Azim Zarei; Sara Varmaghani; Maryam Varmaghani
Abstract
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 ...
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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.
