Designing Sports Tourism Development Model with AIDAR Advertising Framework in Different Types of Mass Media

Document Type : Research Paper

Authors

1 .PhDstudent in sport management, Borujerd Branch, islamic Azad university, Borujerd, Iran

2 Associate Professor of Sport Management, Payame Noor University,

3 Assistant professor in sport management, Borujerd Branch, islamic Azad university, Borujerd, Iran.

Abstract

The aim of present study was to design sports tourism development model with AIDAR advertising platform in mass media. The research method is combined and field-based. The statistical population consisted of the experts of sport and championship and tourism specialists. In the qualitative section, 384 people were selected using the targeted sampling method and the snowball, and in the quantitative part according to Morgan table. The tool for measuring this research in the qualitative section was a questionnaire and in the quantitative section, a questionnaire from the qualitative section was used. After theoretical saturation, a factor analysis was confirmed and media impact questionnaire on the development of sport tourism with the AIDAR advertising framework, consisting of 5 components and 41 items, was obtained and reliability was 0.89 by Cronbach's alpha coefficient. K-S, exploratory factor analysis and Friedman test were used to analyze the data. Structural equation analysis method was used to present the model. All statistical operations were performed using SPSS version 22 and Amos software. The results of the study showed that there is a significant difference between the factors affecting the development of sport tourism with the AIDAR advertising framework and through the media from the viewpoint of the research samples, so that from the perspective of the research sample, the "informed roles" have the highest rank and "role" Action Plans (Buying) "ranked the lowest in the factors influencing the development of sports tourism with the AIDAR advertising framework and through the media.

Keywords

References

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Applied Research in Sport Management
Volume 8, Issue 3 - Serial Number 31
Winter2020
January 2020
Pages 89-102

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History

  • Receive Date: 01 January 1970
  • Accept Date: 01 January 1970

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