بازاریابی الکترونیک: پذیرش و بکارگیری در گردشگری ورزشی استان کردستان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 کارشناس ارشد مدیریت ورزشی، دانشگاه آزاد اسلامی واحد قروه، قروه، ایران

3 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

https://www.doi.org/10.34785/J021.2020.703

چکیده

هدف اصلی پژوهش حاضر، بررسی عواملی است که بر پذیرش و به کارگیری بازاریابی الکترونیک در گردشگری ورزشی تأثیرگذار هستند. جامعه آماری شامل کارکنان آژانس های مسافرتی، کارکنان قسمت رزرواسیون و بازاریابی هتل ها و اعضای عهده دار وظایف بازاریابی هیئت های ورزشی کوهنوردی، قایقرانی، شنا و دوچرخه سواری هستند. تعداد اعضای نمونه با توجه به فرمول کوکران، 265 نفر از کارکنانی است که حداقل یکی از روش های بازاریابی الکترونیک را در بازاریابی گردشگری ورزشی به کار گرفته باشند. داده های پژوهش با استفاده از پرسشنامه محقق ساخته به روش نمونه گیری تصادفی ساده جمع آوری شده اند. جهت سنجش پایایی پژوهش از ضریب آلفای کرونباخ، بارهای عاملی و پایایی ترکیبی استفاده و برای سنجش روایی نیز از میانگین واریانس تبئین شده و معیار فورنل-لارکر استفاده شد. از نرم افزارهای SPSS22 و Smart PLS2 نیز برای تجزیه و تحلیل داده ها استفاده شد. یافته های پژوهش نشان داد که عوامل سازمانی، عوامل محیطی، عوامل فناورانه، سهولت استفاده و مزیت نسبی درک شده بر پذیرش و به کارگیری بازاریابی الکترونیک اثر مثبت و معنی دار دارند و در میان این عوامل، سهولت استفاده درک شده بیشترین تأثیر را بر پذیرش و بکارگیری بازاریابی الکترونیک دارد.

کلیدواژه‌ها


عنوان مقاله [English]

E-marketing: Adoption and Implementation in Sport Tourism of Kurdistan Province

نویسندگان [English]

  • Azim Zarei 1
  • Sara Varmaghani 2
  • Maryam Varmaghani 3
1 Associate Professor of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Master of Sports Management, Islamic Azad University, Qorveh Branch, Qorveh, Iran
3 PhD Student in Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

The main purpose of this study is to investigate the factors that affect the acceptance and application of e-marketing in sports tourism. The statistical population includes the staff of travel agencies, the staff of the hotel reservation and marketing department, and the members in charge of the marketing duties of the mountaineering, sailing, swimming and cycling sports delegations. According to Cochran's formula, the number of sample members is 265 employees who have used at least one of the e-marketing methods in sports tourism marketing. Research data were collected using a researcher-made questionnaire by simple random sampling. Cronbach's alpha coefficient, factor loads and combined reliability were used to measure the reliability of the study, and the mean of variance and Fornell-Larker criterion were used to measure the validity. SPSS22 and Smart PLS2 software were also used for data analysis. Findings showed that organizational factors, environmental factors, technological factors, ease of use and perceived comparative advantage have a positive and significant effect on the acceptance and application of e-marketing and among these factors, perceived ease of use has the greatest impact on acceptance. And has the use of e-marketing.

کلیدواژه‌ها [English]

  • E-marketing
  • IT acceptance
  • Kurdistan
  • sports tourism
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