Document Type : Original Article
Authors
1
unit:52, No 8, Mahya Complex, Kosar Town
2
Tarbiat Modares University, Sports Management Group
3
arak university
10.22034/spmi.2024.414423.2516
Abstract
The purpose of the current research is to present the development model of adventure sports tourism through the branding of adventure sports in Chaharmahal and Bakhtiari province.
Methodology: This research is an exploratory research that was conducted qualitatively. The research environment was academic-academic elites (university faculty members in the subject) and executive elites (managers and officials of tourism and sports and activists in the field of sports tourism). The participants in the research were also selected by purposeful sampling up to the limit of saturation (16 people). Data were collected from theoretical and background studies as well as In-depth and semi-structured interview. In order to analyze the data, three-stage coding was used in the theory of contextualization with the approach of Strauss and Corbin. Validity and reliability according to qualitative research audit (validity, transferability, confirmability, and reliability) were done.The code resulting from the interviews and the background of the research was 744 open codes, after combining and merging codes as well as removing commonalities; The number of 121 open codes, and then 27 central codes and finally in the model 6 groups 1) causal conditions (society's need for sports, recreation and tourism, geographical location of the province, etc.), 2) background conditions (laws and regulations, research and research, etc.), 3) intervention conditions (politics, social participation, infrastructure management, branding mindset, etc.), 4) strategies (marketing, holding key events, building trust, service quality, etc.), 5) consequences (economic, social and cultural benefits) were included in the central phenomenon model (tourism development through adventure sports branding, Turning the province into a potential target for tourism,creating tourism culture and cultivation, creating a unique identity of the province's brand). The current model can give a clear view to the decision makers of Chaharmahal and Bakhtiari province regarding the development of tourism by using the adventure sports tourism capacities of the province to make the province a potential brand and destination in this field for the people of Iran and the world.
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