Document Type : Research Paper


1 Assistant Professor in Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran.

2 Ph.D. Candidate in Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran.

3 Ph.D. Candidate in Sport Management, Faculty of Physical education and Sport Sciences, University of Tehran, Tehran, Iran.


This study aims to present a place branding model based on macro-approaches of recreation, sport, and tourism projects in Isfahan province. A qualitative method and a systematic Grounded theory are applied on the study. This theory is divided into three open, selective, and axial coding levels. The statistical society consists of all the specialists of this field, including outstanding professors of sport management in the field of tourism, managers and deputies of Sport and Youth Department, and knowledgeable experts. 14 people were selected with snowball sampling method. The study tools and materials are scientific sources, such as articles, authentic books, scientific websites, news websites, and open and in-depth interviews with the selected people. For validity measurement, the study results were presented to the participants. They suggested a model based on these results which was analyzed and applied on the study by the researchers. Finally, this study was read and reviewed by sport management professors who corrected or changed the final model. For reliability analysis, auditing procedures and inter-subjectivity agreement methods are used. 78% reliability was indicated between two coding methods which stands for coding reliability. Eventually, the final model was introduced, including the main framework, causal conditions, strategies, background conditions, interfering factors, and consequences.


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