سید مرتضی عظیم زاده

Background: Sport heritage is increasingly being recognized as a potent instigator of tourism. The convergence of heritage, sport and tourism involves many different and diverse fields, including sport tourism, heritage tourism, sport management. Aim: The purpose of this study was to identify the effective factors on the development of heritage sports tourism with an interpretive structural modeling approach (ISM). Materials and Methods: The present research is applied, qualitative and analytical in terms of nature and purpose, data retrieval, and data analysis method, respectively based on interpretive structural modeling. Data collection tools in this study were library studies, interview and questionnaire based on interpretive structural modeling. In order to identify the factors affecting the development of heritage sports tourism, with the collective agreement of experts and reviewing the research literature, 16 factors affecting the development of heritage sports tourism were identified. Results: According to the third step of the ISM method, the effective factors on the development of heritage sports tourism were classified into 7 levels and the political and governmental dimensions along with the rule of law were at the lowest level of the model (seventh level); these are prioritized in terms of implementation over other dimensions. As a result, officials and managers in the field of tourism and sports tourism should pay special attention to these dimensions in order to provide the ground for the emergence and realization of other dimensions at higher levels of the model. Finally, based on the analysis matrix of influence and dependence, it was determined that the political and governmental dimensions, rule of law, management and supportive factors are among the influence factors; economic dimensions, socio-cultural factors, infrastructure and welfare services, education and research, specialized human resources, technology, heritage sports tourism attractions, heritage, marketing and information and international relations are among the linking factors; and the dimensions of safety and security, complementary attractions and sporting events are among the dependent factors in this research. Conclusion: According to the results of the model, for the development of heritage sports tourism, there must be a serious determination. In this regard, the policies of a nation must be progressive, and in the first step, government with a decisive role must provide the infrastructure.

Purpose: Nowadays, the use of sports and famous athletes in advertising has become one of the most common advertising practices. Therefore, the purpose of this research was to investigate the ability of predicting the indices of attractiveness, expertise, and trustworthiness of the renowned sport endorser on the consumers' willingness to buy sporting and non-sporting goods. Method: This study was a quasi-experimental study on a sample of 150 students of sport science at Ferdowsi University of Iran. The statistical sample was divided into two homogeneous groups; for one month, one group watched the advertisements of an artificial sport product and the other group watched the advertisements of an artificial non-sport product endorsed by the famous sport personality on the telegram. Finally, the results were analyzed by completing standard questionnaires of purchase willingness (Zichkowski, 1985) and advertising celebrities (Ohanian, 1990) and simultaneous regression statistical methods. Results: The results showed that all three indices of attractiveness, expertise, and trustworthiness of the renowned sports endorser have high predictive power for the tendency to purchase sporting and non-sporting goods. Also in the sporting goods group, the expertise, and in the non-sporting goods group, the attractiveness had the highest predictive power of tendency to buy. On the other hand, there is a significant difference between the perception of the popular sport endorsing indices in advertising sporting and non-sporting goods. Conclusions: Through a promotional period for two endorsed sporting and non-sporting products, this study provides useful findings for product and service institutions to select and employ renowned athletes to endorse their products and influence consumers' purchase intention. In the text, the detailed descriptions of the expected results and discussions have been reported.