The Role of the Internet and New Media in Sport Tourism Marketing

Media and communication technologies have been inconceivably developing during the last few decades and influenced all aspects of human life. The Aim of this study is to examine the role of the Internet and new media in sport tourism marketing. Research samples are comprised of the managers and specialists in tourism and travel agencies dealing with sport tourism who work in Tehran Province، Iran. Research tools have been gathered from some parts of the standard questionnaire by Moeinfard (1387) that was used only after being confirmed of its validity and reliability (α: 87). Data from 217 questionnaires returned were analyzed by SPSS V. 21 and Amos V. 21 software and Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Based on the results from Exploratory Factor Analysis، two factors were identified: «tourism packages» with an eigenvalue of 0. 76 and «advertising the attractions» with an eigenvalue of 0. 68. Moreover، Confirmatory Factor Analysis identified two variables as the important ones for each of the above factors: «an appropriate and faster usage of data and advertising resources» with a factor loading of 0. 77 under tourism packages factor، and «introducing attractions to sport tourists» with a factor loading of 0. 79 under advertising the attractions factor.