نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.
2 استاد مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، ایران
3 استاد مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، ایران.
4 استادیار، گروه آموزش تربیت بدنی، دانشگاه فرهنگیان، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
With the expansion of digital technologies, digital marketing has become a vital tool in attracting sports tourists. This research was conducted in 2024 with the aim of identifying and prioritizing the consequences of digital marketing in sports tourism using the interpretive structural modeling method. The present study was applied and carried out with a mixed approach (qualitative-quantitative) and using the interpretive structural modeling (ISM) method. In the qualitative stage, thematic analysis was used using library studies and semi-structured interviews with 13 experts in sports tourism, marketing, and researchers in these two fields. In the quantitative stage, 15 experts were selected purposively and data were collected through a researcher-made questionnaire. In the qualitative section, 55 basic themes and 10 organizing themes were identified, which were centered around the comprehensive theme of "Consequences of Digital Marketing in Sports Tourism." The results of the quantitative section showed that these outcomes were categorized into four levels, with the main foundations at the first level. Infrastructure development, as the most influential level, directly affected the third level criteria (tourism economic development, tourist behavioral and attitudinal development, and tourism destination awareness). By presenting an interpretive structural model, this study provides a comprehensive framework for understanding the outcomes of digital marketing in sports tourism, It can help managers and policymakers in matters such as marketing strategies, resource allocation, and competitive policymaking. So far, in this field, the presentation of a hierarchical model and the leveling of digital marketing outcomes in sports tourism using the ISM method have been less studied.
کلیدواژهها [English]