشناسان ادارات میراث فرهنگی و گردشگری، مدیران و کارشناسان اداره کل ورزش و جوانان و مدیران آژانس‌های گردشگری و گردشگران بازدید‌کننده از مقاصد گردشگری در استان اردبیل تشکیل می‌دادند. ابزار پژوهش پرسشنامه‌ا‌ی محقق ساخته بود که پس از تایید روایی و پایایی استفاده شد (81 :α). در تجزیه و تحلیل داده‌ها و برای برآورد مولفه‌های اصلی و شناسایی عامل‌های پنهان از تحلیل عاملی اکتشافی استفاده شد. سپس به منظور برآورد اهمیت، بارعاملی عناصر، تعیین مهم‎ترین شاخص‌ها، تایید ساختار ابزار مورد استفاده و ارائه مدل تحلیل عاملی تاییدی مورد استفاده قرار گرفت.
یافته‌ها: نتایج تحلیل عاملی اکتشافی نشان داد که هشت عامل پنهان به نام‌های زیرساخت‌های عمومی و گردشگری، آداب و رسوم استان، جاذبه‌های محلی، کیفیت خدمات، سرگرمی‌ها و رویدادها ورزشی، عوامل طبیعی و زیست محیطی، اطلاع‌رسانی و تبلیغات و عامل اجتماعی و امنیتی در شکل‌گیری تصویر مقاصد گردشگری ورزشی تاثیرگذار هستند.
اصالت و ابتکار مقاله: تصویر مقصد یکی از مهم‎ترین متغیرهای است که می‎تواند، تصمیم گردشگر برای انتخاب یک مقصد را تحت تاثیر قرار دهد. با شناسایی عوامل موثر بر شکل‎گیری تصویر مقاصد گردشگری ورزشی و به کارگیری این عوامل و ارائه تصویر مثبت از مقاصد گردشگری ورزشی، مدیران و مسئولان مقاصد گردشگری می‎توانند گردشگران ورزشی بیشتری را جذب مقاصد گردشگری ورزشی نموده و مقصد خود را توسعه دهند.
کلیدواژه‌ها [English]
بازاریابی مقاصد گردشگری, تبلیغات؛ سرگرمی, کیفیت خدمات, رویداد ورزشی, گردشگری ورزشی
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آمار
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