The Role of Social Marketing in Sports Tourism Development in Tehran Province

Abstract

Purpose: The goal of this study was to investigate the role of social marketing in the development of sports tourism in Tehran Province.Methodology: The study is applied in terms of purpose, and it is a descriptive correlational research in which 100 experts in the field of social marketing (professors of marketing), specialists in sports tourism (professors), authorities in sports tourism (professors and researchers of this field), as well as managers and experts of Iranian Cultural Heritage Organization were selected as the sample using available and selective sampling. The data collection tool was a researcher-made questionnaire taken from previous studies. The professors confirmed the face and content validity, with reliability confirmed by Cronbach's alpha coefficient of 0.99.Findings: Data were analyzed by SPSS21 and LISREL 8 software. The results showed seven components of social marketing. They include technology, government laws and policies, environment, economic status, safety and security in sports venues, use of ads and communication channels, all but the last item have a positive and significant effect on the development of sports tourism.Originality: The results of this study showed that the investment of tourism organizations in social marketing factors is effective. The present study is one of the few comprehensive studies that have been conducted on credit and infrastructure investments in Iran concerning sports tourism.