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نگارش و ارسال مقاله

The impact of customer experience and engagement on sports tourism destination with an experiential marketing approach of sports events in Iran

نوع مقاله : مقاله پژوهشی

نویسندگان

1 PhD Student in Sports Management, Physical Education and Sports Science, Urmia University, Urmia, Iran

2 Professor of Sports Management, Physical Education and Sports Sciences, Urmia University, Urmia, Iran

3 Assistant Professor of Sports Management, Physical Education and Sports Sciences, Urmia University, Urmia, Iran

چکیده

In the era of global competition, sporting events are recognized as one of the most important tourist attractions for attracting tourists. Therefore, this research aims to examine the impact of customer experience and engagement on the destination of sports tourism with an experiential marketing approach to sporting events in Iran, focusing on the twenty-second edition of the volleyball championship. The research method was descriptive-correlational and applied in nature, with the statistical population consisting of sports customers and tourists, managers, sports tourism experts, and university professors. Using simple random sampling, a sample size of 370 people was determined. Data was collected using standardized questionnaires, after validation of their content and reliability by professors. Data analysis was conducted using SPSS and Smart PLS software. The results showed that the customer engagement component had the greatest impact (α = 0.567) and customer enthusiasm had the least impact (α = 0.449) on customer experience. Additionally, the customer recognition component had the greatest impact (α = 0.414) and customer enthusiasm had the least impact (α = 0.362) on customer identification. Data analysis was conducted using SPSS and Smart PLS software. The results showed that the customer engagement component had the greatest impact (α = 0.567) and customer enthusiasm had the least impact (α = 0.449) on customer experience. Additionally, the customer recognition component had the greatest impact (α = 0.414) and customer enthusiasm had the least impact (α = 0.362) on customer identification.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The impact of customer experience and engagement on sports tourism destination with an experiential marketing approach of sports events in Iran

نویسندگان [English]

  • Sara Yazdanpanah 1
  • Mirhasan Seyyed Ameri 2
  • Roghayeh Sarlab 3

1 PhD Student in Sports Management, Physical Education and Sports Science, Urmia University, Urmia, Iran

2 Professor of Sports Management, Physical Education and Sports Sciences, Urmia University, Urmia, Iran

3 Assistant Professor of Sports Management, Physical Education and Sports Sciences, Urmia University, Urmia, Iran

چکیده [English]

In the era of global competition, sporting events are recognized as one of the most important tourist attractions for attracting tourists. Therefore, this research aims to examine the impact of customer experience and engagement on the destination of sports tourism with an experiential marketing approach to sporting events in Iran, focusing on the twenty-second edition of the volleyball championship. The research method was descriptive-correlational and applied in nature, with the statistical population consisting of sports customers and tourists, managers, sports tourism experts, and university professors. Using simple random sampling, a sample size of 370 people was determined. Data was collected using standardized questionnaires, after validation of their content and reliability by professors. Data analysis was conducted using SPSS and Smart PLS software. The results showed that the customer engagement component had the greatest impact (α = 0.567) and customer enthusiasm had the least impact (α = 0.449) on customer experience. Additionally, the customer recognition component had the greatest impact (α = 0.414) and customer enthusiasm had the least impact (α = 0.362) on customer identification. Data analysis was conducted using SPSS and Smart PLS software. The results showed that the customer engagement component had the greatest impact (α = 0.567) and customer enthusiasm had the least impact (α = 0.449) on customer experience. Additionally, the customer recognition component had the greatest impact (α = 0.414) and customer enthusiasm had the least impact (α = 0.362) on customer identification.

کلیدواژه‌ها [English]

  • Sports tourism
  • customer experience
  • customer engagement
  • experiential marketing
  • tourist behavior
  • sporting events
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مطالعات بازاریابی ورزشی
دوره 6، شماره 4 - شماره پیاپی 24
دی 1404
صفحه 77-99
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هم رسانی
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