فریبا عسکریان

With the expansion of digital technologies, digital marketing has become a vital tool in attracting sports tourists. This research was conducted in 2024 with the aim of identifying and prioritizing the consequences of digital marketing in sports tourism using the interpretive structural modeling method. The present study was applied and carried out with a mixed approach (qualitative-quantitative) and using the interpretive structural modeling (ISM) method. In the qualitative stage, thematic analysis was used using library studies and semi-structured interviews with 13 experts in sports tourism, marketing, and researchers in these two fields. In the quantitative stage, 15 experts were selected purposively and data were collected through a researcher-made questionnaire. In the qualitative section, 55 basic themes and 10 organizing themes were identified, which were centered around the overarching theme of "Consequences of Digital Marketing in Sports Tourism." The results of the quantitative section showed that these outcomes were categorized into four levels, with the main foundations at the first level. Infrastructure development, as the most influential level, directly affected the third level criteria (tourism economic development, tourist behavioral and attitudinal development, and tourism destination awareness). By presenting an Interpretive Structural Model (ISM), this study provides a comprehensive framework for understanding the outcomes of digital marketing in sports tourism, which can assist managers and policymakers in areas such as marketing strategies, resource allocation, and competitive policymaking. To date, the development of a hierarchical and leveled model of digital marketing outcomes in sports tourism using the ISM method has received limited attention in this field.

The research aimed to estimate the economic-recreational value of Yadegar Emam Stadium in Tabriz from the spectators' perspective using the contingent valuation approach. A sample size of 415 football fans attending the matches was studied through simple random sampling. A researcher-made questionnaire was used, and Logit and Probit rank-based methods with Stata software were employed for data analysis. The findings revealed that factors including income, proposed price, watching matches on television, satisfaction with stadium facilities, and enjoyment from watching games, positively influenced the willingness to pay. Conversely, variables including education level, age, and marital status had a negative correlation with willingness to pay. These results highlight the significant economic and recreational value held by Yadegar Emam Stadium. The estimation data can aid in managerial decision-making, sports development, and planning, leading to economic and social benefits, and promoting the football industry.

Background: Sports Investments is one of the most unique sports events, in the country dealing both with collectors and dealers. Aim : The purpose of this study was to compare the sports investment o Iran in 2016 and 1998. Therefore, we estimate the value of the sports investment sector and share of total investment, GDP, GDSP and compare with 1998 in Iran. Materials and Methods: In this study, national accounts were used. Most of the basic data fare available in a decentralized manner in the Statistics Center and the Program and Budget Organization of Iran. Due to achieving real changes in sports investment between 1998 and 2016, prices in 1998 was considered as the base year and were considered. Then using the price index of the desired years, the effects of inflation were eliminated and growth real was calculated. Results: The results indicate that investment in sport in 1998 was 360 billion Rials, which is 0.43% of total investment, 0.1% GDP, and 26.2% of GDSP. Also, investment in sport in 2016 was 15449 billion Rials, which is 0.46% of total investment, 0.11% GDP and, 73.38% of GDSP. Investment in sport in 2016 compared to 1998 had 2347% real growth. Conclusion : Although, investment in sport in 2016 compared to 1998 has grown, but it is very small compared to the total investments. Results also show the major share of the public sector and the low participation of the private sector.