The Role of Sports Communication in the Development of Sports Tourism Industry with the Mediating Role of Social Media in Iran

This Research has been conducted with the aim of the role of sports communication in the development of sports tourism industry with the mediating role of social media in Iran. The samples of this study included experts in the fields of tourism, sports communication and media, which a total of 315 people were selected by simple random method. The research period is 2020-2009. In order to conduct the research, a standard questionnaire was used to measure the variables of sports communication, development of sports tourism industry and social media. To measure the variables of Gross National Product (GDP), financial development, political stability, corruption control, government effectiveness, regulatory quality, rule of law, voice and accountability, tourism costs, were extracted from the World Data Bank. The results of the analysis of the first hypothesis showed that sports communication has an effect on the development of sports tourism with the mediating role of social media. Also, the results of the second hypothesis also indicated that sports communication has an impact on financial development with the mediating role of social media. Regarding the control variables, in the first hypothesis, the tourism cost variable had a direct effect on the development of sports tourism with the mediating role of social media. In the second hypothesis, the control variables of government effectiveness, regulatory quality, and voice and accountability had a direct impact on financial development with the mediating role of social media.