نشریه مطالعات بازاریابی ورزشی
سال سوم شماره 2 (پیاپی 10، تابستان 1401)

The relationship between diplomacy and sports is reciprocal, both diplomacy in sports management, holding world competitions, hosting, participating in competitions, etc., and sports in promoting diplomacy in different countries through sports, with or without participation in competitions Sports (such as the Olympic boycott). The purpose of this study is to investigate the economic and sports effects of the development of sports diplomacy on the Islamic Republic of Iran. The research method is fundamental from the perspective of the goal. On the other hand, this research is applied. The research method is mixed (quantitative-qualitative). The sample size was 110 people in the quantitative section and 12 specialists in the field of sports diplomacy and international relations. The research instrument was a completed questionnaire and a semi-structured interview whose validity and reliability were confirmed. The results show that in the sports dimension of the item (sports diplomacy in the conditions of the country's athletes in international sports events, with a factor load of 0.81) has the highest factor load and in the economic dimension of the item (holding sports events strengthens Infrastructure and facilities are appropriate. With a factor load of 0.96) has the highest factor load. As a result, by using the country's tourism capacity and sports infrastructure, the country's sports conditions can be improved through sports diplomacy.

The purpose of this study was to investigate the effect of social responsibility (based on new and special dimensions of sports) on customer`s loyalty with role moderating of image and reputation in fitness clubs in Rasht. The method of the present study was descriptive-correlational that it was a survey study and in terms of the data-collection it was a field study. For this purpose, 409 club’s customers were selected using random sampling. Data analysis in this research was performed by structural equation modeling using with SPSS 24 and AMOS 24 software. The findings showed that the club's social responsibility, while having the greatest impact on the image, also affects reputation and loyalty. Image as an independent variable also affects reputation and loyalty. However, in the final model, reputation has no significant effect on loyalty; However, a significant positive and effective relationship between research variables is very evident in the final model. In general, club managers can attract potential customers and retain loyal customers by considering the dimensions of social responsibility to customers as an effective strategy and thus gaining a good image and reputation, which is a prerequisite for the survival and competitive advantage.

The aim of this study was to investigate the effect of aesthetic factors and service quality on perceived value, loyalty and customer satisfaction of pools in Kermanshah province.The research method is descriptive-correlational in nature. The statistical population of the study consisted of customers of Kermanshah pools who were selected using simple random sampling method. After distributing the questionnaires, 274 questionnaires were returned. To collect data, Soleimani (2012) Aesthetic Questionnaire, Liu (2008) Quality of Service, Kim et al. (2009) Perceived Value (2009), Lim (2006), Victor (2002) Customer Satisfaction Questionnaire were used. They were validated by supervisors and academic experts, and their reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Amos statistical software and Spss statistical software. Findings showed that aesthetics has a significant effect on perceived value and customer loyalty. Also, the direct effect of service quality on loyalty, service quality on perceived value, perceived value on customer satisfaction and customer satisfaction on loyalty was positive and significant.Due to the effectiveness of aesthetic dimensions in attracting people to the sports pool and the effective effect of service quality on customer retention, pool managers and planners can maintain and improve their loyalty by improving the quality of service and providing ancillary services to customers. So that the customers themselves act as advertisers of the pools and attract new customers subconsciously.

Leisure under the influence of socio-economic developments and global values is one of the concerns of individuals. The purpose of the present study was to investigate the effect of serious leisure on satisfaction from lelisure activities with the mediation of recreational involvement in amateur volleyball athletes. The research method was applied research of purpose and correlation in terms of data collection, which was done in the field. The target population of the study was non-professional athletes of Tehran Volleyball House who had at least 6 months of membership in this collection. Software was used to determine the sample size and the sampling method was available. Finally, 274 questionnaires were used for statistical analysis. The face and content validity of the data collection tool was reviewed by 9 experts in this field. Cronbach's alpha was 0.95. In order to analyze the data, descriptive and inferential statistical methods were used using SPSS software version 26 and PLS version 3. The findings show that one of the most important factors in increasing people's satisfaction with leisure activities is recreational involvement, which is most effective after gravity, and the more irritated people are about an activity, the greater their satisfaction. Entertainment participation predicts 49% and serious leisure 42% of changes in leisure satisfaction, and 66% recreational involvement of changes depend on the serious leisure of volleyball players. Therefore, considering a factor such as recreational involvement can be a great help to the officials in the field of leisure to attract and satisfy more customers of Tehran Volleyball House.

The aim of this study was to investigate the effect of Sportscape on spectator service experience in Azadi football stadium. The present study was descriptive correlational study in terms of applied purpose and in terms of data collection method. The statistical population of the study included all the spectators present at Azadi Stadium. Finally, 165 questionable questionnaires entered the research analysis stage. Questionnaire was used as a research tool to collect field data in this study. The results showed that the comfort of the seats, the beauty of the stadium, the cleanliness of the stadium and the design of the stadium have a positive and significant effect on the spectator service experience. However, the effect of stadium parking, stadium access and stadium food services on the spectator service experience was not significant. The present study was conducted to help better understand this field and its results showed that among the characteristics of the stadium, 4 factors: seat comfort, stadium design, stadium cleanliness and stadium beauty have a significant impact on the service experience of Premier League spectators. They have Iran. Therefore, Iranian football managers and stadium managers can take into account these results and the results of other research mentioned in this field, to improve the spectator service experience in the Iranian Football Premier League and benefit from its benefits to become.

One of the factors contributing to the sustainable development of the tourism industry is the sense of security of tourists. Therefore, the present study aims to determine the perception of the risk of Iranian tourists to host the 2019 AFC Asian Cup, with the effect of loyalty to the Iranian national team in the 2019 AFC Asian Cup. The present study is a descriptive - survey method and in terms of applied purpose. The statistical population of this study was Iran's national team supporters in the 2019 AFC Asian Cup. Data gathering tools were Mousavi et al. (1392), Floyd et al. (2004) and Perceived Feelings Questionnaire (1392). The risk of Sonnames and Graffe (1998) was at the time of During the Esteghlal Tehran - Sanat Naft Abadan match (December 7, 2018) from the Premier League matches, the fourteenth week, and the Persepolis – Pars Jenobi Jam match (December 14, 2018) from the Premier League matches, the fifteenth week which 380 questionnaires were available. To analyze the obtained data, descriptive and inferential statistics (simple regression test) were used and analyzed using SPSS 22 software. According to the findings of this study, the effective factors on the perceived risk perception of the destination in this study, namely, the type of travel risk, the experience of previous trips, the experience of traveling to the host city of the 2019 AFC Asian Cup, had a significant effect on the perceived risk of the destination of the Iranian tourists. The results of the present study indicate that the organizers of the 2019 AFC Asian Cup qualifiers have been able to provide appropriate risk management for international tourists in terms of creating confidence and lack of risk in relation to the host city and sports event.

The purpose of this study was to investigate the impact of self-congruity and reliability on brand and product attachment and customer loyalty to sports brands in Mazandaran province. Methodology this research is an applied and descriptive study, and the statistical population of this research is the sports brand users. Data were collected using standard questionnaires. Data analysis methods have been tested based on Structural Equation Modeling using SPSS and LISREL software. The results of the research show that the brand-self congruity with the brand attachment, the product-self congruity with the product attachment, brand reliability on brand attachment, product reliability on product attachment, product attachment on brand attachment, brand attachment to brand loyalty and product attachment to brand loyalty. Findings indicate that attachment to brand and product attachment directly and positively affect brand loyalty.