Document Type : Research Paper
Authors
1 PhD Student in Sport Management, Department of Physical Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Associate Professor of Sports Management, Tabriz Azad University
3 Assistant Professor of Sports Management, Department of Sport Sciences, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4 tabriz azad university
Abstract
The present research was conducted with the aim of designing an internet marketing model based on understanding of technology acceptance in attracting sports tourists. This research is descriptive-survey and applied. The statistical population included sports tourists who had chosen East Azerbaijan province as their sports tourism destination during 2022, and their number was around 3600 people, based on Cochran's formula and with non-probability and accessible sampling method, the sample size was obtained 347 people. To collect data, Davis' technology acceptance questionnaire (1989), Ramzanian's Internet marketing (2013) and Gibb's customer acquisition (2005) were used. In order to analyze the data, Pearson's correlation, structural equation modeling and Sobel were used in SPSS and Amos software at a significance level of 0.05. The results of the research showed that there is a positive and significant relationship between internet marketing, understanding of technology acceptance and tourist attraction (p<0.05), the research model has a good fit and internet marketing (p=0.001; t=7.69) and the understanding of technology acceptance (p=0.001; t=9.01) on attracting tourists and the understanding of technology acceptance also has a positive and significant effect on internet marketing (p=0.001; t=9.70) and internet marketing plays a mediating role in the impact of the perception of technology acceptance on the attraction of sports tourists (p=0.001; t=7.86). Therefore, if the increase in the understanding of the usefulness and ease of using technology by tourists is accompanied by the use of appropriate internet marketing by the marketers of the sports tourism industry, sports tourists will increase day by day.
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