درخت حوزه‌های تخصصی

This study investigates the role of religious tourism and experimental marketing in developing entrepreneurial sports opportunities in Mashhad. As the first step, the study's statistical population consisted of all tourists in Mashhad who have been there for at least one week for religious tourism and have also visited this city's recreational and sports centers. Moreover, three standard questionnaires were used to collect data and to analyze the data, the Skewness and Elongation tests were used to determine the data distribution, one-sample t-test to compare the mean of variables with the hypothetical standard, Kendall W test to prioritize the components from the sample view and modeling equations were used; on top of that, all analysis was performed using SPSS software version 23 and SmartPLS version 3. The results showed that the average score of religious tourism, experimental marketing, and entrepreneurial sports opportunities and their components are relatively good. Hence, their average score was more than three. Results also showed that religious tourism and empirical marketing positively and significantly affect developing entrepreneurial sports opportunities in Mashhad. Finally, the structural equation model of the relations of the three main variables of this research and their components had a suitable fitting.

It is not possible to get the desired thought of the text without considering the discourses of social actors. Using sociological-semantic categories, Van Leeuwen's discourse-oriented theory (2008) can explore the hidden layers of language in oral and written texts by stressing the importance of social actors of discourse. Hence, this theory can reveal the underlying relationships of each discourse. Due to the mysterious and discourse-oriented structures of the Holy Qur’an, one can find that the hidden ideology behind them is approximately the same. Therefore, discourse analysis can find a special status in Qur’anic studies. This study has examined the discourse system of the narrative of Prophet Solomon (AS) in Surah An-Naml with descriptive-analytical and statistical approaches using Van Leeuwen’s discourse-oriented model. The findings suggest that the inclusion components (134 cases) have a much higher frequency compared to the exclusion components (38 cases). On one hand, this means that God pays the most attention to the meaning, but on the other hand, in stylistic creativity, He introduces the audience, the names of individuals, groups, places, and times in which social actors play an active role. Besides, the components of reference allocation (98 cases), role allocation (20 cases), and type allocation (16 cases) have the most representation in all types of social actors included in this narrative, respectively.

Public service advertisement concentrates on beliefs and attitudes of its target audiences. The aim to examine the effectiveness of public service advertisement through the hormonal marketing approach. This semi- experimental research which involves pre-test and post-test phases consists of two groups, that is, a test group and a control group. Some female students at the University of Mazandaran who were chosen by matched sampling formed the statistical population of this study and were divided into two groups of ten. These people were asked to watch a video with the theme of public service advertisements. Before and after watching the video, blood sample was taken from each person, and every individual was given a gift card and a choice to donate them to charities or keep them to themselves after watching the video. SPSS version 18 was used as the software for data analysis and hypothesis testing. The results revealed that public service advertisements affected the oxytocin hormone secretion, but this have not any impacts on donations made by the test subjects and public service advertisements didn’t influence charitable donations. Changes to oxytocin hormone in response to the effect of public service advertisements was affected by individual differences which depended on personal attributes, location and characteristics.