Document Type : Research Paper
Authors
1 PhD Student of Sport Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 Assistant Professor of Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran
Abstract
Abstract
The aim of this study was to investigate the effects of destination branding on the development of sports tourism with the mediating role of economic contexts in the southern provinces of Iran. This research was applied research based on purpose and correlational in terms of data collection method. The statistical population included professors of physical education and tourism in universities, experts and physical education officials of the General Directorate of Sports and Youth, Tourism and Natural Resources Organization of the southern provinces of the country, the exact number of whom was not available. According to the Cochran sample size table in uncertain conditions, a statistical sample of 384 people was considered. In this study, the economic context questionnaire (18 questions), the researcher-made questionnaire of destination branding (10 questions) and the researcher-made questionnaire of tourism development (12 questions) were used. The questionnaire was based on the 5 Likert scale. The results showed that there is a significant relationship in the correlation matrix between the research variables. Destination branding also has a direct impact on the development of sports tourism and economic contexts. Attention to destination branding can play an important role in improving and expanding the economic aspects as well as the development of sports tourism.
Keywords:
Economy, destination branding, sports tourism, sport
Keywords
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