Document Type : Research Paper
Authors
1 M.Sc., Payame Noor University, Sports management, Rey City Branch, Tehran, Iran
2 Professor of Sports Management, Payam Noor University, Tehran, Iran
Abstract
A B S T R A C T
The present study is applied in terms of purpose and descriptive-correlational in terms of how to collect data. The statistical population of this study consisted of physical education experts, experts and managers of the tourism department of the Cultural Heritage and Tourism Organization, managers of travel agencies and heads of sports delegations who using stratified random sampling method and Cochran's formula, volume the sample was estimated at 193 people. The questionnaires used are: Shakoori and Mohammadi Digital Marketing Strategies Questionnaire (2015), Factors Affecting the Development of Hemmati Sports Tourism (2016). To analyze the data of this study, descriptive statistics, linear regression, and structural equation modeling were used with SPSS and LISREL software.
Findings showed that among the variables of this study, education and tourism research have the highest dispersion and the lowest average. Findings of the study confirm that digital marketing has a positive and significant effect on the development of sports tourism education and research in Ahvaz. Also, all variables have a normal distribution with respect to the values of skewness and elongation. The results of the factors of digital marketing strategies showed that the factor load of all items was more than 0.4 and the values of t-statistic were more than 2.58; therefore, there is an acceptable relationship between the items.
The results showed that political and legal support and the creation of appropriate political infrastructure, support and amendment of some laws can in this way lead to the development of sports tourism in the province and accelerate it.
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