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نقش ارزش های تجربی در برندسازی مقصد گردشگری ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

چکیده

مقدمه: پژوهش حاضر با هدف بررسی نقش ارزش‌های تجربی در برندسازی مقصد گردشگری ورزشی اجرا شد.
روش پژوهش: روش پژوهش از نوع توصیفی-همبستگی بود. بدین‌منظور، 245 گردشگر که ایران را به‌عنوان مقصد گردشگری ورزشی انتخاب کرده بودند، پرسشنامه‌های ارزش‌های تجربی آن و همکاران (2019)، تصویر برند مقصد اندرسن و همکاران (2018) و نیت‌های رفتاری شارما و نایاک (2019) را تکمیل کردند. روش تحلیل داده‌ها، الگوسازی معادلات ساختاری بود که با استفاده از نرم‌افزار اسمارت پی.ال.اس نسخۀ 3 انجام گرفت.
یافته ها: یافته‌ها حاکی از این بود که ارزش‌های تجربی، شامل بازگشت سرمایه مصرف­کننده، تعالی خدمت، زیبایی شناسی و سرگرم­کنندگی، می‌توانند به‌طور معناداری بر تصویر مقصد تأثیر بگذارند و تصویر مقصد گردشگری ورزشی نیز به دنبال آن می‌تواند بر نیت‌های رفتاری گردشگران ورزشی دربارۀ ایران به‌عنوان مقصد گردشگری ورزشی تأثیرگذار باشد.
نتیجه گیری: بر مبنای یافته‌ها می‌توان نتیجه گرفت که اگر ایران به‌عنوان مقصد گردشگری ورزشی در پی افزایش سهم خود از بازار گردشگری ورزشی جهان است، باید به چهار بٌعد ارزش‌های تجربی به‌منزلۀ یکی از عوامل مهم در برندسازی مقصد گردشگری ورزشی توجه ویژه‌ای داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Experiential Values in Sports Tourism Destination Branding

نویسندگان [English]

  • Mohammad Ali Zebardast
  • Mohammad Soltan Hosseini

Department of Sports Management, Faculty of sports sciences, University of Isfahan, Isfahan, Iran

چکیده [English]

Introduction: The purpose of this study was to investigate the role of experiential values in sports tourism destination branding.
Methods: The research method was descriptive-correlational. To this end, 245 sports tourists who had chosen Iran as a sports tourism destination, completed questionnaires of Ahn et al. (2019) about experimental value, Andersen et al. (2018) about destination brand image, and Sharma and Nayak (2019) about behavioral intentions. The data analysis method was the modeling of structural equations using Smart PLS software version 3.
Results: The findings indicated that experiential values, including consumer return on investment, service excellence, aesthetic and entertainment, can significantly affect the destination image and that the image of the sports tourism destination can subsequently affect the behavioral intentions of sports tourists about Iran as a sports tourism destination.
Conclusion: Based on the findings, it can be concluded that if Iran, as a sports tourism destination, seeks to increase its share of the global sports tourism market, four dimensions of experimental values should be considered as one of the important factors in sports tourism destination branding.

کلیدواژه‌ها [English]

  • experiential values
  • destination branding
  • destination image
  • Sports Tourism
  • Tourism destination
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نشریه مدیریت ورزشی
دوره 14، شماره 3
آبان 1401
صفحه 147-133
فایل ها
سابقه مقاله
  • تاریخ دریافت: 27 مرداد 1399
  • تاریخ بازنگری: 11 بهمن 1399
  • تاریخ پذیرش: 12 اسفند 1399
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