Presentation Of The Sports And Tourism Ecosystem Development Model With The Mediating Role Of Ecommerce

Document Type : Research Paper

Authors

1 Ph.D. Student Department of Sports Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabil, Ardabil, Iran.

2 Associate Professor, Department of Sports Management, Faculty of Education Sciences and Psychology, University of Mohaghegh Ardabil, Ardabil, Iran.

3 Professor Department of Sports Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran.

Abstract

The aim of the present study is to present a model of developing a sports and tourism ecosystem with the mediating role of electronic commerce. This research was quantitative and applied in terms of purpose with a survey approach. The statistical population consisted of experts and professionals in sports management, including a combination of sports managers, tourism experts, and e-commerce specialists related to sports and ecosystem (a total of 70 individuals). Considering the researcher's access to the list of individuals in the population, the sample size was determined to be 59 individuals based on the Morgan table. Sampling was done using purposive sampling and with the use of the theoretical saturation index. The data collection tool was a researcher-made questionnaire that included three variables: development of the sports ecosystem, tourism, and electronic commerce. Additionally, Cronbach's alpha coefficient was used to assess reliability, which showed desirable values for all three variables and the overall questionnaire, with values of 0.81, 0.79, 0.82, and 0.80, respectively. Structural-interpretive modeling approach was used with the (PLS3) software. The tests used included tests for normality, standard deviation, significance, and correlation. The analysis results showed a significant relationship between electronic commerce and tourism. Furthermore, there was a significant relationship between the development of the sports ecosystem and electronic commerce. However, there was no significant relationship between the development of the sports ecosystem and tourism, and the mediating role of the electronic commerce variable in the relationship between the development of the sports ecosystem and tourism was confirmed.

Keywords

Main Subjects

References

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Communication Management in Sport Media
Volume 12, Issue 2 - Serial Number 46
February 2025
Pages 145-158

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History

  • Receive Date: 27 February 2024
  • Revise Date: 27 June 2024
  • Accept Date: 08 July 2024

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