Marjan Saffari; Erfan Moradi
Volume 5, Issue 1 , April 2018, , Pages 11-22
Abstract
The purpose of this study was to determine the causal relationship between pull and push motives on the behavior of sports tourists: the Mediating role of satisfaction. The methodology of the present research has been applied in terms of purpose, and from the perspective of the method, descriptive-Correlation ...
Read More
The purpose of this study was to determine the causal relationship between pull and push motives on the behavior of sports tourists: the Mediating role of satisfaction. The methodology of the present research has been applied in terms of purpose, and from the perspective of the method, descriptive-Correlation was specifically based on structural equation modeling using Smart PLS 3 software. The statistical population of the study included sports tourists using water sports of Ramsar. Among them, 298 people were selected by random sampling method with taking into account test power of 90% and utilizing from PASS Software. In the present study, the evaluations related to the face and content validity and convergent and discriminant validity were carried out based on the supporting standard opinions of experts in the fields of marketing and sports tourism, Composite Reliability, Average Variance Extracted, Heterotrait - Monotrait Ratio was conducted. Findings indicate a positive and significant effect on the direct path of motivations on the satisfaction and future behavior of sports tourists. The results indicate a positive and significant relationship between pull motivations, there was no significant relationship between pull incentives in relation to the motivation and future behavior of sports tourists. According to the results of the study, the necessity of thinking about measures to differentiate the motivations of sports tourists in recreational sports centers in order to satisfy their satisfaction and positive impact on their behavior towards managers, marketers of recreational centers is suggested.
Mohammad Asghari Jafarabadi; Aliyeh Meskin; Zhaleh Memari
Volume 1, Issue 1 , April 2014, , Pages 59-72
Abstract
The Survival of today’s organizations is affiliated to the changing expectations of customer, therefore, organizations are followed the successful organizations use of segmentations principles to directing their marketing strategies. The purpose of this study was services market segmentation in ...
Read More
The Survival of today’s organizations is affiliated to the changing expectations of customer, therefore, organizations are followed the successful organizations use of segmentations principles to directing their marketing strategies. The purpose of this study was services market segmentation in sport complex in private sector based on motivations and customer expectations. The method of research was descriptive- survey conducted. The population sample consisted of 163 users of the services offered at the Gas private gyms. Research tool was MISS- sport center questionnaire that Arocas et al build in 2007. Content validity of this questionnaire was approved by 3 sports management university professors. Research tool was questionnaire with 26 items based on Likert scale continuum value was set to 5. Reliability of tool confirm with factor analysis and 0/88(P<0/001). Reliability of factors concluded: positive affect 0/91, social contact 0/91, physical exercise 0/90, coping strategy 0/76, body image 0/87, competition 0/83, personal challenges 0/82, and entertainment 0/87(P<0/001). For data analysis, ANOVA, MANOVA and for segmenting questionnaire items, exploratory factor analysis with KMO index was used. Also, the Bartlett test was used to assess the goodness of fit model (p< 0/05). Results show that among the demographic characteristics only sex have significant correlation with motivations and customer expectations. Also, customer segmentation failed based on motivations and expectations. So, in organizations about those employees that have cultural and educational similarities, managers would rather than segmenting customers to increase productivity and employee satisfaction must improve their services.