Mousa AlizadehAlizadeh; Mehrdad Moharramzadeh; Ali Reza Elahi
Abstract
Objective: Nowadaysone of the most common strategies that have been developed by organizations is to execute loyalty programs to retain customers.Therefore, the research purpose is to examine what kind of attitudinal or behavioral loyalty has more predictability for the spectator's purchase behavior. ...
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Objective: Nowadaysone of the most common strategies that have been developed by organizations is to execute loyalty programs to retain customers.Therefore, the research purpose is to examine what kind of attitudinal or behavioral loyalty has more predictability for the spectator's purchase behavior. Methodology: Due to lack of access to databases related to all the Tractor Sazi'sspectator information, the spectators who came to the Yadegar-e-Emam Tabriz stadium to watch team’s match were considered as convenience sample. The research method was applied based on purpose and correlative based on data collection. The correlation test and regression test were used as statistical methods. Data was collected by two questionnaires including Mahony’s loyalty questionnaire (2000) and Kim’s Purchase Behavior questionnaire (2008). Data was analyzed by descriptive and inferential statistics. Results: The results demonstrated the significant positive relationship between attitudinal and behavioral loyalty with purchase behavior of spectators. Also, the attitudinal loyalty component had more predictability than behavioral loyalty to predict purchase behavior of spectators. Conclusion: Because the attitudinal loyalty size was more than behavioral loyalty size, club managers must make situation easier for spectators to attend the stadium and to access easily to club information and events. Consequently, the potential loyalty or attitudinal loyalty of spectators turns to a behavioral loyalty or loyalty in action. Finally it leads to purchase behavior resulting in organizational benefit and meeting customers’ needs.
Mehrdad Moharramzadeh; Mirhasan Seyed Ameri; Mohammadamin Sayadi; Mitra Mohammadi
Volume 2, Issue 2 , July 2014, , Pages 31-45
Abstract
AbstractObjective: The purpose of this study was to evaluate the most influential indicators on development of sport tourism marketing west Azerbaijan province.Methodology: This is a descriptive- analytical study. The statistical population consists of sport expert members of Cultural Heritage and Tourism ...
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AbstractObjective: The purpose of this study was to evaluate the most influential indicators on development of sport tourism marketing west Azerbaijan province.Methodology: This is a descriptive- analytical study. The statistical population consists of sport expert members of Cultural Heritage and Tourism organization (n=24) and sport expert members of physical education (n=50) that work in west Azerbaijan province. Research tools were marketing indicators Questionnaire of Bidokhti and Nazari (2009) with reliability of (α= 0. 82) Which is based on five Lickert scale. Its validity was confirmed by means of sport management experts’ view. Also, the data were analyzed by one sample T-Test and Friedman at the level of p≤0.05.Results: The results showed that all of the indicator including modification of country’s massive investment, development of infrastructures, attention to tourism attractions, promotion activities and regulating guidelines based on distribution of attractions are the influential in development of sport tourism marketing in west Azerbaijan province.Conclusion: Developing suitable infrastructure development, promotion activities, distribution of attractions in all areas of this province instead of a specific area, paying attention to sport tourism attractions, and modification of the country’s massive investment in the field of sport tourism are respectively the procceding which of west Azerbaijan province.Keywords: Tourism attractions, Sport tourism, Sports tourism marketing.
