The effect of sport tours on the profitability of tourist hotels
Poster Presentation
Paper ID : 2193-SSRC
Authors
1.Assistant Professor, Sport Management in Payame Noor University, Tehran, Iran.
2MA, sport management, Education Department, Kohdasht, nomadic region, Iran.
Abstract
Introduction: Tourism is one of the important tools of development and the largest industry in the 21st century and is known as one of the main pillars in the equations of the international economy and a broad economic-social activity. Sports tours such as yoga tour in the desert, fitness tour and exercise in the forest and nature create a pleasant and happy experience for most people who have both physical activities in the trip and recreation and play and nature tourism. The purpose of this research was to investigate the effect of sports tours on the profitability of tourist hotels.
Methodology: The research method was of comparative causal type and data collection was done by field method. The data collection tool was the standard questionnaire of Karbasi Yazdi and Bishmi (2017), whose validity was confirmed by asking the opinions of managers and sports tourism experts and its reliability through Cronbach's alpha (0.89). The statistical population of sports tourists in Lorestan province and the number of samples according to Morgan's table was 384 and the sampling method was available-random type. First, the Kolmogorov-Smirnov test was used to check the normality of the data, and in the inferential statistics section, simple linear regression was used to predict the variables. Also, all statistical operations were performed using SPSS version 26 software.
Findings: The results showed that there is a positive and significant relationship between the criteria of reliability, empathy, physicality, assurance and responsiveness of sports tours and the profitability of tourist hotels in Lorestan province. According to the results, it is suggested that the managers of sports tours, through marketing and advertising, raise the attitude of tourists towards sports tours and at the same time reduce the related costs, increase the market share and competitive advantage.
Conclusions: Considering the increasing use of social networks, it is suggested that managers, in addition to creating facilities in communication and marketing research, should increase the attitude and quantity of consumers towards sports tours and increase the market share and competitive advantage by reducing related costs.
Methodology: The research method was of comparative causal type and data collection was done by field method. The data collection tool was the standard questionnaire of Karbasi Yazdi and Bishmi (2017), whose validity was confirmed by asking the opinions of managers and sports tourism experts and its reliability through Cronbach's alpha (0.89). The statistical population of sports tourists in Lorestan province and the number of samples according to Morgan's table was 384 and the sampling method was available-random type. First, the Kolmogorov-Smirnov test was used to check the normality of the data, and in the inferential statistics section, simple linear regression was used to predict the variables. Also, all statistical operations were performed using SPSS version 26 software.
Findings: The results showed that there is a positive and significant relationship between the criteria of reliability, empathy, physicality, assurance and responsiveness of sports tours and the profitability of tourist hotels in Lorestan province. According to the results, it is suggested that the managers of sports tours, through marketing and advertising, raise the attitude of tourists towards sports tours and at the same time reduce the related costs, increase the market share and competitive advantage.
Conclusions: Considering the increasing use of social networks, it is suggested that managers, in addition to creating facilities in communication and marketing research, should increase the attitude and quantity of consumers towards sports tours and increase the market share and competitive advantage by reducing related costs.
Keywords