The Study of Business Models Focusing on Sports Tourism

This research aimed to present a model of sports tourism businesses and identify the components of this model. This research was applied in terms of the type of research and descriptive-survey oriented in terms of data collection. The study's statistical population included the owners and managers of sports tourism businesses with at least 5 years of experience. 14 people were selected as the sample population using qualitative research methods and heterogeneous and non-random targeted sampling strategies. The interviews were conducted in a semi-structured manner. Using qualitative content analysis method and based on open coding, the concepts were extracted, and then the components were determined based on the dimensions of the Osterwalder model using the axial coding method. Finally, a whole view of the sports tourism business model was presented in the form of a business model canvas. Based on the research results, 32 components were identified in the form of 9 main dimensions. The results showed that the 9 main dimensions of the sports tourism business model are consistent with the Osterwalder model. 32 components were also identified and introduced for the sports tourism business model. Entrepreneurs in sports tourism were advised to pay attention to design, constant updates, and innovation in all dimensions and elements of the business model presented in this research as a comprehensive model. Because sports tourism has a vast variety in different businesses, focusing attention on the type of sport, geographical area, and the business life cycle are also important factors to be considered.