طراحی مدل الگوی رفتاری گردشگران ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

2 استاد مدیریت ورزش، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران.

3 استادیار دانشگاه هنر ایران، تهران، ایران.

4 دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازتدران, بابلسر، ایران.

5 دانشیارگروه مدیریت جهانگردی، دانشکده علوم انسانی و اجتماعی، دانشگاه مازندران، بابلسر، ایران.

چکیده

مقدمه: هدف پژوهش حاضر، طراحی مدل الگوی رفتاری گردشگران ورزشی بود که با روش تحقیق کیفی و ماهیت تفسیری- اکتشافی انجام شد.
روش‌ پژوهش: جامعه‌آماری پژوهش شامل تمامی خبرگان گردشگری ورزشی، مدیران، کارشناسان و آژانس‌های فعال بخش گردشگری و میراث فرهنگی، کمیته گردشگری ورزشی فدراسیون ورزش همگانی و اساتید دانشگاهی با رزومه مرتبط بودند که 20 نفر از آن‌ها به روش نمونه‌گیری هدفمند تا رسیدن به اشباع نظری به عنوان نمونه انتخاب شدند. روش گردآوری داده‌‌ها، مصاحبه‌های‌ عمیق نیمه ساختاریافته با خبرگان تحقیق بود که بر اساس نظریه داده بنیاد و با رویکرد کلاسیک، کدگذاری و تجزیه و تحلیل شده و در نهایت مدل زمینه‌ای بر اساس رویکرد کلاسیک گلیزر (1998) طراحی شد. برگه‌های کدگذاری در بخش مصاحبه به روش روایی صوری و محتوایی تجزیه و تحلیل شد و به تایید چهار تن از خبرگان مدیریت ورزشی و تیم تحقیق رسید. به‌منظور تعیین پایایی از روش توافق کدگذاران با پی اسکات 89/0 که دارای اعتماد بالایی است، استفاده شد.
یافته‌ها: بر اساس یافته‌ها؛ مدل الگوی رفتاری گردشگران ورزشی ایران در شش مقوله نظری کنشگری مبتنی بر نیازهای روانی، زیرساخت‌ها و تاثیرات محیطی، ساختار حکمرانی و مزیت رقابتی، اکوسیستم رسانه‌ای و اطلاع‌رسانی، کیفیت تجربه و تصویر مقصد و شکل‌گیری نیات و بازخوردهای آتی؛ دسته‌بندی شدند.
نتیجه‌گیری: با توجه به یافته‌های پژوهش، این مدل می‌تواند به عنوان چارچوبی مفهومی و بومی برای برنامه‌ریزی و سیاست‌گذاری در حوزه گردشگری ورزشی ایران مورد استفاده قرار گیرد تا با ارتقاء درآمد و افزایش گردشگران ورزشی، به توسعه این صنعت در کشور کمک کند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Behavioral Model of Sports Tourists

نویسندگان [English]

  • Behzad Ghasemian 1
  • Seyyed Mohammad Hossein Razavi 2
  • Saeed Amirnejad 3
  • Mahdi Tabesh 4
  • Mahdi Ramadanzadeh Lasboyee 5
1 Ph.D. in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran.
2 Professor of Sport Management, Department of Sport Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran.
3 Assistant professor, Iran University of Art, Tehran, Iran.
4 Associate Professor, Department of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran.
5 Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran.
چکیده [English]

Introduction: The present study aims to design a behavioral model of sports tourists using a qualitative, interpretive-exploratory approach.
Methods: The research population included experts in sports tourism, managers, specialists, travel agencies, the sports tourism committee of the Public Sports Federation, and academics with relevant expertise. A sample of 20 individuals was selected through purposeful sampling until theoretical saturation was reached. Data were collected via in-depth, semi-structured interviews with these experts. The data were coded and analyzed using the classic Grounded Theory approach by Glaser (1998) to develop the model. The coding sheets were analyzed for face and content validity and confirmed by four experts in sports management and the research team. Reliability was determined using Scott's Pi inter-coder agreement, which yielded a high score of 0.89.
Results: Based on the findings, the behavioral model of sports tourists in Iran was categorized into six theoretical dimensions: psychological needs-based activism, infrastructure and environmental impacts, governance structure and competitive advantage, media and information ecosystem, destination image and quality of experience, and the formation of future intentions and feedback.
Conclusion: The findings suggest that this model can serve as a native and conceptual framework for planning and policy-making in Iran's sports tourism sector. It can help enhance revenue and increase the number of sports tourists, thereby contributing to the comprehensive development of this industry in the country.

کلیدواژه‌ها [English]

  • Consumer behavior
  • Sport
  • Tourists
  • Tourism

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مدیریت توسعه پایدار در ورزش
دوره 6، شماره 15
دی 1404
صفحه 335-376

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