Sports Business Journal
Volume:2 Issue: 2, Summer and Autumn 2022

The tourism industry is one of the most important industries of the new century, which is very dynamic and profitable. Sports tourism is an essential part of this industry. The research aimed to identify and categorize the sports attractions in Iran and to design a development model for the sports tourism industry.

the research method was Grounded-Theory, with a systematic approach. The sampling method was theoretical sampling. In addition to studying literature, semi-structured interviews were conducted with 35 experts, including 19 faculty members of Iranian universities and 16 travel and tourism agency professionals, to achieve theoretical saturation.

In the first part of the research, the results showed that there are 11 types of sports attractions in Iran. The second part of the research showed that identifying and analyzing sports attractions, marketing, planning, and organizing to welcome tourists are the essential measures necessary for developing sports tourism. The development of sports tourism in section tourist welcoming is related to the development of the entire tourism industry and requires investment, planning, and organization. Marketing, providing necessary services, and creating distinct and exciting experiences for tourists and satisfying them are the key variables to success in the development of the industry. All these works require the cooperation and coordination of people and organizations in the sovereign, government, public and private sectors.

Originality: 

We have identified and categorized the types of sports attractions in Iran and presented a comprehensive development model for the development of the sports tourism industry.

The present study investigates the experience co-creation process in Iran’s sports tourism.

This study is a type of mixed research. Ten experts and researchers in the field of co-creation in sports tourism participated in the qualitative stage, while 15 specifically chosen tourism professionals participated in the quantitative phase. A semi-structured interview was used to collect data for the qualitative section of the study, and a researcher-structured questionnaire was used to collect data for the quantitative section. These data were used to create the research model based on the DEMATEL technique's results.

Thematic analysis was used to analyze the qualitative data, and the results revealed six organizing themes such as market research, creation of dynamic organization, working team development, conversation, and interaction, as well as creation of shared commitment and participation. The quantitative analysis revealed that the most effective and impressionable components are the creation of shared responsibility and a dynamic organization, respectively. Market research is the minimum significant component, while the creation of active organization is the maximum.

Originality: 

The limited participation and interaction of visitors in many disciplines are obstacles to the growth of sports tourism in Iran. The purpose of the current study was to use the DEMATEL technique and the thematic analysis method to determine the significant and influential factors that contribute to the development of sports tourism.

Investigating people's willingness to pay for sports is one of the best ways to increase demand. Through it, the economic development of the desired sports venue can be achieved.

The current research was applied as a part of descriptive-analytical research carried out in the field. The statistical sample of the five places is in Baghshomal, Manzarieh, Mirdamad, Imam Ali Sports Complex, and Tabriz Khiyabani Sports Complex. The statistical population of the visitors to these places was 534 randomly selected according to Morgan's table and clustered. The measurement tool was the willingness to pay questionnaire by Bidram et al. (2017) and the quality of sports services by Liu (2008). Logit probit was used to investigate the research questions using SPSS and Eviews software.

The research results indicate that the average willingness to pay for team sports was 43.95 tomans and 51.06 tomans for individual sports. The total economic value (willingness to pay) of the team and individual sports for these places equals 129213 Tomans and 18259056 Tomans, respectively. Also, the results showed that all components of the quality of sports services, such as satisfaction, equipment, and facilities have a positive and significant effect on the proposed value for paying for places.

Originality: 

In this study, we examined the willingness of people to pay for sports and the impact of service quality on the value proposition that has not been studied so far.

Valid or reliable measurement scales can ensure correct and reliable inferences and conclusions are produced. The present research has been conducted to validate the service quality scale for wrestling events.

Accordingly, factors and items assumed to be related to the service quality of wrestling events were first identified using a qualitative research methodology and compiled in a questionnaire form. Then, a questionnaire with seven components and 41 questions was finalized, applying the exploratory and confirmatory factor analysis. Having been distributed, the compiled questionnaires among 384 Iran Wrestling League spectators, were collected.

The measurement model fits well. Convergent and divergent validity and internal and composite reliability were additionally confirmed for this targeted scale. Therefore, researchers and executives can be recommended to benefit from this same scale to evaluate the service quality delivered in wrestling events.

Originality: 

Two quantitative and qualitative methods have been used in this research.

The coronavirus has posed significant challenges to organizations' talent management systems. Therefore, a model for talent management of sports organizations has been designed and validated to adapt to this situation.

This research is mixed (qualitative-quantitative) in terms of applied purpose and collection method. This study's statistical population comprised experts in sports management at the university, many implementations, and the Ministry of Sports and Youth staff. The purposive sampling method was used for qualitative sampling, and sampling continued until the theoretical saturation was reached; based on this, 15 interviews were conducted. In the quantitative section, 405 samples based on the number of parameters calculated in the qualitative area were randomly selected. Coding and confirmatory factor analysis were used to analyze the data: The structural-breath (ISM) method and ISM software.

The results showed that talent management of sports organizations is a function of causal factors (strategic agility, diversity management, convergent innovation, flexibility maturity, business intelligence, electronic knowledge management), contextual (online learning and training, organizational transformation, digital transformation) And interventionist (globalization, turbulent atmosphere, global mobility) and by applying blockchain implementation strategies for selection and recruitment, electronic human resource management, strategic alignment and strategic identification of human capital, one can expect personal and organizational consequences. It was positive for sports organizations. Based on the obtained results, talent management in sports organizations is affected by causal, contextual, and intervening conditions, and in dealing with them, the mentioned organizations need a blockchain system for selection and employment. Plan and implement e-human resource management, strategic alignment, and strategic identification of human capital.

Originality: 

One of the challenges of today's sports organizations is talent management. In this research, an attempt was made to provide a comprehensive model in this field with a comprehensive view and simultaneously with the outbreak of the Corona pandemic.

This study aims to identify the propellants that affect the productivity of professional football clubs in Iran.

The present research is applied in terms of the purpose and duration of nature based on Futures studies and analytical and exploratory methods. Through semi-structured interviews with 16 managers of professional football clubs, sports management professors, and organizational productivity experts, the necessary information was obtained, including seven sections and 60 key indicators. Mick Mac software was used to analyze the collected data from the 7×7 matrix. Mick Mac software was used to analyze the collected data from 7×7 matrix cross-effects.

Seven general categories of factors include, influential to influential, were identified. They are educational and scientific propulsion, propulsion of proponent of attention, propulsion of budget and finance, propulsion of leadership and management, propulsion of tools and professional behavior, Planning and talent development propellants, and marketing and support propellants.

Originality: 

As a result, it can be said that to develop the productivity of professional football clubs in the country, marketing, supportive propellants, and planning and talent development, practical factors that are both effective and influential should be on the agenda of sports managers to Iranian clubs to reach a professional level like the clubs in developed countries.

This study aimed to assess the effect of brand association on the brand equity of the FC Persepolis football team with the mediating role of fan-team identification.

The present study is a quantitative, cross-sectional, and correlational study conducted in the field. The study's statistical population included football fans of the FC Persepolis football team in Iran. Based on Krejcie & Morgan’s table, 391 fans were selected through random sampling in Azadi stadium at 98th Derbi of Tehran. Washburn and Plank’s brand association questionnaire (2002), Yoo and Donthu’s brand equity Questionnaire (2001), as well as Mael and Ashforth’s fan-team identification Questionnaire (1992) were used to collect the research data. The validity of the research tool was calculated and confirmed based on content and structural validity, and the reliability was assessed according to Cronbach's alpha and composite reliability. After distributing the questionnaires, 391 valid questionnaires were completed, and structural equation modeling via PLS was used to test the research hypotheses.

The results showed that brand association significantly affected brand equity (β= 0.39) and fan-team identification (β= 0.36). The results also confirmed the positive and significant effect of fan-team identification on the brand equity of the Persepolis football team (β= 0.41). Moreover, based on the Sobel test, brand association through fan-team identification had an indirect, positive, and significant effect on the brand equity of the Persepolis football team. The GOF index value also indicated the research model's proper fitness.

Originality: 

This study is one of the limited research projects investigating the relationship among brand associations, team identification, and brand equity simultaneously as a comprehensive model in the Iranian sport context.

This study examines what makes elite sports and how it affects Iran's sports business and industry. An integrated approach was used to achieve this goal.

We segmented the data analysis procedure into three stages. For the fuzzy Delphi method, experts and academics were asked for their opinions on what was most important. After that, we used interpretative structural modeling (ISM) to classify the components and create a hierarchical model. The MICMAC analysis was also used to determine how the factors drive and depend on each other.

This study has identified 14 factors related to ES in Iran. The model that was developed has six levels. Also, the MICMAC analysis found that three variables were independent, two were dependent, three were linked, and one was found to be autonomous.

Originality:

 According to our knowledge, the research design presented in this article represents the first attempt to hierarchically analyze these factors and develop a model for ES in Iran, which can lead to the promotion of the sports business industry. Using the model that was made for the future of Iran's ES, preparations will need to be made, such as the following: Active diplomacy in sports (with a focus on championships and professional sports) by those who are involved and responsible for the problem; redesigning the country's sports structure for excellence and success in international arenas; There is a need to modify the goals and policies of ES to make them more coordinated with the specific goals and programs that correspond to the different scenarios that could occur: alterations to budget allocation and distribution to medal-rich and medal-prone sports; A talent search system that is built in and can be used to look for talents is also needed.

This research aimed to study brand equity in product advertisements and its recommendation to other consumers.

The statistical population of the research consists of all physical education students of Kermanshah province who were consumers of sports goods. Four hundred people were selected by random sampling, and the data were analyzed by Pearson correlation and structural equation modeling.

The results showed a direct and significant relationship between the attitude towards advertisements with brand equity and the purchase recommendation. Also, brand equity positively and directly correlates with the purchase recommendation. Considering the importance of brand value and purchase recommendation, commercial organizations can use the strategy of endorsement by famous athletes. In this way, better conveying the concepts in advertising messages can be more successful in attracting customers.

Originality:

 In this research, the researcher has investigated the critical challenges companies face to remain in today's competitive and turbulent world and create and maintain a reliable brand name. We have found that the effect of advertising to reach and maintain this competitive advantage is significant.

Because of the importance of attracting females to football academies and the prosperity of academies in the sustainable development of female sport, the current study aimed to study the partial role of relationship marketing dimensions in attracting females to football academies in Kerman.

This field study was descriptive-survey research and a practical one. The research population included all the females in football academies in Kerman, and 150 females were studied through total sampling. Data was collected using a researcher developed scale for measuring Relationship Marketing components as well as attracting customer questionnaire developed by Geib et al. (2005). The reliability of the tools was confirmed based on Cronbach's alpha, and the validity of the research tools was confirmed by conducting face validity, content validity, and construct validity.

The research findings, by applying structural equation modeling, demonstrated that the relationship marketing dimensions, including Trust, Commitment, Communication, Conflict management, Loyalty, and Quality, have a positive and significant effect on attracting females to football academies in Kerman. According to the research finding, focusing on relationship marketing and its dimensions can attract females to football academies, which could ultimately lead to a boom.

Originality: 

This research is one of the few studies conducted in attracting women to football academies, emphasizing the role of relational marketing that can effectively develop women's football and the prosperity of football academies.

This study aimed to evaluate the effect of the psychological capacity of sports sellers on sales amount and client satisfaction mediated by Client-centred behavior.

The research was applied correlational. Iranian leading sports sellers were selected as a sample. Data were collected using the Lussier and Hartmann (2017) questionnaire (reliability 0.7). The PLS Smart software was used to analyse the data.

The highest correlation was observed between the variables of psychological capacities and customer-oriented behavior (0.835). The lowest correlation was between customer satisfaction and sales performance (0.211). There was a positive and significant relationship (0.79) between psychological capacities and the seller’s client-centered behaviors. Client-oriented behavior effect of sports sellers on sales amount (0.78) and client satisfaction (0.65) was also positive and significant.

Originality:

 Considering the impact of sports sellers’ customer-oriented behavior on sales and customer satisfaction, it is recommended that sports sellers pay special attention to learning and applying customer-oriented behaviors.

This article identifies and ranks the influential factors in increasing customers' buying intention on domestic sports products.

The current study is practical and field-based, and its statistical population includes customers, sellers, manufacturers, athletes, and sports coaches in Mashhad. Due to the total statistical population, 384 people were selected by emphasizing Morgan's sample size table for the entire population. We collected the necessary information by interviewing experts and sports marketing experts and studying their backgrounds. Then, based on the interviews, we made a questionnaire. After collecting the data, spssv23 software was used to organize and analyze the data, and we used Friedman's test to rank these factors.

In this research, the factors that have the most significant impact on the purchase of domestic brand sports products include products quality with an average rating of "5.63", products price with an average rating of "5.04", appearance and packaging with an average rating of "4.88", domestic brand loyalty with an average rating of "4.60", fashion and variety of products with an average rating of "4.40", social factors with an average rating of "4.20", brand awareness (advertisements) with an average rating of "3.97" and accessible to products access with an average rating of "3.28".

Originality:

 We identify and rank the factors affecting the willingness to buy domestic sports products, which can be critical to manufacturers and sports products.

This study aims to identify the factors affecting the Rough Set Theory-Based Iranian Sports Entrepreneurship Ecosystem and their prioritization in terms of Rough Set Theory.

This study is a type of mixed research. Thirteen experts in the field of entrepreneurship participated in the qualitative phase, and 15 experts in the field of entrepreneurship who were selected in a targeted method participated in the quantitative phase. A semi-structured interview served as the data collection method for the qualitative part of the study. The researcher created a questionnaire to gather data for the quantitative section.

In the qualitative section using the theme analysis method, 193 basic themes, 25 organizing themes, and six inclusive themes were found. The inclusive themes covered market possibilities, money, business, legal infrastructure, physical infrastructure, entrepreneurial sports prospects, and business environment quality. The results of the quantitative part of the study revealed that the commercial and legal infrastructures are more significant than other identified themes and that the quality of the business environment is the minimum considerable factor influencing the entrepreneurial sports ecosystem.

Originality: 

Using the theme analysis approach and Rough Set Theory-based AHP, the current research aims to identify and prioritize the elements impacting the entrepreneurial ecosystem in Iranian sports. According to this study, a wide range of variables may contribute to the Iranian sports’ entrepreneurial ecosystem growth.

Today, with SMEs’ development, entrepreneurs’ decision-making is unique in promoting the manufacturing strategy. This study investigated the relationship between entrepreneurial differentiation and fear of failure in promoting SMEs’ manufacturing strategies of Sporting Goods Manufacturers.

Regarding purpose, this study is applied research, and methodologically, it is correlational type. The research population consists of Sporting Goods Manufacturers. According to the statistics, there are 995 companies. Based on Morgan’s table, the sample size was 277 firms. The questionnaires used in this study included the differentiation questionnaire developed by Skowron and Friedlander (1998), the fear of failure questionnaire adapted from Cacciotti et al. (2016), and a researcher-made manufacturing strategy questionnaire. Relevant industry experts and professors confirmed the validity of this questionnaire. Structural equation modeling was used for data analysis through SmartPLS software.

The results showed that internal and external factors affecting entrepreneurs’ fear of failure could promote the manufacturing strategy by 59.2% (R2 = 0.592). On the other hand, entrepreneurial differentiation could also affect the promotion of the manufacturing industry by 52% (R2 = 0.520).

Originality: 

Although much research was done on entrepreneurship and manufacturing strategy, little was done on entrepreneurs’ differentiation and fear of failure. Entrepreneurs can be among the primary beneficiaries of this research. Corporate executives and research organizations can also use research findings to plan the manufacturing industry and entrepreneurial initiatives and manage strategy and entrepreneurship.

The present study was conducted to do futuristic research on sports tourism in Iran using Scenario Wizard and COPRAS.

After examining the topic and reviewing the research literature, interviews were done with twelve sports professors and sports tourism experts. Finally, the saturation views method was used as a criterion for finalizing the sampling process. Among the findings, 15 critical factors were identified as the most important ones affecting sports tourism in Iran. Using MICMAC software, the identified factors were structurally analyzed. The factors found to be more influential were sorted out and ranked directly and indirectly.

The research findings showed that according to the country's sports experts, the most critical factors affecting the development of Iran's tourism are as follows. Natural factors and characteristics of the destination, planning, and formulation of strategy, infrastructural factors, advertising and information, welfare services, marketing, transportation, the level of people's participation, technology and advanced knowledge, security and trust, international relations, budget, factors Social, economic factors, local issues. Then, the most important among them was presented as the main drivers of sports tourism. Based on the results, the two factors of local issues and international relations were found to have the most significant impact on sports tourism in Iran. Concerning these two key factors, four scenarios of resilient development, the darkness of sports tourism, fragile development, and ideal development were proposed for the future of sports tourism in Iran. Finally, by performing the COPRAS technique, the delicate development scenario was selected as the most likely scenario for sports tourism in Iran.

Originality:

 Since there is no sufficient future study of sports tourism in Iran, this article tries to develop the various aspects of sports tourism in this country.

The general purpose of this study is to investigate the factors affecting the branding of sports goods and its relationship with the purchase of sports goods in schools. Practical elements in product branding effectively create a competitive and sustainable position in the market.

The present study is a descriptive-survey study and, in terms of the purpose of applied research and time, is performed cross-sectionally. The statistical population of this research is all consumers of school sports products (students) in Tabriz. According to the mentioned population, the statistical sample size is selected using the Morgan table equal to 384. Also, the sampling method based on a simple random process is. Data collection in this study was done using a questionnaire of factors affecting the branding method with a questionnaire of the brand's dimensions (tangible and intangible) by Dehdashti (2012) and the purchase amount questionnaire. The reliability of this questionnaire was confirmed using Cronbach's alpha reliability coefficient (0.84). In this research, the method of structural equations and preferably Amos software has been used to investigate the relationships between research variables.

The research findings indicate that the brand's intangible and tangible dimensions have a significant relationship with the number of sports goods purchased in schools.

Originality:

 So far, two tangible and intangible dimensions of the brand have not been addressed explicitly in school sports goods.

 Tourism is significant among countries and all over the world considered mountain tourism because of its advantages. Despite its rare nature and unique mountainous attractions, Iran has not been able to gain its share of this industry. This study aimed to explain the sustainable mountain tourism development model in Iran.

 This is an applicable and descriptive-analytical study. It used semi-organized interviews with 22 mountain tourism experts, and the study of library documents collected preliminary data. Then, a researcher-made questionnaire was designed and validated using experts' opinions, consultation with advisors, and the views of eight experts. The reliability of this questionnaire, which had 123 items, was confirmed by Cronbach's alpha (α=0.973) and distributed among the samples, including 576 mountain tourists, guides and experts of mountain tourism, and village council officials of mountainous areas by simple random sampling. Various tests, such as King and Horrocks thematic analysis, Kolmogorov-Smirnov, and exploratory and confirmatory factor analysis used to analyze the data.

 The findings of the qualitative section include 100 descriptive codes, 29 interpretive codes, and three broad themes. The results of the quantitative team showed that the factors of sustainable development of mountain tourism are infrastructure in four sub-sectors, attractiveness in two sub-sectors including natural and artificial attractions, and sustainability factor in six sub-sectors. The Standardized Root Mean Square Residual and the Normed Fit Index showed that the research model has a desirable and acceptable fit.

Originality: 

This article has determined the primary and practical factors, the relationship between these factors, and the explanation of the sustainable development model of mountain tourism in Iran. The purpose of doing it is to expand the existing knowledge for the usage of the stakeholders in mountain tourism.