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Ashraf Ganjuei F, Esmaeili N, Tojjari F. Prioritizing the Integrated Marketing Communication Tools Based on the HET Model in the Sport Tourism in Iran. Ann. Appl. Sport Sci. 2017;
URL: http://aassjournal.com/article-1-443-en.html

1- Associate Professor Faculty of Sports Science, Department of Sport Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2- PhD student Faculty of Sports Science, Department of Sport Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran , narges.esmaeily@gmail.com
3- Professor Faculty of Sports Science, Department of Sport Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract:   (1631 Views)

In order to prioritize the IMC tools in Iran sports tourism section, the opinions of 44 sports marketing experts were collected through researcher-made questionnaires. Experts confirmed the validity (formal, content) of the questionnaire and its reliability was confirmed due to the inconsistency ratio of questionnaires that was less than (0.1). AHP method and Expert Choic11 software were used for data analysis. According to the findings, to create awareness and knowledge based on the HET model, advertising and public relations were the first and second priority. To create a desire and willingness, sales promotion and to create confidence and purchase, personal selling and direct marketing gained utmost importance. Due to the intense competition and rapid growth of the markets as well as rapid changes in consumers’ behaviors, prioritizing the IMC tools can help advance the Iran sport tourism’s marketing goals.

     
Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2016/10/11 | Accepted: 2016/10/29 | Published: 2017/01/29

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