The effect of media tourism and sports diplomacy on product brands

Document Type : Original Article

Authors

1 PhD Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

2 PhD student in Sports Management, Kurdistan University, Sanandaj, Iran

3 PhD student in Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran

Abstract

Objective: The purpose of this research is The effect of media tourism and sports diplomacy on product brands.
Methodology: This is a correlational study and the statistical population of this study is PhD students in sports in Iran. Based on Morgan's table, 150 Individuals were selected by random method. In order to achieve the research goals, a comprehensive list of sports indicators was prepared and adjusted and a researcher - made questionnaire was developed. The validity of the questionnaire was confirmed by 15 sports management professors and their reliability was in a preliminary study with 30 subjects and Cronbach's alpha was calculated to be 0.909 . Descriptive and inferential statistical methods such as exploratory factor analysis, and confirmatory factor analysis were used to analyze the data using SPSS and LISREL software.
Results: The results showed that the main variables have eight general dimensions of sport tourism, sport diplomacy, sports investment, sporting-cultural, sports exports, sports people-sports, sports achievements and media sports, and has a total of 50 indicators.
Conclusion: According to the results of the research and the identified indicators, the proposed model is a suitable theoretical model for sport indicators affecting the brand of the country.

Keywords

Journal of International Marketing Modeling
Volume 3, Issue 1
February 2022
Pages 25-36

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