دانشگاه پیام نور فصلنامه علمی پژوهش‌­های کاربردی در مدیریت ورزشی 2345-5551 15 1 (تابستان 1405) 2026 06 22 Identifying and Prioritizing Barriers to the Development of Elite Cycling شناسایی و اولویت‌بندی موانع توسعه دوچرخه‌سواری قهرمانی 1 18 13153 10.30473/arsm.2026.76298.4013 FA فریبا احمدی کارشناس ارشد، گروه مدیریت ورزشی، دانشگاه اراک، اراک، ایران. زینب مندعلی‌زاده دانشیار، گروه مدیریت ورزشی، دانشگاه اراک، اراک، ایران. Journal Article 2025 11 12 <strong>Introduction</strong> One of the aspects of sport that can create appropriate motivations for people in society, especially young people, to exercise is championship sport. The prevalence of championship sport in all sectors increases social vitality and national productivity, and the promotion of championship sport leads to the name of victorious nations being known worldwide. The development of competitive cycling at the national and transnational levels is an important part of national socio-economic development. In the past decades, there has been a kind of increased awareness among countries and governments about the value of success in championship sport. These successes have been recognized as a valuable resource due to their capacity to help achieve a range of sporting and non-sporting goals. In this regard, Green and Houlihan (2005) state that winning more medals in international competitions leads to an increased sense of national sovereignty, national pride, economic profitability, and diplomatic benefits. Championship cycling is one of the most important disciplines, and countries have shown that, given the prerequisite components of this championship sport, they can lead to development and medal winning in regional and international arenas. A study of the challenges of cycling in Iran shows that implementing these strategies has been accompanied by many difficulties. Cycling, as one of the basic and important sports in the international arena, has a significant capacity to achieve success and improve the status of Iranian sports. However, despite the existence of potential talents and interest among athletes, this discipline has not been able to achieve its worthy and deserved position at the championship level in Iran in Asian and global competitions. The significant gap between the current performance and the actual capacities of this discipline indicates the existence of deep and multidimensional obstacles and challenges. However, no comprehensive and systematic study has been conducted to comprehensively identify and prioritize these obstacles based on their impact and urgency. The lack of such understanding has led to the strategies and policies adopted being often insular, sectional, and lacking the necessary effectiveness. Therefore, the main question of this research is "What are the most important obstacles to the development of cycling at the championship level in Iran and what is the priority of each of these obstacles based on their importance and impact?" <strong>Mothodology</strong> This research is based on the purpose of applied research and the data collection method is exploratory, which was conducted in the field using the Delphi approach. The statistical population of the research included heads and vice-heads of boards, managers, experts, coaches, veterans, elite athletes, and professors of Iranian universities, 25 of whom were selected as participants in this research through purposive sampling. In this research, documents, records, and library resources available in this field were also used, and after reviewing them, information was extracted from them that was used for interview questions and questionnaire components. The Delphi approach was then used. The Delphi approach seeks to create agreement and consensus among participants regarding the items mentioned in the questionnaires. Finally, a questionnaire on obstacles to the development of cycling at the championship level was used, consisting of 5 areas (1- sports facilities and equipment, 2- management and executive, 3- attitude and support, 4- economic, 5- human and environmental) with a five-point Likert scale and a questionnaire on prioritizing obstacles with a 9-point scale.   <strong>Findings</strong> The obstacles were economic obstacles, which were identified with items such as the lack of allocation of part of the revenues of organizations and departments to strengthen the cycling championship sport, the lack of sufficient motivation and appropriate returns for private sector investment in cycling, the absence of sponsors to support the cycling team and participate in competitions, the lack of sufficient budget in cycling at the championship and professional levels, the absence of self-sufficient and income-generating cycling clubs, and the problems of importing cycling equipment and gear at the championship level due to economic issues and high prices. Other extracted components were managerial and executive obstacles, which were identified with items such as the lack of security and coordination to ensure the safety of cyclists during training on the roads, poor advertising by the Iranian Broadcasting Corporation in introducing professional and medal-winning cyclists, and the lack of coordination between government agencies and institutions in the field of developing the cycling championship sport. Similarly, the component of facilities and equipment included the lack of a cycling academy for planning and developing the championship sport, the lack of environmental potential, the lack of cycling accessories, and the lack of attention to sports insurance for cyclists. Human and environmental barriers included the lack of attention and insufficiency of training and retraining courses to improve the technical skills of championship cycling coaches and referees, the lack of proper and professional communication between coaches and athletes, and the inattention of officials to the fundamental and professional training of cycling. Finally, the attitudinal and supportive component included the lack of financial and career support for national cycling champions, and appreciate cycling champions and medalists, the lack of local publications and websites dedicated to reporting on cycling and the successes of medalists, and the lack of a program to create a culture of public support for cyclists at the championship level. The results of prioritizing obstacles to the development of cycling at the championship level are also shown in Figure 1. In such a way that the executive management component with a weight of 0.790 ranked first, the economic component with a weight of 0.550 ranked second, the facilities and equipment component with a weight of 0.489 ranked third, the attitudinal and social component with a weight of 0.156 ranked fourth, and the human and environmental component with a weight of 0.065 ranked last. Also, the inconsistency rate was 0.02, which was acceptable.   <strong>Discussion and Conclusion</strong> The present study was conducted with the aim of identifying and prioritizing the obstacles to the development of championship cycling. The first coefficient of agreement was related to the economic component. Support and sponsorship of championship sports and provision of financial and human resources by the government and participation are considered key points in championship sports. From a theoretical perspective, this situation creates a kind of structural dependence on government resources that contradicts the logic of sustainable sports development. If the government plays the role of a facilitator instead of a direct provider, the opportunity for participation of the private sector and local institutions increases. Therefore, financial strategies based on diversification of revenue sources (sponsoring, branding, public-private partnerships) can increase financial sustainability at the level of federations and boards. The second coefficient of agreement of the present study was related to the component of facilities and equipment. The existence of the necessary infrastructure and suitable facilities for cycling enthusiasts at the championship level was one of the reasons for the importance among the participants, because if the facilities, equipment, and suitable routes and tracks are available for cyclists to practice, many enthusiasts can practice and from these people, outstanding individuals can be selected to participate in championship arenas. Therefore, improving cycling spaces and routes, improving the quality of cycling equipment and facilities at a standard level, optimizing, improving security, and using technology to build suitable sports spaces such as training tracks can play an important role in the development of this sport. The third coefficient of agreement of the present study was related to the management and executive component. From an analytical perspective, it can be said that the existing management system does not have the characteristics of an adaptive and learning system. In such circumstances, decisions are often made individually, sectionally, and without analytical attachments. Efficient management must be based on data, collective participation, and continuous performance evaluation. It is suggested that the Cycling Federation establish a “Sports Policy Analysis Unit” to collect data, evaluate the performance of the boards, and design regional policies. This approach strengthens vertical coordination between the ministry, the federation, and the boards. The fourth coefficient of agreement in this study is related to the attitudinal and supportive component. Basically, attitudes constitute an important aspect of the working life of managers and officials. Factors such as culture building and the use of advertising, cultural and social barriers are of the greatest importance in the development of cycling in Iranian cities, which is consistent with the results of the present study. Therefore, it can be said that in Iran, cycling is still not recognized as a serious championship sport at the societal level and has little media coverage. This causes public support and citizen participation to decrease. From the perspective of sports policymaking, correcting this situation requires long-term cultural and media planning; Including creating awareness campaigns, holding public events, and more presence of cycling champions in the media for role models. Finally, the last coefficient of agreement was related to the barriers of the human and environmental component. One of the barriers to the development of cycling is the lack of experienced, specialized, and committed coaches, which seems to be the most basic resource of any organization is its human resources. The importance of this factor stems from the fact that it causes the circulation of activities and also creates added value. Without having efficient human resources, no organization will be able to achieve the goals set in any field. In general, the findings of this study show that the development of cycling championships in Iran is affected by a set of structural, cultural, and managerial barriers that operate in a network. Therefore, removing these barriers requires a systemic and cross-sectoral approach, not isolated measures. To achieve this goal, it is suggested that: The Ministry of Sports and the Cycling Federation begin targeted policymaking by developing a “National Roadmap for Championship Cycling” based on the priorities of this research. 2. A private sector participation model should be designed by providing tax and advertising incentives for sponsors. هدف این پژوهش، شناسایی و اولویت‌بندی موانع توسعه دوچرخه‌سواری قهرمانی بود. این پژوهش ازنظر هدف کاربردی بود که با استفاده از رویکرد دلفی اجرا گردید. ابزار پژوهش شامل مطالعات اسنادی، مصاحبه نیمه ساختاریافته، پرسشنامه دلفی و پرسشنامه اولویت‌بندی بر اساس رویکرد ساعتی (۱۹۸۰) بود. جامعه آماری پژوهش شامل رؤسا و نایب‌رئیس هیئت‌ها، مدیران، کارشناسان، مربیان، پیش‌کسوتان، ورزشکاران نخبه و استادان دانشگاه‌ها بودند که 25 نفر از آن‌ها به روش نمونه‌گیری هدفمند انتخاب شدند. به‌منظور شناسایی موانع توسعه دوچرخه‌سواری از دلفی و برای اولویت‌بندی موانع از پرسشنامه مقایسات زوجی (AHP) استفاده شد. یافته‌ها نشان داد از جمله موانع توسعه دوچرخه‌سواری عبارت است از موانع اقتصادی، مدیریتی و اجرایی، امکانات و تجهیزات، موانع انسانی و محیطی و موانع نگرشی و حمایت. در تعیین اولویت‌بندی، بالاترین میانگین رتبه مربوط به مؤلفه مدیریتی و اجرایی با وزن 790/0 بوده و مؤلفه‌های اقتصادی، امکانات و تجهیزات، نگرشی و اجتماعی و انسانی و محیطی در رتبه‌های دوم تا پنجم قرار گرفتند. توسعه دوچرخه‌سواری قهرمانی نیازمند اصلاحات ساختاری در نظام مدیریت ورزشی، تخصیص منابع مالی پایدار، بهبود زیرساخت‌های تمرینی و تغییر نگرش عمومی نسبت به این رشته است؛ بنابراین، پیشنهاد می‌شود سیاست‌گذاران ورزشی ضمن ایجاد نظام هماهنگ بین فدراسیون، هیئت‌های استانی و نهادهای شهری، به تدوین راهبرد ملی «توسعه دوچرخه‌سواری قهرمانی» با رویکرد عدالت جغرافیایی، حمایت از استعدادهای بومی و مشارکت بخش خصوصی اقدام کنند. https://arsmb.journals.pnu.ac.ir/article_13153_c3bfeaf69c50c9caa6cd0f961504a89c.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌­های کاربردی در مدیریت ورزشی 2345-5551 15 1 (تابستان 1405) 2026 06 22 Identifying and Prioritizing Factors Influencing Sports Clubs Site Selection Using Geomarketing Approach شناسایی و اولویت‌بندی عوامل مؤثر بر مکان‌یابی باشگاه‌های ورزشی با رویکرد ژئومارکتینگ 19 38 13154 10.30473/arsm.2026.77542.4044 FA فاتح فرازیانی استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران. حدیقه رحمانزاده کارشناسی ارشد، گروه مدیریت ورزشی، معلم آموزش و پرورش. Journal Article 2026 02 22 <strong>Introduction      </strong>                             <br /> From a marketing perspective, “place” has transitioned from being merely one element of the traditional marketing mix to becoming a strategic competitive advantage. In this context, geomarketing has emerged as an interdisciplinary paradigm integrating spatial intelligence, geographic information systems (GIS), demographic analysis, and consumer behavior studies to support data-driven location decisions. Geomarketing views location not only as a physical coordinate but as a multidimensional strategic variable that influences accessibility, market demand, competitive positioning, and economic performance.<br />Classical location theories—such as Von Thünen’s agricultural land use theory, Weber’s industrial location theory, and Christaller’s central place theory—emphasized transportation cost, market threshold, and spatial hierarchy as determinants of economic activities. Contemporary geomarketing expands these theoretical foundations by incorporating multi-criteria decision-making (MCDM) tools and spatial analytics to address complex service-sector decisions. In service-based businesses, particularly those requiring physical customer presence such as sports clubs, spatial proximity plays a decisive role in customer choice. Empirical research suggests that most fitness customers are unwilling to travel more than 15 minutes to reach a facility, reinforcing the critical importance of accessibility in site selection.<br />In Iran, despite rapid growth in private fitness centers, location decisions are often made based on intuition, personal experience, or limited financial considerations rather than systematic spatial-market analysis. Moreover, the country exhibits significant geographic, demographic, economic, and cultural heterogeneity. Large metropolitan areas, mid-sized cities, mountainous regions, and less densely populated zones demonstrate distinct patterns of demand, infrastructure availability, and competitive intensity. Official reports indicate disparities in per capita sports space distribution across provinces, highlighting spatial inequalities in service access. However, there is currently no comprehensive, context-specific geomarketing model designed for private sports club site selection at the national level.<br />Existing Iranian studies primarily focus on public sports facilities using GIS and AHP methods but rarely integrate market-oriented variables such as customer purchasing power, lifestyle, or competition dynamics. Furthermore, limited research has applied a hybrid Fuzzy Delphi–AHP approach to systematically identify, refine, and prioritize site selection indicators based on expert consensus.<br />Therefore, the present study aims to fill this theoretical and practical gap by identifying, screening, and prioritizing geomarketing factors influencing optimal site selection of private sports clubs in Iran. The central research question guiding this study is:<br />What are the key geomarketing factors affecting optimal private sports club site selection in Iran, and how should they be prioritized?<br />The study seeks to:<br />Systematically extract relevant indicators from literature.<br />Achieve expert consensus using Fuzzy Delphi.<br />Quantitatively prioritize criteria using the Analytic Hierarchy Process (AHP).<br />Develop a weighted, context-specific geomarketing decision-support framework.<br />The findings contribute both theoretically—by enriching geomarketing and sports management literature—and practically—by reducing investment risk and promoting balanced spatial development of sports services.<br /><br /><strong>Methodology</strong><br />This research is applied in purpose and descriptive–analytical in nature, employing a mixed-method design (qualitative–quantitative). A hybrid methodology combining Fuzzy Delphi and Analytic Hierarchy Process (AHP) was adopted to ensure both consensus-based refinement and quantitative prioritization.<br />Stage 1: Indicator Identification<br />A systematic literature review covering geomarketing, spatial economics, sports management, urban planning, and multi-criteria decision-making studies was conducted. Based on this review, 78 preliminary indicators were identified and classified into 10 main dimensions:<br />Accessibility<br />Physical/Spatial Characteristics<br />Economic/Cost Factors<br />Place Attractiveness<br />Performance Criteria<br />Population Structure & Customer Characteristics<br />Customer Economic Factors<br />Competitive Conditions<br />Market Saturation<br />Market Attractiveness<br />Stage 2: Fuzzy Delphi Method<br />To refine and validate the indicators, the Fuzzy Delphi method was employed. Fifteen national experts were purposively selected, including:<br />Selection criteria included a minimum of five years of professional experience, familiarity with spatial-market analysis, and national-level perspective.<br />A five-point linguistic scale (very low to very high) was converted into triangular fuzzy numbers. Three Delphi rounds were conducted. After each round, statistical feedback (mean and dispersion) was provided to participants to facilitate convergence.<br />The stopping criterion was set at a mean difference of less than 0.2 between consecutive rounds. After three rounds, consensus was achieved. Five indicators were eliminated due to low consensus, redundancy, or lack of predictive relevance. Consequently, 73 indicators remained in the final model.<br />Stage 3: Analytic Hierarchy Process (AHP)<br />In the quantitative phase, pairwise comparison matrices were designed based on Saaty’s 1–9 scale. Experts compared both dimensions and sub-indicators.<br />Weights were calculated using the eigenvector method. Consistency Ratio (CR) values for all matrices were below 0.1, confirming logical consistency.<br />Final global weights were obtained by multiplying local weights (within each dimension) by global dimension weights.<br />Data analysis was conducted using Excel and Expert Choice software<br /><br /><strong>Findings</strong><br />This research is applied in purpose and descriptive–analytical in nature, employing a mixed-method design (qualitative–quantitative). A hybrid methodology combining Fuzzy Delphi and Analytic Hierarchy Process (AHP) was adopted to ensure both consensus-based refinement and quantitative prioritization.<br />Stage 1: Indicator Identification<br />A systematic literature review covering geomarketing, spatial economics, sports management, urban planning, and multi-criteria decision-making studies was conducted. Based on this review, 78 preliminary indicators were identified<br />Stage 2: Fuzzy Delphi Method<br />To refine and validate the indicators, the Fuzzy Delphi method was employed. Fifteen national experts were purposively selected, including:<br />8 private sports club managers<br />4 sports management specialists<br />2 human geography experts<br />1 urban planner<br />Selection criteria included a minimum of five years of professional experience, familiarity with spatial-market analysis, and national-level perspective.<br />A five-point linguistic scale (very low to very high) was converted into triangular fuzzy numbers. Three Delphi rounds were conducted. After each round, statistical feedback (mean and dispersion) was provided to participants to facilitate convergence.<br />The stopping criterion was set at a mean difference of less than 0.2 between consecutive rounds. After three rounds, consensus was achieved. Five indicators were eliminated due to low consensus, redundancy, or lack of predictive relevance. Consequently, 73 indicators remained in the final model.<br />Stage 3: Analytic Hierarchy Process (AHP)<br />In the quantitative phase, pairwise comparison matrices were designed based on Saaty’s 1–9 scale. Experts compared both dimensions and sub-indicators.<br />Weights were calculated using the eigenvector method. Consistency Ratio (CR) values for all matrices were below 0.1, confirming logical consistency.<br />Final global weights were obtained by multiplying local weights (within each dimension) by global dimension weights.<br />Data analysis was conducted using Excel and Expert Choice software.<br /><br />Findings<br />Dimension-Level Prioritization<br />The AHP results indicate the following ranking of main dimensions:<br />Table 1. Final Ranking and Relative Weights of Main Geomarketing Dimensions Based on AHP Analysis<br />Rank     Dimension         Final Weight<br />Population Structure & Customer Characteristics   0.158<br />Accessibility      0.142<br />Physical/Spatial Characteristics    0.098<br />Performance Criteria      0.092<br />Competitive Conditions   0.088<br />Place Attractiveness        0.085<br />Market Attractiveness     0.079<br />Economic/Cost Factors   0.071<br />Customer Economic Factors        0.056<br />Market Saturation           0.050<br />The first three dimensions together account for over 40% of total weight, forming the strategic triad of Customer–Accessibility–Location.<br />Key Indicators<br />The most influential global indicators include:<br />Population density within catchment area (0.039)<br />Strategic location at corner/intersection (0.032)<br />Income and purchasing power (0.031)<br />Age and gender composition (0.026)<br />Distance to main roads (0.026)<br />Availability of parking (0.023)<br />Service diversity and quality (0.021)<br />Expected profitability (high within performance dimension)<br />Number of competitors (dominant in competition dimension)<br />Security and street lighting<br />The results emphasize demand-driven, accessibility-oriented, and service-quality-based decision logic.<br /><br /><strong>Discussion and Conclusion</strong><br />The prioritization pattern reflects a strong market-oriented perspective among national experts. The dominance of “Population Structure & Customer Characteristics” indicates that demand analysis precedes all other considerations in private investment decisions. This aligns with international findings highlighting population density and income as primary determinants of sports club distribution.<br />However, unlike studies conducted in highly developed urban transit systems where public transport accessibility dominates, Iranian experts placed stronger emphasis on car-based accessibility indicators such as parking availability and strategic intersection location. This reflects the heterogeneous transportation infrastructure across Iranian cities.<br />The significant weight assigned to physical/service quality suggests that competitive differentiation in Iran increasingly depends on service experience rather than mere facility size. Customers prioritize functional efficiency and service diversity over architectural grandeur.<br />Interestingly, the relatively low weight of “Market Saturation” suggests that many Iranian regions still offer growth opportunities, unlike mature European markets where saturation strongly influences entry decisions.<br />The elimination of certain indicators during the Delphi process strengthened the model’s predictive relevance by removing outcome-based or overlapping variables.<br />Overall, the study confirms that geomarketing in Iran must integrate demographic demand analysis, infrastructural accessibility, competitive intelligence, and economic feasibility within a unified framework.<br />This study developed and validated a comprehensive, context-specific geomarketing model for optimal site selection of private sports clubs in Iran. By combining Fuzzy Delphi and AHP, it transformed qualitative expert judgments into a structured quantitative decision-support framework.<br />The findings reveal that optimal site selection in Iran is primarily driven by:<br />1. Customer demand characteristics<br />2. Ease of access<br />3. Physical and service-related quality<br />The strategic triad of Customer–Accessibility–Location constitutes the core of the proposed model.<br />Practically, the model:<br />Reduces investment risk<br />Supports evidence-based location decisions<br />Promotes balanced spatial distribution of sports services<br />Enables integration with GIS for spatial suitability mapping<br />Theoretically, the study advances geomarketing literature by providing a national-scale, market-oriented model tailored to developing economies with spatial heterogeneity. پژوهش حاضر با هدف طراحی و اعتبارسنجی یک مدل بومی برای مکان‌یابی بهینه باشگاه‌های ورزشی بخش خصوصی در ایران بر پایه رویکرد ژئومارکتینگ انجام شد. ژئومارکتینگ با تلفیق تحلیل‌های فضایی، داده‌های جمعیت‌شناختی و رفتار مصرف‌کننده، تصمیم‌گیری داده‌محور در انتخاب مکان را امکان‌پذیر می‌سازد و مکان را به‌عنوان یک مزیت رقابتی راهبردی در شکل‌دهی تقاضا، دسترسی و سودآوری تلقی می‌کند. این مطالعه از نظر هدف کاربردی و از حیث روش، توصیفی–تحلیلی با رویکرد ترکیبی دلفی فازی و فرآیند تحلیل سلسله‌مراتبی (AHP) بود. در مرحله نخست، ۷۸ شاخص در قالب ۱۰ مؤلفه اصلی از مرور نظام‌مند ادبیات مرتبط استخراج شد. سپس ۱۵ نفر از خبرگان حوزه مدیریت ورزشی، جغرافیا و برنامه‌ریزی شهری طی چند دور دلفی فازی به ارزیابی و پالایش شاخص‌ها پرداختند که در نهایت ۷۳ شاخص در مدل نهایی باقی ماند. در مرحله کمی، وزن نسبی مؤلفه‌ها و شاخص‌ها با استفاده از AHP محاسبه شد. نتایج نشان داد مؤلفه‌های «ساختار جمعیت و ویژگی‌های مشتریان»، «سهولت دسترسی» و «ویژگی‌های مکانی/فیزیکی باشگاه» بیشترین اهمیت را دارند. همچنین شاخص‌هایی نظیر استقرار در نبش یا چهارراه، تراکم جمعیت در حوزه نفوذ، امنیت معابر، تنوع خدمات ورزشی و سودآوری مورد انتظار به‌عنوان عوامل کلیدی شناسایی شدند. مدل ارائه‌شده می‌تواند به‌عنوان چارچوبی تصمیم‌یار در محیط GIS برای شناسایی پهنه‌های مستعد سرمایه‌گذاری و توسعه رقابت‌پذیر باشگاه‌های ورزشی به کار رود. https://arsmb.journals.pnu.ac.ir/article_13154_8e4cf09f899bb2ea4523e8cd59e1478f.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌­های کاربردی در مدیریت ورزشی 2345-5551 15 1 (تابستان 1405) 2026 06 22 Developing a Conceptual Model of Organizational Support for Sport Psychology: A Qualitative Study Based on Grounded تدوین مدل مفهومی حمایت سازمانی از روان‌شناسی ورزش: پژوهش کیفی مبتنی بر نظریه‌پردازی داده‌بنیاد 39 54 12760 10.30473/arsm.2026.77253.4038 FA امیر دانا دانشیار، گروه تربیت بدنی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران Journal Article 2026 01 31 <strong><br />Introduction                                  <br /></strong>Psychological well-being has become a fundamental component of athletic performance in contemporary sport, alongside physical conditioning and technical skills. However, the effectiveness of sport psychology interventions is highly dependent on the level of organizational support provided by sport institutions. In many developing and transitional sport systems, including Iran, organizational structures, leadership practices, and cultural norms often limit the systematic integration of psychological services. Despite growing recognition of mental skills training, few comprehensive models exist that explain how organizational factors facilitate or hinder sport psychology implementation. The present study aimed to design a conceptual model of organizational support for sport psychology within Iranian sport organizations. By exploring the experiences and perceptions of sport psychologists, coaches, and managers, this research sought to identify causal, contextual, and intervening factors, as well as effective strategies and outcomes, in order to provide a holistic framework for sustainable psychological support in competitive sport settings. <strong>Mothodology</strong> This study adopted a qualitative research design based on grounded theory methodology using the Strauss and Corbin approach. The research was applied in nature and focused on developing a practical model for organizational support in sport psychology. Data were collected through in-depth, semi-structured interviews with key stakeholders in Iranian sport organizations. Participants were selected using purposive sampling to ensure rich and relevant information. The sample consisted of 12 experts, including four sport psychologists, four professional coaches, and four sport managers, all with extensive experience in elite and professional sport. Participants’ ages ranged from 27 to 37 years, with professional experience between 5 and 12 years. Most held doctoral degrees, ensuring high academic and professional credibility. Sampling continued until theoretical saturation was achieved. Interviews lasted between 60 and 90 minutes and were conducted individually in a confidential environment. The main guiding question focused on identifying organizational factors that support sport psychology, followed by questions regarding barriers, strategies, and outcomes. All interviews were audio-recorded with participants’ consent and transcribed verbatim. Data analysis followed three systematic stages: open coding, axial coding, and selective coding. During open coding, initial concepts were extracted from the transcripts. Axial coding was used to organize these concepts into broader categories, while selective coding integrated the categories into a coherent theoretical model. To ensure trustworthiness, credibility, transferability, and confirmability were addressed. Member checking was conducted by returning transcripts and codes to participants. Peer debriefing involved collaboration with experts and independent coders. Reliability was assessed through re-coding procedures and Cohen’s Kappa coefficient using SPSS. These strategies enhanced the rigor and validity of the qualitative findings. <strong> </strong> <strong>Findings</strong> Data analysis generated more than 185 initial codes, which were systematically organized into five major dimensions: causal conditions, contextual conditions, intervening conditions, strategies, and consequences. These dimensions formed the basis of the final organizational support model for sport psychology. Causal conditions primarily included leadership support, structural support, resource prioritization, and policy support. Leadership involvement emerged as the most influential factor. Leaders who actively participated in psychological programs, modeled positive attitudes, and emphasized mental skills created a supportive environment that legitimized sport psychology. Structural support, such as employing qualified psychologists and integrating them into team planning, enhanced accessibility and trust. Resource prioritization and formal policies further strengthened organizational commitment. Contextual conditions consisted of organizational culture, team environment, type and level of sport, resource availability, and governance structures. A culture that valued mental health encouraged athlete engagement, while negative attitudes discouraged participation. Team dynamics, competition pressure, and sport type influenced the nature and intensity of psychological needs. Limited financial and physical resources constrained service delivery, even in supportive organizations. Intervening conditions included time constraints, cultural barriers, resource limitations, communication gaps, leadership-policy inconsistencies, and athlete perceptions. Intensive training schedules often reduced opportunities for mental skills training. Cultural stigma surrounding psychological help, especially among male athletes, hindered utilization. Weak coordination among managers, coaches, and psychologists further reduced program effectiveness. Several strategies were identified to enhance organizational support. These included leadership participation, coach involvement, integration of psychologists into teams, policy and program development, athlete participation, resource management, and educational initiatives. Leaders promoted psychological services through workshops and role modeling. Coaches reinforced mental skills during training. Psychologists adapted interventions to team culture and provided continuous feedback. Clear policies, transparent budgeting, and awareness programs supported long-term sustainability. The implementation of these strategies produced multiple positive outcomes. Athletes reported improved psychological well-being, reduced stress, increased resilience, and greater confidence. Performance stability, concentration, and decision-making under pressure improved. Team cohesion and communication strengthened, leading to enhanced collective commitment. Engagement in mental skills programs increased, and organizations demonstrated improved readiness, accountability, and capacity for sustainable development. <strong>Discussion and Conclusion</strong> The findings demonstrate that organizational support for sport psychology is a multidimensional and systemic process influenced by leadership, culture, structure, and resources. Consistent with organizational support theory, visible leadership commitment plays a central role in shaping athlete attitudes and engagement. The study highlights that psychological interventions cannot function effectively in isolation; rather, they must be embedded within organizational policies and daily practices. Cultural barriers and time constraints remain major challenges in Iranian sport, requiring targeted educational and managerial interventions. The proposed model extends existing literature by integrating causal, contextual, and strategic dimensions into a unified framework tailored to developing sport systems. Practically, the model provides managers, coaches, and policymakers with evidence-based guidance for institutionalizing psychological services. Future research should examine the quantitative impact of this model across different sport types and competitive levels. در ورزش‌های معاصر، بهزیستی روان‌شناختی نقش مهمی در عملکرد ورزشکاران دارد، اما اثربخشی آن به میزان حمایت سازمانی وابسته است؛ موضوعی که در بستر ورزش ایران کمتر بررسی شده است. هدف این پژوهش، توسعه یک مدل جامع حمایت سازمانی برای روان‌شناسی ورزش بر اساس تجربیات و ادراکات ذی‌نفعان کلیدی بود. پژوهش با رویکرد کیفی و از طریق مصاحبه‌های نیمه ساختاریافته عمیق با ۱۲ نفر از روان‌شناسان ورزشی، مربیان و مدیران ورزشی انجام شد. داده‌ها با روش تحلیل مضمون و کدگذاری باز، محوری و انتخابی تحلیل شدند. نتایج منجر به شناسایی پنج بعد اصلی شامل عوامل علی، زمینه‌ای، مداخله‌گر، راهبردها و پیامدها شد. یافته‌ها نشان داد مشارکت رهبری، حمایت ساختاری و سیاستی و تخصیص منابع از عوامل کلیدی در اجرای مؤثر روان‌شناسی ورزش هستند، در حالی که محدودیت‌های زمانی، موانع فرهنگی، ضعف ارتباطات و سیاست‌های متناقض از موانع اصلی محسوب می‌شوند. راهبردهای پیشنهادی شامل مدل‌سازی رهبری، مشارکت مربیان، ادغام روان‌شناسان در ساختار تیم، توسعه سیاست‌ها، مشارکت ورزشکاران، مدیریت منابع و آموزش بود. پیامدهای اجرای این راهبردها شامل ارتقای بهزیستی و عملکرد ورزشکاران، انسجام تیمی، افزایش مشارکت در برنامه‌های مهارت‌های ذهنی و توسعه‌سازمانی است. این مدل چارچوبی کاربردی برای ادغام پایدار روان‌شناسی ورزش در سازمان‌های ورزشی ارائه می‌دهد. https://arsmb.journals.pnu.ac.ir/article_12760_05e10f0ed2d22611760a5f359519195a.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌­های کاربردی در مدیریت ورزشی 2345-5551 15 1 (تابستان 1405) 2026 06 22 Simulating the Impact of Emerging Technologies on Customer Attraction in Selected Phygital Sports Stores: A Case Study of Kish Free Zone Theory شبیه‌سازی تأثیر فناورهای نوین بر جذب مشتریان فروشگاه‌های فیجیتال ورزشی منتخب منطقه آزاد کیش 55 78 13158 10.30473/arsm.2026.75747.3998 FA سیدعلی نقوی دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران قاسم زارعی استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران محمد باشکوه اجیرلو استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران ناصر سیف اللهی استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران Journal Article 2025 09 09 <strong>Introduction                                   </strong><br />Technological advancements in recent years have led to a fundamental transformation in the structure of retail, particularly within the sports industry. Innovative technologies have created a new platform for enhancing the customer experience and enabling the emergence of phygital stores (Mehra et al., 2023). Phygital stores are a fusion of physical and digital spaces designed to create a seamless and multidimensional experience for customers (Singh & Kaunert, 2024). This approach provides simultaneous access to the benefits of tangible, in-person product experience in sports stores, as well as digital capabilities such as augmented reality for product trials or artificial intelligence for personalized recommendations (Mohammad et al., 2024). A review of previous research and studies in marketing and innovative technologies indicates that a significant portion of the literature has focused on examining the impact of a single technology, such as AI in customer data analysis, AR in improving the shopping experience, or the Metaverse in developing interactive environments. However, our review reveals that a comprehensive and integrated study exploring a set of innovative technologies simultaneously and in interaction with each other on customer attraction in sports stores has not yet been conducted. This is despite the fact that the true impact of any technology is revealed not in isolation, but through its dynamic interactions with other technologies and environmental conditions. Furthermore, in prior studies, the customer acquisition process has generally been examined as a static system using classical statistical approaches. These types of analyses are based on the assumption of structural stability over time and are unable to represent the dynamics and complex relationships between factors. In contrast, consumer behavior in the face of innovative technologies is a multidimensional, dynamic, and interactive phenomenon that requires a model capable of considering the system's internal dynamics, feedback loops, and interactions. In this context, the use of simulation-based modeling not only allows for the simultaneous and dynamic examination of impacts but also creates conditions for testing various scenarios and predicting customer reactions in complex real-world environments. Accordingly, given the issues raised, the significant potential and capacities of the Kish Free Zone in this matter, and the necessity of entering this field due to its high value creation and revenue generation, the present study adopts an innovative approach using simulation modeling. It seeks to provide a comprehensive model for analyzing and predicting the effect of innovative technologies on customer attraction in selected phygital sports stores in the Kish Free and Industrial Zone. By considering the complex interactions between technologies and customer behavior, this model takes a fundamental step toward filling the theoretical gaps in the literature on technology-driven marketing. On a practical level, it can serve as a valuable decision-making tool for managers of phygital sports stores and commercial policymakers.<br /><strong>Mothodology</strong><br />The present study employed a mixed-methods approach (qualitative and quantitative), which was applied in objective and descriptive-analytical in nature. The statistical population for the qualitative section included university professors, experts from the Kish Free Zone, and managers of selected sports stores, while the quantitative section comprised professors with academic and practical experience in this field. In the qualitative section, snowball sampling was used until theoretical saturation was reached (N=14), and in the quantitative section, judgmental sampling was performed (N=33). Data collection instruments were a semi-structured interview for the qualitative phase and a questionnaire for the quantitative phase. In the qualitative phase, thematic analysis was used to identify the main and sub-categories of innovative technologies for phygital sports stores. Subsequently, in the quantitative phase, the identified factors were prioritized using the Fuzzy Delphi method. The Taguchi experimental design method was then employed to extract the scenarios, and the optimal scenario was ultimately simulated using a combination of System Dynamics and Agent-Based Modeling.<br /><strong>Findings</strong><br />Based on the research findings, six main themes were identified: Internet of Things (IoT), Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), the Metaverse, and new financial technologies. The Internet of Things (IoT) was recognized as the most influential new technology. The simulation results also showed that implementing the optimal scenario would increase customer attraction to selected phygital sports stores in the Kish Free Zone by up to 75%.<br /><strong>Discussion and Conclusion</strong><br />Based on the aforementioned discussions, it can be concluded that all six identified technologies, although with varying degrees of importance, play a role in attracting customers to selected phygital sports stores in the Kish Free Zone. The prioritization of these new technologies reflects a more precise understanding of the most influential elements in this domain. Furthermore, the findings from the simulations and analyses showed that by the end of the simulation period, the number of customers of selected phygital sports stores in the Kish Free Zone will increase to approximately 1.241 million people, and the future rate of customer attraction development will reach about 75%. These figures indicate the high capacity of sports stores to capitalize on the opportunities embedded in the fusion of physical and digital spaces for customer attraction.<br />Accordingly, it can be concluded that the application of the identified innovative technologies has the potential for a significant impact on the customer attraction development process in selected phygital sports stores in the Kish Free Zone and can be used in the strategic policies and actions of stakeholders in this field. However, it should be noted that relying solely on these factors will not be sufficient to achieve comprehensive and sustainable customer attraction development. Therefore, a root-cause analysis of the issue and the consideration of other key variables outside the current model's framework is an unavoidable necessity.<br />Furthermore, in light of the simulation results, it is suggested that managers of selected phygital sports stores in the Kish Free Zone, as a macro-approach, should proceed with the implementation of the present study's model. This means that the model should be executed over a specified time frame, and its efficiency in enhancing the effectiveness of customer attraction development should be measured. If the practical findings demonstrate the model's success, its continued use in future periods can be adopted as a sustainable policy.<br />One of the strengths and innovative aspects of the present study was that it was the first to use two-dimensional simulations for developing customer attraction in selected phygital sports stores in the Kish Free Zone; an innovative approach that had not been previously considered in any domestic or foreign studies. However, despite providing an innovative model for simulating the development of customer attraction in selected phygital sports stores in the Kish Free Zone, this research faced some limitations. First, the data used was primarily based on expert opinions and qualitative interviews, which may be subject to subjective biases and lack sufficient accuracy. Additionally, this study was conducted within a specific time frame and geographical area of the Kish Free Zone and selected sports stores, which may have influenced the results due to specific economic, cultural, and social conditions of that period and could challenge its generalizability. Moreover, while Agent-Based and System Dynamics simulation models have the capability to analyze complex scenarios, they may not be able to fully model all interactions between factors. To address these limitations, it is recommended that future research use more advanced and complementary methods such as machine learning, intelligent algorithms, and artificial neural networks to increase the accuracy of the modeling.<br />Given that an appropriate mapping should be established between the research recommendations and findings, based on the data and results obtained, some practical recommendations have been provided to offer new approaches in this field to managers of phygital sports stores in the Kish Free Zone. It is suggested to:<br />Design an integrated analytical platform based on the Internet of Things to monitor and analyze customer behavioral data, so that marketing and managerial decisions in stores are data-driven and based on accurate predictions.<br />Launch multilingual chatbots in the physical store and the application for 24-hour support, feedback collection, and customer sentiment analysis.<br />Develop Augmented Reality as an interactive and experience-based marketing tool. Designing AR mirrors for virtual try-ons of athletic shoes and apparel, developing AR-based in-store navigation applications to quickly guide customers to desired products, and creating gamified advertising campaigns can help increase the store environment's appeal.<br />Invest in designing Virtual Reality interactive spaces so customers can test product performance in a simulated environment before making a purchase. The development of virtual store tours can also be a great help in attracting international sports tourists who wish to familiarize themselves with the destination before their trip. هدف از پژوهش حاضر، شبیه‌­سازی تأثیر فناورهای نوین بر جذب مشتریان فروشگاه‌­های ­فیجیتال ورزشی منتخب منطقه آزاد کیش<strong> </strong>بود. روش پژوهش حاضر آمیخته (کیفی و کمی) بود که از نظر هدف، کاربردی و از حیث ماهیت و روش، توصیفی ـ تحلیلی بود. جامعه آماری در بخش کیفی شامل استادان دانشگاه، کارشناسان منطقه آزاد کیش و مدیران فروشگاه‌­های منتخب ورزشی بود و در بخش کمی استادانی را دربر می‌گرفت که سابقه علمی و عملی در این حوزه داشتند. در بخش کیفی، نمونه‌گیری به روش گلوله برفی تا رسیدن به اشباع نظری انجام شد (14N=) و در بخش کمی نمونه‌گیری به شیوه قضاوتی صورت گرفت (33N=). ابزار گردآوری داده‌ها شامل مصاحبه نیمه‌ ساختاریافته در بخش کیفی و پرسشنامه در بخش کمی بود. در بخش کیفی، با بهره‌گیری از تحلیل مضمون، محورهای اصلی و فرعی فناوری­های نوین فروشگاه­های فیجیتال ورزشی شناسایی شد و در بخش کمی، عوامل شناسایی‌شده با استفاده از روش دلفی فازی اولویت‌بندی شدند و برای استخراج سناریوها از روش طراحی آزمایش تاگوچی استفاده شد و در نهایت سناریو مطلوب ﺑﺎ اﺳﺘﻔﺎده از روش مدل­سازی پویایی سیستم و عامل‌بنیان شبیه­سازی شد. براساس نتایج پژوهش شش مضمون اصلی (اینترنت اشیاء، هوش مصنوعی، واقعیت‌­افزوده، واقعیت­ مجازی، متاورس و فناوری­های مالی نوین) شناسایی گردید که اینترنت اشیاء، به­عنوان تأثیرگذارترین فناوری نوین شناخته شد. همچنین نتایج شبیه‌سازی نشان داد که با اعمال سناریوی مطلوب، میزان جذب مشتریان فروشگاه‌­های ­فیجیتال ورزشی منتخب منطقه آزاد کیش<strong> </strong>تا 75 درصد افزایش خواهد یافت. بر این اساس، چارچوب شبیه‌سازی ترکیبی ارائه‌ شده می‌تواند به‌عنوان یک راهبرد تحلیلی یکپارچه، مدیران فروشگاه‌های فیجیتال ورزشی منطقه آزاد کیش را در به‌کارگیری هدفمند و اثربخش فناوری‌های نوین توانمند سازد. https://arsmb.journals.pnu.ac.ir/article_13158_3d7146e549a8ff9b5409809c5b3e433d.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌­های کاربردی در مدیریت ورزشی 2345-5551 15 1 (تابستان 1405) 2026 06 22 Developing a Model of Barriers to Smart Tourism Development in Coastal Sports Destinations تدوین الگوی موانع توسعه گردشگری هوشمند در مقاصد ورزشی ساحلی 13156 10.30473/arsm.2026.74066.3950 FA محمد سیاوشی استادیار مدیریت ورزشی، گروه تربیت بدنی دانشگاه پیام نور، تهران، ایران. Journal Article 2025 03 11 Introduction and Objective: One of the important factors that acts as a source of income and cultural interactions between countries in the world is the tourism industry. Tourism is defined as an entertaining and voluntary activity in which people, for various reasons, leave their place of residence for a certain period of time, travel to various destinations, and then return home. This phenomenon is one of the most important drivers of social and economic development for developing countries. The tourism industry accounts for about 10% of global GDP and creates almost one-tenth of the world's jobs, which led to the creation of 277 million jobs in 2016 (Odonga et al., 2020). Sports tourism is one of the branches of tourism that has grown significantly in recent years and is recognized as one of the important types of tourism.This concept is defined as the participation of individuals in tourism events to participate in or watch sports competitions. Sports tourism includes individual or group participation in sports competitions, watching competitions, or traveling domestically or internationally for this purpose. This type of tourism is divided into two categories: participating in sports and traveling as a sports spectator. According to data collected by the World Tourism Organization, sports tourism generates $800 billion in revenue worldwide annually, accounting for approximately 10% of trips and 25% of tourism revenue. This figure increases to 55% in Australia and some areas of New Zealand (Atilgan and Arslan, 2020). In a study of the challenges of making ecotourism resorts smart, they reported that these challenges from the perspective of resort managers and owners include technological, economic, professional, psychological and administrative issues (Meimandi et al., 1402). In a study, Foronda Robles et al. (2023) examined progress and contribution to sustainable tourism: indicators for smart coastal destinations. The findings showed that the common feature of most coastal destinations is expertise in technological advances and the application of these advances for long-term sustainability, but municipalities have not performed well in this regard (Foronda Robles et al., 2023).O’Connor (2023) examined the impact of smart tourism technologies on small and medium-sized enterprises and smart tourism: A vision for the 2030 Tourism Agenda and reported that without a collaborative approach, small and medium-sized tourism enterprises are unlikely to be able to effectively use emerging technologies to compete with larger counterparts and online platforms. By adopting a smart tourism approach, network effects between stakeholders can overcome scale, allowing small and medium-sized enterprises to compete more effectively and tourism destinations to promote cohesion and sustainable economic growth (O’Connor, 2023). (Zhang et al., 2022). Literature and research background show that most studies have examined smart tourism or destination smartization in general, and there has been no research on the barriers to the development of this type of tourism in coastal sports destinations. While tourism is one of the most important activities that can contribute to the prosperity of Iran’s coasts, and the development of smart tourism in coastal areas can contribute to the economic and social growth of the region. However, the need for coastal prosperity is to identify and remove barriers. Therefore, the researcher in this study intends to answer this question: What is the pattern of obstacles to the development of smart tourism in coastal sports destinations?<br /><br />Methodology: The nature of the present research was exploratory and its approach was qualitative, of the Strauss and Corbin type. Strauss and Corbin (1990) invented the systematic approach by publishing the book “Fundamentals of Qualitative Research: Grounded Theory - Procedures and Techniques”. In this book, in order to achieve maximum accuracy in the research process, excessive emphasis is placed on technical and coding processes, and a predetermined model is used for theory building. This approach is based on the use of three-stage coding: open coding, axial coding, and selective coding, and in this regard, it uses a logical paradigm or diagrammatic image of the created theory. In this approach, data are coded in several stages (open, axial, selective) and the final categories are represented in a predetermined model (paradigmatic model) (Danaeifard and Emami, 2007). The aim of the research was to achieve a paradigmatic model based on data collected through semi-structured interviews. The research population consisted of 19 experts in the field of smart sports tourism, including professors, managers, and researchers. The sampling method was purposive and the sample size was determined based on the principle of theoretical saturation. In the seventeenth interview, the researcher reached theoretical saturation and in order to increase the validity and coverage of all components, the interview continued up to 19 people. Reliability in qualitative research is equivalent to internal validity in quantitative research and refers to the reasonableness and correctness of the findings. In the present study, reliability was also confirmed by five sports management experts. Dependability is also equivalent to reliability in quantitative research and refers to the accuracy, stability, and consistency of the findings.In the present study, the percentage of agreement between the two coders was used to assess the reliability of the interview, and the overall reliability was reported to be 88%. Open, axial, and selective coding were used in MaxQuda software version 2020 to analyze the data related to the interviews. Also, the final research model was presented using the dimensions of the Strauss and Corbin paradigm model, including causal conditions, contextual conditions, intervening conditions, strategies, and consequences.<br /><br />Results: Descriptive findings of the research population showed that out of a total of 19 people, 21% were female and 79% were male. 84% had a PhD and 16% had a master's degree. Also, 64% were majoring in sports management and 36% were majoring in tourism. Descriptive findings are shown in Table 1. Findings from interviews with 19 specialists included 61 open codes, 16 central codes, and 5 optional codes. Findings related to coding are shown in Table 2 and the final research model is shown in Figure 2. For example, in the analysis of the seventh interview, it was stated that smart tourism in coastal sports destinations relies on the Internet and social networks. The filtering of social networks such as Instagram and YouTube affects the development of this type of tourism. Eliminating filtering can be a solution and be useful for visualizing these destinations and their prosperity.Another influential factor is negative propaganda against Iran, which changes the world's view of Iran and reduces the number of foreign tourists. Consequently, it affects economic prosperity and job creation in such destinations. Another important factor is currency fluctuations and the lack of political and economic stability in the country, which reduces the motivation of investors. It also makes it difficult for the private sector to enter and leads to a decrease in infrastructure in coastal sports destinations, and the lack of adequate infrastructure makes tourists less welcome.<br /><br />Discussion and Conclusion: The findings showed that the causal conditions affecting the lack of development of smart tourism in coastal sports destinations included filtering of widely used social networks, government-run tourism management, and concerns about data security and privacy of tourists, which is consistent with the findings of Gerami et al. (1402) and Maimandi et al. (1402). Nik Baratar and Hosseini (1401) also reported that social media plays an important role in introducing, informing, and visualizing attractions and sports events. The third, fifth, and tenth interviews also considered filtering as one of the obstacles to tourism development, especially smart tourism, because it reduces two-way communication. Filtering of social networks can have a negative impact on tourism development, especially in coastal sports destinations.Social networks act as one of the most important sources of information for tourists and play a decisive role in their decision-making to choose a destination. Filtering these networks can lead to reduced access to information about tourist destinations, attractions, and travel experiences. This not only affects the attraction of foreign tourists, but also reduces advertising and introduction of domestic tourism capacities. On the other hand, filtering social networks leads to reduced interaction between tourism agencies and customers, which in turn leads to reduced customer satisfaction and ultimately a decrease in domestic and foreign travel (Alizadeh and Nasiri, 1401). The state-owned nature of tourism management also means that this industry is completely influenced by government policies. Changing policies with changing governments can cause instability in the tourism industry.This instability can discourage investors from investing in this industry and jeopardize sustainable development. The state-owned nature of tourism management is also associated with administrative and bureaucratic obstacles. Long and complex administrative processes can hinder the rapid and efficient development of the tourism industry. These obstacles can affect everything from the creation of new businesses to the attraction of foreign investment, and ultimately lead to inadequate development of tourism infrastructure. Security and privacy concerns are among the most important challenges to the development of smart tourism. The use of artificial intelligence technologies and personal data to improve tourism services raises concerns about data security and tourists' privacy.In coastal sports destinations, where the use of new technologies is essential to provide optimal services, measures must be taken to protect personal data and ensure the safety of tourists. This includes the use of strong security protocols and transparency about how data is used. This can help to gain the trust of tourists and facilitate the development of smart tourism. According to the findings, it seems that the development of applications that provide tourists with information about sports activities, coastal attractions, weather conditions, and access routes to these areas can improve the tourism experience and increase tourist attraction. Also, providing high-speed and stable internet services on the coast, especially in areas far from the city, can help economic development and attract investment. This connection also allows tourists to access online information and services. One of the limitations of qualitative research is that the phenomenon under study can have different interpretations and the interpretation that was made is one of the possible and acceptable interpretations. Also, access to the study community and presence at the workplace to conduct interviews were other limitations of this research.It is suggested that researchers explore other qualitative methods and offer innovative solutions to the challenges associated with qualitative research methods mentioned in the limitations section. گردشگری هوشمند از فناوری‌های نوین و دیجیتال برای بهبود تجربه گردشگران و مدیریت مقاصد گردشگری استفاده می‌کند و به‌طور فزاینده‌ای در توسعه مقاصد ورزشی ساحلی تأثیرگذار می باشد. هدف از پژوهش حاضر تدوین الگوی موانع توسعه گردشگری هوشمند در مقاصد ورزشی ساحلی بود. پژوهش حاضر از نظر هدف، کاربردی و به لحاظ روش، یک پژوهش کیفی از نوع داده بنیاد اشتراوس و کوربین بود. جامعه پژوهش، 19 نفر از متخصصین حوزه گردشگری ورزشی هوشمند شامل اساتید، مدیران و پژوهشگران و ابزار پژوهش مصاحبه نیمه ساختاریافته بود. روش نمونه‌گیری از نوع هدفمند و تعیین حجم نمونه بر اساس اصل اشباع نظری صورت گرفت. اعتمادپذیری از طریق پنج تن از متخصصین مدیریت ورزشی و اتکاپذیری از طریق روش دوکدگذار (88) درصد مورد تایید قرار گرفت. یافته‌های حاصل از مصاحبه از طریق کدگذاری باز، محوری و انتخابی و ارائه الگو در نرم‌افزار مکس کیودا نسخه 2020 تجزیه و تحلیل شدند. یافته ها نشان داد که شرایط علی شامل فیلترینگ، مدیریت گردشگری به صورت دولتی و نگرانی هایی در مورد امنیت داده ها بود. شرایط زمینه ای شامل کمبود در زیرساخت‌های استاندارد، تجهیزات ناجیان، دسترسی کم به اینترنت با کیفیت و هزینه های بالای گردشگری هوشمند بود. شرایط مداخله گر شامل عوامل سیاسی بود. راهبردها شامل استفاده از سیتم های هوشمند به منظور حفظ امنیت، ورود بخش خصوصی برای سرمایه گذاری و الگوبرداری و پیامدها نیز شامل بهبود مدیریت مقاصد ورزشی ساحلی، کاهش تاثیرات منفی زیست محیطی و کمک به توسعه پایدار و افزایش رضایت گردشگران و رونق اقتصادی بود.

دانشگاه پیام نور فصلنامه علمی پژوهش‌­های کاربردی در مدیریت ورزشی 2345-5551 15 1 (تابستان 1405) 2026 06 22 Identifying and Prioritizing Effective Factors in Increasing the Participation of Families in Educational and Sports Activities of Schools شناسایی و الویت بندی عوامل موثر در افزایش میزان مشارکت خانواده ها در فعالیت های آموزشی و ورزشی مدارس 13157 10.30473/arsm.2026.75168.3980 FA عیسی اسکندری دانشگاه مرتضی رضایی صوفی دانشگاه زهرا اسماعیل پناه املشی دانشگاه فاطمه اسکندری طاسکوه دانشگاه Journal Article 2025 08 22 Identifying and Prioritizing Effective Factors in Increasing the Participation of Families in Educational and Sports Activities of Schools<br /><br />Isa Eskandari 1, Morteza Rezaii Suofi 2⃰, Zahra Esmaelpanah Amla<br /><br />shi 3 & Fatemeh Eskandari Taskoh4<br /><br />1PhD in Sports Management, Physical Education Teacher, Guilan, Iran.<br /><br />2Professor of Sports Management Department, Payam Noor University, Tehran, Iran.<br /><br />3PhD in Psychology, Counseling and Psychology Teacher, Guilan, Iran.<br /><br />4MA, Assistant for Education and Educational Affairs of the School, Guilan, Iran.<br /><br />⃰Correspondence Isa eskandari Email: Isa.eskandari@yahoo.com<br /><br />Schools are among the important educational and nurturing institutions in society that require the active participation of everyone, especially families. Active parental involvement refers to utilizing the intellectual, scientific, skill-based, and specialized potential of parents in managing and guiding the educational and sports affairs of students. In general, active parental involvement in the education system shapes part of the teaching and upbringing process and has considerable effects on the teaching-learning system, influencing the learning process in students. However, sometimes the lack of understanding by parents of the goals and functions of the school can lead to ineffective communication and cooperation between the family and the school. The main purpose of this research was to Identifying and prioritizing effective factors in increasing the participation of families in educational, educational and sports activities of schools.<br /><br />This research is applied in nature and was conducted using a sequential exploratory mixed-methods design, implemented in two qualitative and quantitative phases In the first phase, a qualitative approach based on content analysis was employed. The statistical population consisted of experts and key informants, including school principals, teachers, and parent representatives. Purposeful sampling continued until theoretical saturation was reached, which occurred after 18 interviews. . The second phase adopted a descriptive-survey method. The statistical population included all principals, teachers, and parents in schools across Guilan Province. In line with the theoretical foundations of the research, theoretical sampling was used for sample selection. Theoretical sampling is a type of purposive non-probability sampling used in qualitative research (mixed sampling). In the qualitative section, 18 principals, teachers, and parent representatives were selected as the sample for the qualitative part of the research using convenience sampling. In the quantitative section, cluster sampling was employed. Initially, the Guilan province’s education department was divided into three clusters: East, West, and Central. Subsequently, five educational zones were selected from each cluster, and five schools were chosen from each zone. From each school, the principal, teachers, and a parent representative were selected as research samples (East cluster: Rudsar, Langarud, Lahijan, Siahkal, and Amlash; West cluster: Talesh, Rezvanshahr, Masal, Somayyeh Sara, and Foman; Central cluster: District 1 and 2 of Rasht, Anzali, Rudbar, and Astaneh). A total of 475 questionnaires were collected." The required information was collected through semi-structured interviews, document and report review. The data collection and analysis process continued until the researcher reached theoretical saturation. All interviews were conducted in person. Most of these interviews lasted approximately 30 to 50 minutes. The content of each interview was written and important information was marked. The coding process was carried out in 3 stages (primary, secondary and specific). To assess the participation of parents and based on the results extracted from the interviews, a researcher-made questionnaire was developed and distributed to the sample. This questionnaire had five components, which included a total of 34 questions, and a Likert scale was used.<br /><br /><br /><br />Data collection tools included content analysis of domestic and foreign researches, interviews and researcher-made questionnaires. Exploratory factor analysis method was used to determine the validity of the factors. The reliability of this tool was calculated through Cronbach's alpha coefficient, and the reliability coefficient of questions related to participation barriers was(0.88). The collected data were analyzed using one-sample t-test, Friedman's test and SPSS software.<br /><br />“Based on the information obtained, categories were identified for increasing parental involvement in schools. These categories have a set of components, which are: environmental factors affecting participation (structural factors, informational factors, motivational factors, educational factors, and cultural-social factors). In this study, exploratory factor analysis was used. In order for the results of factor analysis to be sufficiently valid, the sample size adequacy index and Bartlett's criterion must be observed. In the above test, the Kaiser-Meyer-Olkin sampling adequacy measure is greater than 0.6. And the sig value in the Bartlett's sphericity test is significant, that is, it is smaller than 0.05. And this shows that the sample size is sufficient for the research.<br /><br />Therefore, the findings showed that the sample adequacy index is 0.954 percent, which is greater than the desired criterion, and the sig value obtained is equal to 0.001. As a result, it can be said that the sample size for this analysis has reached the sufficient level.<br /><br />The correlation matrix examination table shows that all values have a significantly higher correlation than 0.33, which indicates that the components are related to each other, therefore this matrix is suitable for factoring.<br /><br />As shown in the t-test table, all components are at a level above the average compared to the average, and according to the table above, the significance level of the tests is 0.001, which is less than the error level of 0.005. Therefore, we can state with 99% confidence that our components play a role in parental participation in schools.<br /><br />Comparing the average ratings shows that the highest average rating (3.42) is assigned to the structural feature in the level of participation, which means that the most important component of participation from the perspective of the statistical community is the structural factors component in participation. After the above component, the most important components of participation were obtained in order of cultural-social factors, motivational factors, educational factors, and informational factors.<br /><br /><br /><br />The essence of education requires the participation of all elements involved in the teaching-learning process. In such a process, the idea of learning and participation in decision-making causes social, political, cultural and sports growth and development and provides the grounds for the realization of a dynamic and developing society. Therefore, global formal education systems around the world are trying to provide as much as possible the possibility of continuing the educational role of families in the formal and public education system. Considering these materials, the main goal of this research is to identify and prioritize the factors that played a role in increasing the level of family participation in educational and sports activities in schools in Guilan province. In this research, based on data analysis, the factors that played a role in increasing the level of family participation in educational and sports activities were identified, and these factors had the highest average based on the Friedman test ranking in the following order (structural factors, socio-cultural factors, motivational factors, educational factors, informational factors).<br /><br />Among the factors that play a significant role in increasing the level of family participation in schools are structural factors. This component has the highest percentage among other components (m=3.8029). Perhaps the reason for choosing this component is the role and importance of regulations and organizational methods in schools. So that for parental participation in school affairs, developing a strategy based on organization and adopting policies and guidelines that can lead to maximum parental participation is of particular importance and necessity. Of course, participatory policy must be accompanied by policies to change the attitude of administrators and parents towards establishing communication with each other, by increasing their motivation, in order to achieve effective results. Another factor that played a role in increasing family participation in schools, and ranked next (M=3.6908), was socio-cultural factors. The results showed that the more the socio-cultural component is promoted among families, the more its role will be visible. Socio-cultural factors are considered as an umbrella that casts a shadow over other factors affecting parental participation.<br /><br />K E Y W O R D S<br /><br />Partnership, Family, Education<br /><br /><br /><br />Yotyodying S, Swantje D, Jonkmann K.( 2020). Quality features of family–school partnerships in German schools: Measurement and association with parent–child communication about school. Children and Youth Services Review. Volume 115, https://doi.org/10.1016/j.childyouth.2020.10507.<br /><br />Taylor R.D., Collins, D.( 2015). Reviewing the family unit as a stakeholder in talent development: is it undervalued. Journal of Quest.; 67(3):33-43. https://doi.org/10.1080/00336297.2015.1050747.<br /><br />Nguyen T, Minh X, Xingxue Sh, Cheng G, Gang, Ch.(2020). Effects of parental educational involvement on classroom peer status among Chinese primary school students: A moderated mediation model of psychological Suzhi and family socioeconomic status. Children and outh Services Review. Volume 111, https://doi.org/10.1016/j.childyouth.2020.104881.<br /><br />Shafizadeh H, Guillori S.( 2017). Investigating the relationship between participation in decision-making and organizational civic behavior with organizational identity among sports coaches in Garmsar city. Organizational behavior management studies in sports.5(2 (consecutive 18):21-30. Available from: (in Persian)<br /><br />https://sid.ir/paper/374590/fa<br /><br />Rubach Ch. & Bonanati S.( 2021). The impact of parents' home- and school-based involvement on adolescents' intrinsic motivation and anxiety in math. Psychology in the Schools. https://doi.org/10.1002/pits.22577.<br /><br />Hasani R. & Hasani G.( 2019). Compilation and test of school capacity model for parents' participation. New Educational Thoughts. 2(6), 225-248. (in Persian)<br /><br />doi: 10.22051/jontoe.2020.28667.285. <br /><br />Goshin M, Dubrov D, Kosaretsky S, Grigoryev D.( 2021). The Strategies of Parental Involvement in Adolescents' Education and Extracurricular Activities. J Youth Adolesc. 50(5):906-920.<br /><br />doi: 10.1007/s10964-021-01399-y. Epub 2021 Feb 2.<br /><br />Gubbins V. & Gabriel O.( 2020). Determinants of parental involvement in primary school: evidence from Chile, Educational Review. 72:2, 137-156, هدف اصلی این پژوهش شناسایی و الویت‌بندی عواملی که در افزایش میزان مشارکت خانواده ها در فعالیت‌های آموزشی و ورزشی مدارس نقش داشتند، است. این پژوهش یک پژوهش کاربردی است و از روش پژوهش ترکیبی که متشکل از روش‌های کیفی و کمی است، لذا این پژوهش در زمره طرح‌های ترکیبی اکتشافی قرار می گیرد. جامعه آماری این پژوهش شامل کلیه مدیران، معلمان و اولیاء دانش آموزان مدارس استان گیلان بودند. در بخش کیفی از روش نمونه‌گیری نظری (نمونه‌گیری مطلوب) 18 نفر مدیر، معلم و نماینده اولیاء به عنوان نمونه بخش کیفی پژوهش انتخاب شدند و در بخش کمی از روش نمونه‌گیری خوشه‌ای استفاده گردید که 475 نفر به عنوان نمونه پژهش انتخاب شدند. ابزار گردآوری داده‌ها شامل تحلیل محتوای پژوهشهای داخل و خارج کشور، انجام مصاحبه و پرسشنامه محقق ساخته بود. برای تعیین روایی عوامل از روش تحلیل عاملی اکتشافی استفاده گردید. پایایی این ابزار از طریق ضریب آلفای کرونباخ محاسبه شده که ضریب پایایی سؤالات مربوط به موانع مشارکت 88/0 به دست آمد. داده های گردآوری شده با استفاده از آزمونt تک نمونه‌ای، آزمون فریدمن و نرم افزار SPSS تحلیل شد. در پی نتایج این پژوهش در بخش کیفی 5 مؤلفه که در مشارکت والدین در مدرسه نقش داشتند شناسایی شد و یافته‌های پژوهش در بخش کمی نشان داد که مؤلفه‌های عوامل ساختاری، عوامل فرهنگی-اجتماعی، عوامل انگیزشی، عوامل آموزشی و عوامل اطلاعاتی به ترتیب بیشترین نقش را در افزایش میزان مشارکت والدین در مدارس داشتند.

دانشگاه پیام نور فصلنامه علمی پژوهش‌­های کاربردی در مدیریت ورزشی 2345-5551 15 1 (تابستان 1405) 2026 06 22 The Impact of E-Marketing Models on the Productivity of Sports Facilities in Iranian Metropolises تأثیر مدل بازاریابی الکترونیکی بر بهره وری اماکن ورزشی کلان‌شهرهای ایران 13159 10.30473/arsm.2026.72696.3927 FA سید علی حق بیان دانشجوی دکتری مدیریت ورزشی.دانشگاه پیام نور، تهران، ایران. ابوالفضل فراهانی استاد گروه مدیریت ورزشی، دانشگاه پیام‌نور تهران، تهران، ایران علی محمد صفانیا استاد دانشگاه آزاد اسلامی واحد علوم تحقیقات معصومه حسینی دانشیارگروه مدیریت ورزشی، دانشگاه پیام نور،تهران، ایران. Journal Article 2024 11 19 Background and Purpose: In recent decades, significant advancements in global commerce and technological innovations have compelled organizations across all sectors to adopt novel and more efficient trade methods. Among these, the sports industry, particularly sports facilities in metropolitan areas, faces increasing pressure to enhance productivity to maintain competitiveness and ensure long-term survival. Productivity in sports facilities not only influences financial outcomes but also affects customer satisfaction, community engagement, and overall organizational success. With the rapid evolution of the digital environment, electronic marketing (e-marketing) has emerged as a vital strategy to connect with customers, promote services, and streamline operations in various sectors including sports management. Digital marketing strategies have gained increasing importance globally due to their ability to reach wide audiences, personalize communication, and enable real-time interactions. However, despite the global trends, many sports facilities in Iran’s largest cities such as Tehran, Mashhad, Isfahan, Shiraz, and Tabriz are still adapting to these changes with varying degrees of success. This research aims to explore how the implementation of an electronic marketing model affects the productivity of sports facilities in these metropolitan contexts. Specifically, it seeks to identify the key components of electronic marketing that contribute most significantly to organizational efficiency and effectiveness in the sports sector. By understanding these relationships, the study provides insights to sports facility managers and policymakers to design more effective digital marketing strategies that align with evolving technological trends and customer expectations [1,2].<br /><br />Methodology: This study is applied in nature and adopts a grounded theory approach, following Glaser’s methodological framework, to generate a conceptual model explaining how electronic marketing influences productivity in sports facilities. Grounded theory was chosen to allow the emergence of theory based on real-world data rather than imposing preconceived frameworks, ensuring relevance and applicability to the Iranian sports management context.<br /><br />The statistical population comprised experts and elites from five major metropolitan cities of Iran: Tehran, Mashhad, Isfahan, Shiraz, and Tabriz. Participants included experienced sports facility managers, marketing specialists, academic faculty members specializing in sports management, and other key stakeholders involved in digital marketing initiatives within the sports domain. Purposive sampling was employed to select individuals with extensive knowledge and practical experience in both sports management and electronic marketing.<br /><br />Data collection was conducted using a combination of semi-structured interviews and structured questionnaires. The semi-structured interviews enabled in-depth exploration of participants’ perceptions, experiences, and insights regarding e-marketing strategies and their influence on productivity. The questionnaires, designed based on literature review and interview findings, facilitated quantitative assessment of the identified factors and their relationships with productivity metrics.<br /><br />Data analysis consisted of both qualitative and quantitative methods. The qualitative data from interviews were coded and analyzed through constant comparative methods to identify recurring themes and build a theoretical framework. Quantitative data were analyzed using descriptive statistics to summarize participant characteristics and factor ratings, and inferential statistics including Structural Equation Modeling (SEM) to test hypothesized relationships between electronic marketing components and productivity outcomes [3,4].<br /><br />SEM was specifically employed to validate the model’s construct validity, reliability, and overall fit, allowing for robust testing of direct and indirect effects among variables. This mixed-method approach enhanced the study’s credibility by triangulating findings from qualitative and quantitative sources, providing comprehensive insights grounded in expert judgment and empirical data [5,6].Results: The study identified eight key components of electronic marketing impacting productivity: cognitive improvement, managerial indicators, strategic development, systematic customer interaction, transaction speed enhancement, electronic space architecture, organizational norms, and branding indicators [2,3,7]. Cognitive improvement refers to the enhancement of knowledge and awareness through digital channels, leading to better decision-making processes. Managerial indicators include performance metrics and leadership practices adapted for digital environments [6,8]. Strategic development emphasizes creating dynamic marketing strategies responsive to digital trends. Systematic customer interaction highlights continuous, structured communication with customers via electronic platforms, fostering loyalty and engagement [4]. Transaction speed enhancement reflects streamlined digital processes that improve operational efficiency. Electronic space architecture pertains to the design and functionality of digital platforms that ensure seamless user experiences. Organizational norms involve cultural and procedural adjustments required to support electronic marketing initiatives effectively [7]. Branding indicators focus on strengthening brand identity and recognition through online presence [1,5]. Structural Equation Modeling results confirmed that electronic marketing positively and significantly affects the productivity of sports facilities, with model fit indices demonstrating robustness and validity.<br /><br />Discussion: The study identified eight key components of electronic marketing that significantly impact the productivity of sports facilities: Cognitive Improvement: This refers to the enhancement of organizational knowledge, awareness, and digital literacy through electronic marketing channels. Increased cognitive capability supports better strategic decision-making and adaptation to digital trends, fostering innovation and operational improvements [2,7]. Managerial Indicators: These include digital performance metrics, leadership practices adapted for electronic environments, and management’s ability to leverage e-marketing data for optimizing resource allocation and operational workflows [6,8]. Strategic Development: Emphasizes the creation of dynamic and flexible marketing strategies that respond rapidly to changing digital trends, customer behaviors, and technological innovations. It reflects the importance of continuous strategy renewal in an evolving market [4]. Systematic Customer Interaction: Highlights the need for ongoing, structured, and interactive communication with customers via digital platforms, which helps build loyalty, enhances customer engagement, and improves service customization. Transaction Speed Enhancement: Refers to streamlining and accelerating digital transactions, reducing delays in service delivery, and increasing overall operational efficiency through e-commerce tools and automated processes. Electronic Space Architecture: Concerns the design, functionality, usability, and responsiveness of digital platforms such as websites, mobile applications, and social media channels that create seamless and positive user experiences. Organizational Norms: Reflect the cultural, procedural, and structural changes within organizations required to successfully implement and sustain electronic marketing initiatives. This includes fostering a culture that supports digital innovation and continuous learning [7]. Branding Indicators: Focus on strengthening brand identity, recognition, and reputation through consistent online presence, digital storytelling, and customer engagement activities, which ultimately enhance competitive advantage [1,5]. Structural Equation Modeling confirmed that these components collectively and positively influence sports facilities' productivity, with strong statistical significance and good model fit indices. Notably, cognitive improvement and systematic customer interaction showed the highest direct effects on productivity outcomes, emphasizing the centrality of knowledge and customer focus in digital marketing success. The findings underscore the critical role of electronic marketing as a multifaceted driver of productivity in sports facilities, particularly in Iran’s largest metropolitan cities. By integrating cognitive, managerial, strategic, and customer engagement elements, sports organizations can better navigate the complexities of digital transformation. The research demonstrates that adopting a comprehensive e-marketing model enables managers to optimize resource use, improve operational workflows, and strengthen relationships with customers and stakeholders. Moreover, the study highlights the necessity of organizational culture change to embrace digital norms. This involves fostering innovation, adaptability, and continuous learning within sports facilities, which are crucial for sustaining digital marketing initiatives over time [8]. The enhancement of transaction speed and improvement of electronic platform architecture also contribute significantly to operational efficiency, reducing barriers between the organization and its customers.From a practical standpoint, the results provide sports managers and policymakers with an evidence-based framework for developing effective digital marketing strategies tailored to the unique challenges of the sports sector in metropolitan Iran. The study advocates for investment in digital literacy training, platform development, and cultural change management to fully realize the benefits of electronic marketing. Future research directions include longitudinal studies to assess the long-term impacts of electronic marketing on organizational productivity and competitiveness. Additionally, the integration of emerging technologies such as artificial intelligence (AI), big data analytics, and machine learning into digital marketing strategies should be explored to refine and enhance understanding of their role in organizational performance [1].<br /><br />Keywords: Electronic Marketing, Sports Facilities Productivity, Digital Marketing Strategy, Customer Engagement, Branding, Structural Equation Modeling.<br /><br />References:<br /><br />1. Abdullah, S. A. (2025). Artificial intelligence (AI) techniques: A game-changer in digital marketing for shop. arXiv. https://doi.org/10.48550/arXiv.2508.11705<br /><br />2. Allam Jaas. (2022). E-Marketing and Its Strategies: Digital Opportunities and Challenges. Open Journal of Business and Management, 10, 822-845. https://doi.org/10.4236/ojbm.2022.102046<br /><br />3. Anet Zeinab, Ghareh MohammadAli, Jamshidi Omid. 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Journal of New Approaches in Educational Administration, 13(1). https://sanad.iau.ir/en/Article/1180992. تحولات و پیشرفت های شگرفی که در دنیای تجارت به وجود آمده است سازمانها را مجبور به استفاده از شیوه های نوین تجارت نموده و یکی از چالشهای سازمانها برای بقا در تجارت جدید افزایش بهره وری در سازمان است. هدف از تحقیق حاضر تأثیر مدل بازاریابی الکترونیکی بر بهره وری اماکن ورزشی کلان‌شهرهای ایران بود. در این پژوهش کاربردی از روش تحقیق تئوری داده‌بنیاد و از شیوه گلیزر استفاده شده است. جامعه آماری موردمطالعه این تحقیق نخبگان یا خبرگان پنج کلانشهر بزرگ ایران شامل: تهران، مشهد، اصفهان، شیراز و تبریز می‌باشند. برای تجزیه‌وتحلیل اطلاعات گردآوری شده از دو بخش آمار توصیفی و استنباطی استفاده گردید. جامعه آماری شامل مدیران و کارشناسان با سابقه و اساتید مدیریت ورزشی است. داده‌ها از طریق مصاحبه و پرسش‌نامه جمع‌آوری و با استفاده از آمار توصیفی و مدل‌یابی معادلات ساختاری تحلیل شدند. نتایج این پژوهش منجر به شناسایی و رتبه‌بندی مؤلفه های بازاریابی الکترونیکی شامل بهبود شناختی، شاخص های مدیریتی، توسعه راهبرد، تعامل نظامند با مشتری، افزایش سرعت مبادلات، معماری فضای الکترونیکی، هنجارهای سازمانی و شاخص برندینگ گردید و همچنین نشان داد که اثر بازاریابی الکترونیکی بر بهره وری اماکن ورزشی از برازش مطلوبی برخوردار است.