The Effect of Environmental Quality Indicators on Damavand Sports Tourism Branding

The sports tourism brand of each country has an undeniable effect on attracting sports tourists and can introduce countries for the activists of this easy industry and guide and help tourists in the destination and have a significant contribution to the income generation of a country. It should be acknowledged that many factors can affect the destination branding, which in some scattered articles and researches, some of these indicators have been mentioned. So, the purpose of this study was to determine the effect of environmental quality indicators on Damavand sports tourism branding which is known as one of the tourist attractions.

The present study is descriptive-analytical and, using multivariate regression statistical methods and path analysis. According to the Morgan’s table The statistical population included 384 sports tourists based on convenience sampling method. To gather data, Rezvani (2017) and Acker (1991) questionnaires were used.

The results showed that the economic component had the most and the natural environment component had the least direct effect on Damavand sports tourism branding. Also, taking into account the indirect effects, the component of the institutional environment has had the most impact.

Therefore, in order to brand Damavand sports tourism, it is necessary to pay more attention to the factors affecting the economic and institutional environment and solving the problems of the natural environment.