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1- Department of Sport Management, Payam Noor University, Rasht, Iran
2- Department of Physical Education and Sport Science, Lahijan Branch, Islamic Azad University, Lahijan, Iran ,
3- Department of Physical Education and Sport Science, Lahijan Branch, Islamic Azad University, Lahijan, Iran
Abstract:   (82 Views)
Background. The purpose of this study was to investigate the role of media advertising in the development of sports tourism in Guilan province.
Methods. The research method is a descriptive-survey based on the structural equation model (Lisrel). The statistical population of the study was included managers of tourism, sport management professors, managers, and experts of tourism agencies that 362 persons were randomly selected. The instrument was included in a researcher-made questionnaire based on the Likert scale. The questionnaires were distributed among the subjects after the confirmation of the validity and reliability.
Results. The results of the study showed that media advertising in sports tourism of Guilan province played the most critical role in the establishment of cultural tourism and the enhancement of the sports economy, the change of attitude in sport tourists’ public opinion, the introduction of attractions for sports tourists’ attraction, the development of tourism infrastructure and services, respectively. The results also showed that media advertising had the least effect on creating a comprehensive program of sports tourism marketing.
Conclusion. Therefore, we have to pay attention to advertising and marketing to develop sports tourism due to their role in tourism packages.
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  • Finally, it is recommended to design comprehensive websites for the marketing of attractions that have the potential of sports tourism in Guilan province.
  • It is also recommended that specialty television channels be established for tourism and sports tourism due to the marketing and advertising of sports tourism events and potentials in Guilan province.
  • On the other hand, it is possible to develop cultural tourism programs on the radio to develop sports tourism in the province due to its cheapness and easy access to the radio.
  • There are also measures such as need assessment, persuasion, awareness, effective communication, and modern technologies in the media field that attract tourists in different fields.
  • Therefore, it is suggested to encourage people to watch and participate in these events through the imagery of the various sports facilities, capabilities, and attractions in Guilan province.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2019/12/30 | Accepted: 2020/09/20

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