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تحلیلی بر گردشگری ورزشی با تأکید بر بازاریابی و گردشگری هوشمند | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 1، دوره 3، شماره 1 - شماره پیاپی 4، فروردین 1404، صفحه 7-35 اصل مقاله (826.04 K) | ||
| نوع مقاله: مقاله پژوهشی مستقل | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2025.29289.1061 | ||
| نویسندگان | ||
| توحید آقایی خانمحمد1؛ عباس نقی زاده باقی* 2؛ اکبر مهدوی قره آغاج علیا1؛ فاطمه فریدونی3 | ||
| 1دانشجوی دکتری مدیریت ورزشی، گروه مدیریت ورزشی ، دانشکده علوم تربیتی و روان‌شناسی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
| 2دانشیار مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده علوم تربیتی و روان‌شناسی، دانشگاه محقق اربیلی، اردبیل، ایران | ||
| 3کارشناس ارشد مدیریت ورزشی،دانشکده مدیریت و حسابداری،پردیس فارابی دانشگاه تهران، تهران، ایران | ||
| تاریخ دریافت: 04 خرداد 1404، تاریخ بازنگری: 07 تیر 1404، تاریخ پذیرش: 22 تیر 1404 | ||
| چکیده | ||
| زمینه و هدف: این پژوهش با هدف تحلیل جامع گردشگری ورزشی با محوریت بازاریابی الکترونیک، گردشگری هوشمند و راهبردهای توسعه انجام شد. روش شناسی: روش تحلیل محتوای کیفی، 31 مقالۀ علمی معتبر در بازۀ زمانی ده سال مورد بررسی قرار گرفت. داده‌ها با نرم افزار MAXQDA24 تحلیل و در قالب کدهای باز، محوری و مقوله‌های اصلی سازماندهی شدند. یافته ها: یافته‌های پژوهش نشان داد که بازاریابی الکترونیک و فناوری‌های دیجیتال، نقشی کلیدی در جذب گردشگران ورزشی دارند. همچنین، توسعۀ گردشگری هوشمند با تکیه بر فناوری‌هایی چون اینترنت اشیا و هوش مصنوعی می‌تواند تجربۀ گردشگران را ارتقا دهد. راهبردهای توسعه، چالش‌هایی نظیر کمبود زیرساخت و محدودیت‌های مدیریتی را شناسایی کرده و فرصت‌هایی چون نوآوری و کارآفرینی فناورانه را پیش‌روی سیاست‌گذاران قرار می‌دهند. نتیجه گیری و پیشنهادات: نتایج نشان داد که ادغام فناوری‌های دیجیتال با گردشگری ورزشی می‌تواند تجربۀ گردشگران را ارتقا دهد و توسعۀ پایدار صنعت را تسهیل کند. با این حال، موفقیت این فرآیند نیازمند توجه همزمان به عوامل متعددی ازجمله تقویت زیرساخت‌ها، سرمایه‌گذاری در منابع انسانی، اصلاح قوانین و سیاست‌گذاری‌های حمایتی است. این مطالعه با ارائۀ چارچوبی نظاممند، نقشۀ راهی برای سیاست‌گذاران و فعالان صنعت گردشگری ورزشی ترسیم می‌کند که می‌تواند به بهره‌برداری از پتانسیل‌های این صنعت و رفع چالش‌های موجود کمک شایانی نماید. نوآوری و اصالت: این پژوهش با ترکیب سه حوزۀ کلیدی «بازاریابی الکترونیک»، «گردشگری هوشمند» و «راهبردهای توسعه» در بستر گردشگری ورزشی، به ارائۀ چارچوبی یکپارچه و نظاممند می‌پردازد که تاکنون در ادبیات موضوع به صورت جامع بررسی نشده است. نوآوری اصلی تحقیق در تحلیل تطبیقی چالش‌ها و فرصت‌های پیاده‌سازی فناوری‌های هوشمند با تأکید بر شرایط بومی و ارائۀ راهکارهای عملیاتی برای توسعۀ پایدار این صنعت است. | ||
| کلیدواژه‌ها | ||
| نوآوری در گردشگری؛ فناوری نوین؛ اقتصاد ورزش؛ راهبردهای مدیریتی | ||
| عنوان مقاله [English] | ||
| Sports Tourism Analysis: From E-Marketing to Smart Tourism | ||
| نویسندگان [English] | ||
| Tohid Aghayi Khan mohammad1؛ Abbas naghizadeh baghi2؛ Akbar Mahdavi Ghareh Agaj Olya1؛ fatemeh fereydouni3 | ||
| 1PhD Student of Sports Management, Department of Sport Sciences, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| 2Associate Professor of Sports Management, Department of Sport Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| 3Master in sport management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| Context and Purpose: This research was conducted with the aim of conducting a comprehensive analysis of sports tourism, focusing on electronic marketing, smart tourism, and development strategies. Design/methodology/approach: Employing a qualitative content analysis method, 31 reputable scientific articles within the time frame of 2014 to 2024 were examined. The data were analyzed using MAXQDA24 software and organized into open codes, axial codes, and main categories. Findings: The research findings revealed five key categories: (electronic marketing and the role of digital technologies in attracting sports tourists, smart tourism based on modern technologies such as the Internet of Things and artificial intelligence, development strategies including macro-planning, resource management, and management models, infrastructural, financial, managerial, and cultural challenges, market opportunities, entrepreneurship, and technological innovations). Conclusion: The results indicated that the integration of digital technologies with sports tourism can enhance the experience of tourists and facilitate the sustainable development of the industry. However, the success of this process requires simultaneous attention to several factors, including strengthening infrastructure, investing in human resources, and reforming supportive laws and policies. By providing a systematic framework, this study outlines a roadmap for policymakers and stakeholders in the sports tourism industry, which can significantly contribute to leveraging the potential of this industry and addressing the existing challenges. Originality/value: This study combines three key areas, e-marketing, smart tourism, and development strategies within the context of sports tourism, to provide an integrated and systematic framework that has not been comprehensively addressed in the existing literature. The main innovation lies in the comparative analysis of the challenges and opportunities associated with the implementation of smart technologies, with an emphasis on content-based and strategic approaches. | ||
| کلیدواژه‌ها [English] | ||
| Content Analysis, Sports Tourism, Electronic Marketing, Tourism, Information Technology | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 129 تعداد دریافت فایل اصل مقاله: 23 |
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