ارائه مدل جذب سرمایه‌گذار در صنعت گردشگری ورزشی ایران با تأکید برآمیخته بازاریابی و توسعه پایدار

محورهای موضوعی : مربوط به گردشگری

اعظم عباسی ¹ , حسین اکبری یزدی ² , محمدرضا معین فرد ³ , علیرضا الهی ⁴

1 - دانشجوی دکتری مدیریت ورزشی، دانشگاه خوارزمی، تهران
2 - استادیار مدیریت ورزشی، دانشگاه خوارزمی، تهران
3 - دانشیار مدیریت ورزشی، دانشگاه حکیم سبزواری، سبزوار
4 - دانشیار مدیریت ورزشی، دانشگاه خوارزمی، تهران

تاریخ دریافت : 1401/02/27 تاریخ پذیرش : 1401/03/10 تاریخ انتشار : 1401/03/01

کلید واژه: سرمایه گذاری, آمیخته بازاریابی, توسعه پایدار, گردشگری ورزشی, ارائه مدل,

چکیده مقاله :

پژوهش حاضر با هدف ارائه مدل جذب سرمایه گذاری در صنعت گردشگری ورزشی ایران با تاکید بر آمیخته بازاریابی و توسعه پایدار انجام شد. جامعه آماری پژوهش شامل کلیه خبرگان حوزه مدیریت بازاریابی ورزشی، گردشگری ورزشی و همچنین مدیریت بازاریابی گردشگری بود. پرسشنامه ها به صورت الکترونیکی توزیع گردید که در نهایت تعداد 249 پرسشنامه به صورت صحیح تکمیل شدند. ابزار تحقیق در بخش کیفی، مصاحبه و بررسی مبانی نظری و در بخش کمی پرسشنامه ساخته شده از بخش کیفی با محوریت 3 متغیر آمیخته بازاریابی در صنعت گردشگری ورزشی ایران (7 گویه)، توسعه پایدار (6 گویه) و جذب سرمایه گذار در صنعت گردشگری ورزشی (2 گویه) بود. از آزمون تحلیل عاملی اکتشافی برای سنجش گویه ها و سوالات هر متغیر و از آزمون مدل یابی معادلات ساختاری با نرم افزار پی ال اس استفاده شد. نتایج مدل تحقیق نشان داد که مسیر آمیخته بازاریابی به توسعه پایدار با ضریب اثر (899/0) بیشترین اثر را در بین متغیرها داشت. مسیر آمیخته بازاریابی به سرمایه گذاری با ضریب اثر (484/0) در رده بعدی قرار داشت و مسیر توسعه پایدار به سرمایه گذاری با ضریب اثر (356/0) کمترین اثر را در بین سایر متغیرها داشت. در یک نتیجه گیری کلی باید ذکر کرد که برای توسعه صنعت گردشگری ورزشی ایران ابتدا باید توجهی ویژه ای به آمیخته بازاریابی داشت، زیرا در این صورت می توان به توسعه پایدار رسید و سرمایه گذران را ترغیب کرد تا منابع مالی خود را در صنعت گردشگری ورزشی وارد کنند.

چکیده انگلیسی:

The present study was conducted with the aim of presenting a model for attracting investment in the Iranian sports tourism industry with an emphasis on the marketing mix and sustainable development. The statistical population of the research in the qualitative part included all experts in the field of sports marketing management, sports tourism and tourism marketing management. A total of 17 interviews were conducted by purposive sampling method to reach theoretical saturation and in a small part of the same people plus capital Sports spenders and sports entrepreneurs were nationwide. The questionnaires were distributed electronically and finally 249 questionnaires were completed correctly. Research tools in the qualitative section, reconciliation and review of theoretical foundations, and in the quantitative section, a questionnaire made from the qualitative section with the focus on 3 mixed marketing variables in the Iranian sports tourism industry (7 items), sustainable development (6 items) and attracting investors in the tourism industry. It was sports (2 items). Exploratory factor analysis test was used to measure items and questions of each variable and structural equation modeling test was used with PLS software. The results of the research model showed that the mixed marketing path to sustainable development with the effect factor (0.899) had the greatest effect among the variables. The mixed marketing-to-investment path with an impact factor (0.484) was in the next category, and the sustainable development path to an investment with an impact factor (0.356) had the lowest effect among other variables. In a general conclusion, it should be mentioned that for the development of Iran's sports tourism industry, first of all, special attention should be paid to the marketing mix, because in this case, sustainable development can be achieved and investors can be encouraged to invest in the tourism industry. Import sports.

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