Poster Presentation

Paper ID : 1660-SSRC

¹ندارد

²عضو هیات علمی گروه مدیریت بازاریابی و ارتباطات ورزشی دانشگاه غیرانتفاعی سناباد گلبهار

³استاد مدعو دانشگاه آزاد اسلامی تهران شمال

Tourism marketing in recreational water sports in tourist areas has received special attention in all eras due to the special geography of the region. The aim of the current research is to identify and stratify the factors affecting tourism marketing of recreational water sports. This research is a mixed and qualitative type of study. Semi-structured interviews were conducted with experts, specialists in the field of sports and tourism, university professors, and recreational water sports athletes to identify and stratify the factors affecting tourism marketing of recreational water sports. In the stage of identifying the factors affecting the tourism marketing of recreational water sports, it was turned into a structured questionnaire. Then the questionnaires were completed by 15 university experts, university professors, marketing experts, athletes and supporters of marketing and tourism. In total, 2 main themes (management and marketing) and 8 sub-themes (services, innovation, specialization, infrastructure, investment, financial factors, promotion, distribution) and 30 components were identified and leveled. According to the results of interpretative structural modeling, it was found that the dimensions are in 4 levels. In this section, the highest level means the least penetration and the lowest level means the most penetration. At the first level (the highest level and the least penetration) is the service. In the second level, there are three components of innovation, specialization and distribution; In the third level there were two components of infrastructure and financial factors, and in the fourth level (the lowest level and the most influential) there were two components of investment and promotion.

"; marketing,"; tourism marketing "; tourism marketing of recreational water sports"