year 9, Issue 2 (Summer 2021)                   Ann Appl Sport Sci 2021, 9(2): 0-0 | Back to browse issues page

XML Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Rezaei Soufi M, Khodaparast S, Eisazadeh S. The Role of Media Advertising in the Development of Sports Tourism in Guilan Province of Iran. Ann Appl Sport Sci 2021; 9 (2)
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:   (2265 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.
Full-Text [PDF 376 kb]   (947 Downloads)    
  • 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

1. Karroubi M. Mass media and tourism destination selection. Tourism Manage Stud. 2011;6(15):11-136.
2. Mohammadi N, Rezaei A. Modern media and semantic understanding of leisure experience (a case study: students of Mazandaran University). Cultur Stud Communicat. 2014;15(27):163-184.
3. Roig EM, Martin-Fuentes E, Daries-Ramon N. User-Generated Social Media Events in Tourism. Sustainabilit. 2017;9:1-22. [DOI:10.3390/su9122250]
4. Deery M, Jago L. The management of sport tourism. Sport Societ. 2005;8(2):263-279. [DOI:10.1080/17430430500087252]
5. Nobakht F, Atghia N, Amiri M, Gharakhani H, Ashrafi N. The survey of effective factors on the development of sports tourism in Ardabil province and presentation of executive solutions (2014). Sport Sci Quarter. 2014;6(13):103-123.
6. Khaledian M, Mostafaei F, Samadi M, Kia F. The role of mass media in sport development. Communicat Manage Sport Media. 2013;1(2):48-56.
7. Moeinfard MR. Strategies for development of recreational sport tourism in Iran. Sport Manage Develop. 2014;3(2):1-17.
8. Karimi T, Honarvar A, Ashraf Ganjavi F. The relationship between sports tourism and development of urban selected dimensions in Tehran city. Sport Manage Develop. 2015;4(2):96-110.
9. Lotfi H, Heidari E. The survey of the role of media advertising and media marketing for sustainable tourism development in Iran. The First Scientific Research Conference on Modern Horizons in Geography and Planning, Architecture and Urban Planning of Iran. Scientific association of the Development and Promotion of Fundamental Science and Technology, Tehran 2015. Available from:
10. Thomas H. Canadian Sport and Culture in the Tourism Marketplace. Tourism Geograph. 2006;8(1):15-30. [DOI:10.1080/14616680500392440]
11. M. K, Toohey K. Strategic alliances in sport tourism: National sport organizations and sport tour operators. Sport Manage Rev. 2014;17(4):407-418. [DOI:10.1016/j.smr.2014.01.001]
12. Kiráľová A, Pavlíčeka A. Development of Social Media Strategies in Tourism Destination. Procedia Soc Behav Sci. 2015;175:358-366. [DOI:10.1016/j.sbspro.2015.01.1211]
13. Fairley Sh, Lovegrove H, Newland BL, Green BC. Image recovery from negative media coverage of a sport event: Destination, venue, and event considerations. Sport Manage Rev. 2016;19(3):352-360. [DOI:10.1016/j.smr.2015.08.005]
14. Palrão T, A. FJ. Sport Events Tourism: An Approach to the Portuguese Case. Int J Latest Trend Finance Economic Sci. 2017;7(2):1320-1334.
15. Javid M, Asadi H, Goudarzi M, Mohammadi E. The role of internet and modern media in sport tourism marketing. Appl Res Sport Manage. 2012;3:43-49.
16. Hamidi E. The survey of the role of media in sports tourism development. 1st Congress of Municipal Management and City councils. Sari city, Iran. 2014.

Send email to the article author

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2023 CC BY-NC 4.0 | Annals of Applied Sport Science

Designed & Developed by : Yektaweb