درخت حوزه‌های تخصصی

This study aimed to investigate the role of gender stereotypes in women's participation in sports. The present study was conducted with a qualitative, constructivist approach, serving its purpose. The participants in this study were 15 Iranian women and girls aged 15 to 55 who participated in sports recreationally or professionally and were selected as the final sample using a theoretical and purposive sampling method. Based on the results of the interviews, the focused codes extracted from the initial codes, which are presented in the form of theoretical codes of gender stereotypes in this study, include negative views of families towards girls' sports, social and cultural norms governing in sports, male dominance in some sports, breaking taboos in sports, dominant forces in sports, distrust of female athletes, and common stereotypes in sports that were identified. Therefore, changing social and cultural norms, educating and informing families through increased media coverage of women's sports, and role modeling will reduce gender stereotypes in sports and create conditions where women and girls can engage in sports without cultural and social restrictions.

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.