Evaluating the effective variables and presenting the special value model of the green brand from the point of view of sports tourists on the island of Kish
Subject Areas : landuseAli Bagheri 1 , Farshad Tojari 2 , Ali Zare 3
1 - PhD student in sports management, Faculty of Physical Education and Sports Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Full Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran. (responsible for correspondence)
3 - Assistant Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
Keywords: Sports tourism, green brand, tourism development model, Kish Island.,
Abstract :
Background and Objective: The green brand is an environmental label that shows that the product is somehow related to environmental protection and sustainable business practices and adheres to two basic principles in its development goals, environmental protection and sustainable business. The purpose of this research is to investigate the factors influencing the formation of the green brand for sports tourism in Kish Island. Material and Methodology: This research is a kind of descriptive-analytical research, of an applied type. The statistical population is 550 people and the statistical sample is 225 people using Morgan's table, which is available to the questions of two standard questionnaires of brand value and tourism destination (Mahmoudi, 2015 and Dastjardi, 2015) answered. Structural equations and LISREL8 software were used to investigate the relationships between research variables. Findings: The results of factor loadings and path coefficients and significant coefficients showed that the destination brand awareness component has the ability to predict sports tourism in Kish tourism destination. The destination brand image component has the ability to predict sports tourism in Kish tourism destination. The perceived quality component of the destination brand has the ability to predict sports tourism in the tourist destination of Kish. The component of the perceived value of the destination brand has the ability to predict sports tourism in the tourist destination of Kish. All components of Sabz brand equity can predict sports tourism in Kish tourism destination. (Chi-Square=9126.43, df=923, P-value=0.00000, RMSEA=0.060) Discussion and Conclusion: From the point of view of sports tourists, Kish Island has a high potential for green branding, and this indicates that the management and planning of sports tourism development in this island should take steps to strengthen the variables discussed in this research.
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