Examining the effect of service quality of sport tourism destinations on mougth to mougth advertisement(Case study of sport tourists in Noshahr)

The purpose of the current study was to examine the effect of perceived quality of sport tourism destinations on mougth to mougth advertisement, by using Structural Equation Modeling (SEM). This study was a descriptive-correlative and a practical study according to research purpose. Research population was sport tourists who have visited Noshahr as a sport tourism destination in 1392. A sample of 246 sport tourists was selected through convinience sampling. The model validity and the relationships among research variables were verified by using structural equation modeling. According to research findings, dimensions of service quality of sport tourism destination have influenced mougth to mougth advertisement. The findings of this study can lead to a better understanding of behavioral mechanisms that can design reliable principles for maintaining and developing sport tourism visiting of a tourism destination.