Identification of factors influencing the development of sport tourism through the media with the AIDAR advertising framework

Document Type : Original Article

Authors

1 Sport Management Group of Physical Education Department of Islamic Azad University - Borojerd Branch

2 Sport management Faculty of Payame Noor University

3 Sport management Group of Physical Education Faculty in Islamic Azad University- Borojerd Branch

Abstract

The purpose of this study was to identify the factors influencing the development of sport tourism through the media with the AIDAR advertising framework. The research method was mix (quantitative and qualitative) and sequence exploration. The statistical population forqualitative part was experts on “sports turism and media” and for quantitative part was students in masters on sport management. Sampling in the qualitative section was purposeful sampling and reach the theoretical saturation (15 people). Sampling in quantitative section choosing 384 peple by cluster randomized with basis of Morgan’s table. Data gathering for qualitative was semistructured questions and in quantitative section was a questionnaire which make by the findings of qualtitative section. Questionnare relaiability confirmed by Chronbakh alpha (.89) and its face, content and construct validity approved too. Findins showed the media impact questionnaire on the development of sport tourism with the AIDAR advertising framework included five components of roles in “informant”, “interest”, “enthusiastic (stimulating)”, “acting” and “maintenance”in 41 items. The results of the study showed that from 41 items, 8 items in the role of "awareness roles", 7 items in the "Interesting roles" factor, 10 items in the role of "retaining roles", 7 items in the factor "Acting roles (buying)" and nine items were "triggering roles".

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