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تبیین و فهم عوامل مؤثر در توسعۀ گردشگری ورزشهای محلی در بستر بازاریابی گردشگری ورزشی | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 1، دوره 3، شماره 2 - شماره پیاپی 5، مهر 1404، صفحه 7-37 اصل مقاله (859.23 K) | ||
| نوع مقاله: مقاله پژوهشی مستقل | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2025.30253.1089 | ||
| نویسندگان | ||
| رحیم زارع1؛ احمد محمودی* 2؛ حسین طاهری3 | ||
| 1دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران | ||
| 2استادیار گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران. | ||
| 3استادیار گروه تربیت بدنی دانشگاه علوم انتظامی امین، تهران، ایران | ||
| تاریخ دریافت: 18 مهر 1404، تاریخ بازنگری: 01 آبان 1404، تاریخ پذیرش: 04 آبان 1404 | ||
| چکیده | ||
| زمینه و هدف: گردشگری ورزشهای محلی گونهای مهم از گردشگری ورزشی است که در اکثر کشورها جریان دارد. بسیاری از جوامع سعی کردهاند با حفظ اصالت و ارزشهای بومی و محلی، بروندادهای دیگری نیز از توسعۀ گردشگری ورزشهای محلی به دست آورند. این پژوهش با هدف تبیین عوامل مؤثر در توسعۀ گردشگری ورزشهای محلی در چارچوب بازاریابی گردشگری ورزشی انجام شده است. روش شناسی: روش تحقیق حاضر ترکیبی (کیفی-کمی) است که در بخش کیفی از مرور سیستماتیک مقالات و در بخش کمی از روش پیمایشی استفاده شده است. در قسمت اول تحقیق، از روش مرور سیستماتیک استفاده شده است. پس از استخراج مؤلفههای اصلی مرتبط با موضوع، یک مطالعۀ پیمایشی کمّی به منظور اعتبارسنجی این مؤلفهها به کار گرفته شد. تحلیلهای آماری مربوط به دادههای پیمایش نیز در محیط نرمافزار SPSS نسخۀ ۲۴ انجام پذیرفت. یافته ها: مطابق با یافتههای تحقیق، پس از شناسایی و تحلیل 279 تحقیق مرتبط، درنهایت تعداد 13 مقاله بهعنوان اصلیترین مقالات مرتبط در توسعۀ گردشگری ورزشهای محلی در نظر گرفته شدند و سپس محققان با درنظرگیری نظرات خبرگان، مهمترین و اصلیترین آنها بهعنوان مؤلفههای کلیدی را از طریق پرسشنامۀ محققساخته شناسایی کردند. نتیجه گیری و پیشنهادات: مطابق با نتایج تحقیق، ترکیب خلاقانۀ میراث غنی فرهنگی ایران با فناوریهای نوین در بازاریابی و مدیریت گردشگری، نهتنها میتواند الگویی موفق برای کشورهای دارای پیشینۀ تاریخی مشابه ایجاد کند، بلکه قابلیت تبدیل شدن به مدلی پیشرو در صنعت گردشگری ورزشی جهان را نیز داراست. این رویکرد هوشمندانه ضمن حفظ اصالت فرهنگی، امکان بهرهبرداری اقتصادی پایدار از این ظرفیتهای منحصربهفرد را فراهم خواهد ساخت. نوآوری و اصالت: این پژوهش با تلفیق بیسابقۀ میراث فرهنگی غنی ایران و راهبردهای نوین بازاریابی، الگویی پیشگامانه برای توسعۀ گردشگری ورزشهای بومی ایران ارائه میدهد. این مطالعه الگویی قابل تعمیم برای بافتهای فرهنگی مشابه و رویکردی آیندهنگرانه برای صنعت گردشگری جهانی به ارمغان میآورد که در عین حفظ اصالت فرهنگی، رشد اقتصادی پایدار را نیز محقق میسازد | ||
| کلیدواژهها | ||
| گردشگری ورزشی؛ ورزشهای محلی؛ توسعۀ گردشگری ورزشهای محلی؛ بازاریابی گردشگری ورزشی | ||
| عنوان مقاله [English] | ||
| Identifying and Understanding Factors Influencing the Development of Local Sports Tourism within the Framework of Sports Tourism Marketing | ||
| نویسندگان [English] | ||
| rahim zare1؛ Ahmad Mahmoudi2؛ hosein taheri3 | ||
| 1Associate Professor, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabatabae'i University, Tehran, Iran | ||
| 2Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran. | ||
| 3Assistant Professor, Department of Physical Education, Faculty of [Please specify faculty name], Amin Police University, Tehran, Iran | ||
| چکیده [English] | ||
| Context and Purpose: Local sports tourism represents a significant segment of the sports tourism industry that is prevalent in most countries. Many communities have endeavored to preserve the authenticity and value of local traditions while deriving additional benefits from the development of local sports tourism. This study aims to identify the factors influencing the development of local sports tourism within the framework of sports tourism marketing. Design/methodology/approach: The present research employs a mixed-methods approach (qualitative-quantitative), utilizing a systematic literature review in the qualitative phase and a survey method in the quantitative phase. In the first part of the study, a systematic review was conducted. Following the procedures of this method, the researchers extracted the main components related to the research topic. In the second part, a quantitative survey was used to confirm or reject these components. Findings: The present research employs a mixed-methods approach (qualitative-quantitative), utilizing a systematic literature review in the qualitative phase and a survey method in the quantitative phase. In the first part of the study, a systematic review was conducted. Following the procedures of this method, the researchers extracted the main components related to the research topic. In the second part, a quantitative survey was used to confirm or reject these components. Conclusion: The results indicate that a creative integration of Iran's rich cultural heritage with modern technologies in tourism marketing and management can not only establish a successful model for countries with similar historical backgrounds but also has the potential to become a pioneering model in the global sports tourism industry. This strategic approach, while preserving cultural authenticity, enables the sustainable economic utilization of these unique capacities. Originality/value: This study pioneers a model for developing Iran's local sports tourism by uniquely integrating its rich cultural heritage with modern marketing strategies. It presents a replicable blueprint for similar cultural contexts and a forward-looking approach for the global tourism industry, balancing cultural authenticity with sustainable economic growth. | ||
| کلیدواژهها [English] | ||
| Sports Tourism, Local Sports, Development of Local Sports Tourism, Sports Tourism Marketing | ||
| مراجع | ||
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