Individual and Social Factors Affecting Desert Sports Tourism Acceptance (A case of Mazandaran University Students)

Given that a significant portion of Iran comprises desert landscapes, desertification presents an opportunity for local businesses and economic activities to thrive. Consequently, this research aims to investigate the individual and social factors influencing the adoption of desert sports tourism among students at Mazandaran University. The research employed the Alam Talab questionnaire (2014) as its primary tool, the validity of which was established through the input of sports tourism experts, and its reliability was confirmed with a Cronbach’s alpha of 0.88. Statistical analysis was conducted using the SPSS version 26 and PLS version 4. The results indicated that the model, with a coefficient of determination (R-squared) value of 0.114, fits as a weak model, suggesting that individual and social factors do not significantly influence the adoption of desert sports tourism among Mazandaran University students. To enhance the appeal of desert sports tourism, it is recommended to engage in effective media advertising, improve safety and security measures, offer tours with suitable and affordable amenities, and enhance the overall attractiveness of desert sports tourism to potential participants.