Sport Economics, Marketing and Tourism
Samar Atta Jafar; Rahim Ramezani nejhad; Nooshin Benar
Abstract
Objective: The purpose of the present research was to present a smart sports tourism model in order to develop sustainable sports tourism in the Kurdistan Region based on structural modeling.Methodology: This research is quantitative in terms of implementation, applied in terms of purpose and descriptive-survey ...
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Objective: The purpose of the present research was to present a smart sports tourism model in order to develop sustainable sports tourism in the Kurdistan Region based on structural modeling.Methodology: This research is quantitative in terms of implementation, applied in terms of purpose and descriptive-survey type. The statistical population of the research included all tourists in the tourist areas of the Kurdistan Region of Iraq who were selected through purposeful and accessible sampling (223 people). For measurement, a researcher-made questionnaire with 71 items and a Likert scale scoring system were used, and SmartPLS version 4 software was used for data analysis and modeling.Results: The results showed that in the designed model of smart sports tourism, the requirements for the development of smart sports tourism (smart economy, smart society, smart governance, and smart technologies) with an impact coefficient of 0.932 had an impact on smart sports tourism services (smart nutrition, smart attraction, smart transportation, smart shopping, and smart payment) with an impact coefficient of 0.423 on the sustainable development of smart sports tourism, and the conceptual model of the research was confirmed.Conclusion: Implementing the requirements for smart tourism in all four macro-level areas, such as governance, society, economy, and technology, will lead to the development of sustainable sports tourism, and managers and responsible institutions must strengthen smart platforms in these sectors so that smart services in sports tourism can have an impact on the development of sports tourism.
Sport Economics, Marketing and Tourism
Yaghoub Mohamadi; Alireza Elahi; Hossein Akbari Yazdi
Abstract
Objective: In today’s competitive world, neuromarketing plays a prominent role in the sports industry as an innovative and effective tool for gaining deeper insights into consumer behavior. By combining neuroscience and psychology, this approach helps event organizers and sports organizations make ...
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Objective: In today’s competitive world, neuromarketing plays a prominent role in the sports industry as an innovative and effective tool for gaining deeper insights into consumer behavior. By combining neuroscience and psychology, this approach helps event organizers and sports organizations make smarter decisions in attracting fans, designing advertisements, and increasing public engagement. This study aims to review and analyze the content of research conducted in the field of neuromarketing in sports management. Methodology: Using content analysis of scientific documents, 25 articles published between 2014 and 2024 were reviewed. The search was conducted using relevant keywords in reputable databases, and the selected articles were analyzed based on methodology, authors, universities, and research tools.Results: The analysis reveals that the "Sports Management" journal has published the highest number of articles in this field. The Universities of Kurdistan, Allameh Tabataba'i, and Islamic Azad (Science and Research Branch) emerged as leading institutions. Over 50% of studies utilized EEG, while methods like eye-tracking and functional imaging saw more limited application. Additionally, three-author articles showed the highest frequency, with English-language citations dominating the references.Conclusion: The results suggest that neuromarketing research in sports management has mainly focused on EEG, while advanced neuroscience methods have been underutilized. Expanding interdisciplinary collaborations, investing in research equipment, increasing awareness among sports managers, and publishing articles in international journals can enhance the quality of research and expand this field.
Sport Economics, Marketing and Tourism
Hasan Gholami Ghajari; Hamidreza Goharrostami
Abstract
Objective: The present study aimed to analyze the stability-efficiency of competitiveness in elite sports of the Islamic Republic of Iran at the Summer Olympic Games.Methodology: This applied, descriptive-analytical study used a quantitative approach. The research population included all elite sports ...
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Objective: The present study aimed to analyze the stability-efficiency of competitiveness in elite sports of the Islamic Republic of Iran at the Summer Olympic Games.Methodology: This applied, descriptive-analytical study used a quantitative approach. The research population included all elite sports of Iran that won at least one medal in the Summer Olympic Games 2000-2024. Sampling was conducted census of medal-winning disciplines. Data were extracted from the official source, the Hall of Fame of the National Olympic Committee and the official website of the International Olympic Committee. Then, using researcher-developed metrics, the efficiency and stability of medal achievement were calculated, and a four-quadrant matrix was constructed to analyze the competitiveness of elite sports. The face and content validity of the researcher-developed metrics were confirmed by professors of sports management. Reliability was assessed and verified through a test-retest procedure.Results: Wrestling, Karate, and Taekwondo were positioned in the strategic elite competitiveness quadrant of the Stability-Efficiency matrix. Weightlifting was placed in the low-performing stable competitiveness quadrant, while shooting and athletics were classified under the low-performing unstable competitiveness quadrant.Conclusion: Although Wrestling and Taekwondo are located in the strategic elite competitiveness position, given rival investments, focus should first be on maintaining their current standing, then planning performance improvement in future editions. Karate requires international negotiation to return to the Olympics. Weightlifting is stable but low-performing; efficiency must improve to ensure stability does not decline in future editions. Shooting and athletics require fundamental revision of elite sport development programs to enhance competitiveness.
Sport Economics, Marketing and Tourism
Sadegh Fatahi Milasi; Nooshin Benar
Abstract
Objective: The purpose of this study was to develop a localized and stage-based framework for analyzing and evaluating the digital transformation maturity of small and medium-sized sports enterprises (SMEs).Methodology: This research employed a systematic review and qualitative meta-synthesis approach ...
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Objective: The purpose of this study was to develop a localized and stage-based framework for analyzing and evaluating the digital transformation maturity of small and medium-sized sports enterprises (SMEs).Methodology: This research employed a systematic review and qualitative meta-synthesis approach based on Sandelowski and Barroso’s (2007) seven-stage model. In this process, 32 scientific articles published between 2020 and 2025 were collected from reputable databases such as Scopus and Web of Science, based on specific criteria including publication language (English), time frame, type of scientific study, methodological approach (qualitative or quantitative), and focus on digital transformation in SMEs. The key dimensions and indicators of digital maturity were identified through qualitative content analysis and validated using the CASP tool and Cohen’s Kappa coefficient (0.873).Results: The proposed framework identifies five key dimensions: Strategy and Leadership, Processes, Technology and Infrastructure, Human Resources and Culture, and Ecosystem and External Environment, with 31 operational indicators. A five-level digital maturity model tailored for sports SMEs was developed, emphasizing practical assessment and actionable roadmaps for digital transformation.Conclusion: The framework provides a simple, actionable tool for sports SMEs to assess their digital maturity and plan strategic improvements, aligning with local constraints. It supports sustainable growth by addressing internal and external factors, offering a roadmap for policymakers and managers in developing countries.
Sport Economics, Marketing and Tourism
Mehdi Salimi; Amir Hossein Labbaf
Abstract
Objective: The present study aimed to propose a comprehensive model of identity marketing in professional sports.Methodology: A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through ...
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Objective: The present study aimed to propose a comprehensive model of identity marketing in professional sports.Methodology: A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through semi-structured interviews with 17 university professors, experts, and sports marketing managers selected via theoretical sampling, and analyzed through open and selective coding. In the quantitative phase, the resulting model was validated and prioritized using the Analytic Hierarchy Process (AHP) and a researcher-made pairwise comparison questionnaire, with the participation of 12 experts in sports marketing selected through purposive and criterion-based sampling.Results: The qualitative findings led to the identification of 84 final concepts organized into several theoretical categories that explained the key dimensions of identity marketing from the participants’ perspectives. These categories included audience-brand identity formation, brand–audience interaction in the digital context, brand identity construction, and contextual enablers of identity marketing. The quantitative analyses confirmed and prioritized these categories in the final model, with audience-brand identity formation identified as the most significant factor in identity marketing in professional sports.Conclusion: The proposed model demonstrates that identity marketing in professional sports goes beyond traditional approaches and requires a deep understanding of the psychological, social, and symbolic connections between the brand and its audience. Focusing on strengthening audience identity, increasing digital engagement, and constructing a strong and coherent brand identity can lead to sustainable audience connections, greater loyalty, and active participation.
Sport Economics, Marketing and Tourism
Mehdi Rasooli; Mohsen Esmaeili
Abstract
Objective: Zurkhaneh sport and Pahlevani wrestling, as one of the ritualistic and cultural heritages of Iran, despite their millennia-long history and ethical-heroic values, have faced multiple challenges in recent years. These include weak advertising, gender exclusivity, negative public perceptions, ...
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Objective: Zurkhaneh sport and Pahlevani wrestling, as one of the ritualistic and cultural heritages of Iran, despite their millennia-long history and ethical-heroic values, have faced multiple challenges in recent years. These include weak advertising, gender exclusivity, negative public perceptions, and lack of financial resources. So, the aim of this research was developing branding startegies for the Iranian Zurkhaneh sport and Pahlevani wrestling federation.Methodology: This research project aims to identify and propose branding strategies for Zurkhaneh sport and Pahlevani wrestling and is structured into three main sections. First, in-depth interviews were conducted with eight experts, including members of the federation’s board of directors, professional athletes, academic researchers, and Zurkhaneh club owners, to gain insights into the challenges, capacities, and branding priorities. In the second stage, the federation’s strategic plan was analyzed, and brand-related codes were extracted from this document. Finally, a focused working group of sports marketing specialists utilized the collected data to design branding strategies.Results: The findings indicate that sustainable development of Zurkhaneh sport and Pahlevani wrestling requires a calculated rebranding effort and innovation within traditional frameworks. Key strategies include: establishing "Classic" and "Modern" committees within the federation, gradually facilitating the inclusion of women, integrating the sport into schools and universities, collaborating with other federations and joint events, redesigning Zurkhaneh equipment for fitness clubs, and enhancing advertising and social media presence through the selection of cultural ambassadors. If these strategies are implemented, it is expected that negative public perceptions will shift, a broader audience will be attracted to Zurkhaneh sport and Pahlevani wrestling, sustainable income will be generated for the federation, and the national and international status of this sport will be elevated.Conclusion: These results can serve as a foundation for planning by sports managers, cultural policymakers, and researchers interested in reviving the Iranian-ritual identity within the realm of sports.
Sport Economics, Marketing and Tourism
Amir Hossein Labbaf; Mehdi Salimi; Mohammad Soltan Hosseini
Abstract
Objective: The aim of this study was to present a model for the financial success of Iran's Premier League football clubs.
Methodology: The research employed a mixed-method approach, combining qualitative and quantitative methods. The qualitative part was based on Grounded Theory with Charmaz's approach. ...
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Objective: The aim of this study was to present a model for the financial success of Iran's Premier League football clubs.
Methodology: The research employed a mixed-method approach, combining qualitative and quantitative methods. The qualitative part was based on Grounded Theory with Charmaz's approach. The statistical population for the qualitative section consisted of senior managers of the Football Federation and the League Organization, CEOs of clubs, senior financial managers of clubs, and academic experts in sports management. Purposeful sampling was used along with the snowball method. A total of 18 interviews were conducted, concluding when theoretical saturation was reached. For the quantitative part, a questionnaire was designed based on the final findings from the qualitative section. The statistical sample for the quantitative section included 185 experts in sports management, financial management, financial experts of clubs, and members of the clubs' boards of directors, with available sampling. Quantitative data were analyzed using structural equation modeling in SPSS and SmartPLS software.
Results: Revenue generation, upstream rules and regulations, technical conditions, managerial strategies, fan engagement system, requirements, and club resources, with impact coefficients of 0.240, 0.195, 0.183, 0.182, 0.179, 0.064, 0.050 respectively, are the most important factors contributing to the financial success of Premier League football clubs.
Conclusion: Achieving financial success for Premier League football clubs requires comprehensive attention to these factors and will enable clubs to reach their financial goals and secure a sustainable future. Clubs should evaluate their performance and adopt innovative approaches to move toward achieving financial goals and sustainable development.
Sport Economics, Marketing and Tourism
Maryam Malaei; Ali-Mohammad Safania; Mehrdad Moharramzadeh; SeyedSalahoddin Naghshbandu
Abstract
Objective: This study aimed to design an entrepreneurship development model for the General Departments of Sport and Youth in northwest Iran.Methodology: This applied research employed a mixed-methods approach with a sequential exploratory design. In the qualitative phase, thematic analysis was conducted ...
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Objective: This study aimed to design an entrepreneurship development model for the General Departments of Sport and Youth in northwest Iran.Methodology: This applied research employed a mixed-methods approach with a sequential exploratory design. In the qualitative phase, thematic analysis was conducted using a systematic review of 40 scientific studies and focus group sessions with seven experts. In the quantitative phase, the statistical population included all managers and employees across five northwestern provinces. The sample size was 217 individuals, determined using the inverse square root method and G*Power software. Data were collected using a researcher-developed questionnaire with 118 items derived from the qualitative phase. Validity was confirmed through content and construct validity, while reliability was established using Cronbach's alpha (0.85) and composite reliability. Quantitative data were analyzed using structural equation modeling.Results: The qualitative findings identified nine main themes: structural factors supporting entrepreneurship; implementation of a research and development system; managerial factors; entrepreneurship education; strategic empowerment of human resources; sports entrepreneurship knowledge management; systematic evaluation of entrepreneurship programs; formulation of operational strategies; and development of an organizational entrepreneurial culture. In the quantitative phase, all 11 causal paths of the model were confirmed.Conclusion: The extracted model indicates that entrepreneurship development in these organizations is a systematic, multi-layered process that begins with structural and managerial factors and ultimately leads to the development of an organizational entrepreneurial culture. Accordingly, it is recommended that specialized entrepreneurship committees be incorporated into the organizational chart of these departments, and that systems for education, empowerment, and entrepreneurial performance evaluation be established.
Sport Economics, Marketing and Tourism
Mahdi Fooladi Kashkooei; Reza Andam; Hasan Bahrololoum; Mojtaba Rajabi; Faezeh Abdollahnezhad
Abstract
Objective: The purpose of this study was to determine the impact of the tourism experience on satisfaction, revisit intention, and attachment among sports tourists.Methodology: This study employed a meta-analysis method and a quantitative approach, aiming to systematically combine and analyze domestic ...
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Objective: The purpose of this study was to determine the impact of the tourism experience on satisfaction, revisit intention, and attachment among sports tourists.Methodology: This study employed a meta-analysis method and a quantitative approach, aiming to systematically combine and analyze domestic and international studies on the sport tourism experience from 2004 to 2024. After applying the inclusion criteria, 22 studies were ultimately selected for final analysis and inclusion in the software. The data were selected through purposive sampling and analyzed using CMA2 software, with the effect size of each study calculated.Results: The results showed that out of the 22 studies included in this research, 19 were journal articles. The largest sample size was related to the study by Hallmann et al (2021). The findings also indicated that the tourism experience variable could have a significant impact on satisfaction, attachment, and revisit intention among sports event tourists. Furthermore, the software output reported that the effect size in all studies was above average and statistically significant.Conclusion: The results of the present meta-analysis showed that the experience of sports events has a significant impact on three key components: satisfaction, attachment, and revisit intention. Overall, these findings indicate that the quality of participation in sports events not only contributes to satisfaction but can also lead to the development of lasting emotional bonds with the event and a desire to return. Therefore, it can be concluded that enhancing elements related to positive experiences in sports events plays a vital role in audience retention and growth and should be seriously considered in the design and management of such events.
Sport Economics, Marketing and Tourism
Mohammad Amin Savari; Farzam Farzan; Mohammad Ehsani; Yong Jin Yoon
Abstract
Objective: This study investigated the emergence and persistence of corruption in Iran’s football industry. It aimed to identify the institutional, structural, and cultural determinants of systemic corruption, with the objective of developing a conceptual and strategic framework to enhance governance ...
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Objective: This study investigated the emergence and persistence of corruption in Iran’s football industry. It aimed to identify the institutional, structural, and cultural determinants of systemic corruption, with the objective of developing a conceptual and strategic framework to enhance governance in professional football.Methodology: A qualitative research design based on Glaserian Grounded Theory was adopted. Data were gathered through thirteen in-depth, semi-structured interviews with football specialists and key informants from Iran, the United States, Italy, Australia, Qatar, and Iraq. The analytical process involved open, selective, and theoretical coding, conducted using MAXQDA 2024. The resulting conceptual model was developed in accordance with Glaser’s 6C framework, which includes Causes, Contexts, Conditions, Covariance, Contingency, and Consequences.Results: The findings demonstrated that corruption within Iran’s football industry is deeply rooted and structurally embedded. Key contributing factors included weak institutional governance, political influence, opaque economic practices, a cultural tolerance for corruption, ineffective monitoring systems, and dysfunction within the judicial apparatus. The central phenomenon identified was systemic corruption in the governance of football. Ten overarching themes were incorporated into the final conceptual model, capturing the complexity and multi-layered nature of the issue.Conclusion: Addressing corruption in football requires comprehensive institutional reform, the establishment of independent oversight bodies, the deployment of transparency-enhancing technologies, the promotion of integrity-driven values, and the consistent enforcement of legal and regulatory frameworks. The conceptual model developed in this study provides a strategic foundation for policymakers and football administrators, particularly in contexts marked by fragile governance systems.
Sport Economics, Marketing and Tourism
Fatemeh Saeedi; Noshin Benar; Seyed Reza Miraskari
Abstract
Objective: This study aims to examine the barriers to employment in Iran's sports labor market, with a particular emphasis on the macroenvironment, by synthesizing previous research.Methodology: The research employed a qualitative meta-synthesis approach using qualitative content analysis. The statistical ...
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Objective: This study aims to examine the barriers to employment in Iran's sports labor market, with a particular emphasis on the macroenvironment, by synthesizing previous research.Methodology: The research employed a qualitative meta-synthesis approach using qualitative content analysis. The statistical population included all domestic studies conducted between 2001 and 2023. A total of 580 studies relevant to the topic were evaluated, and 31 articles were purposefully selected. Using Sandelowski and Barroso's seven-step framework, the findings of previous research related to the study's objectives were analyzed, aggregated, synthesized, and interpreted. Through coding methods, 21 sub-themes and five main themes were identified.Results: The results categorized macroenvironmental barriers to employment in Iran's sports labor market into five main themes: economic barriers, cultural and social barriers, political barriers, knowledge and technology barriers, and legal and regulatory barriers.Conclusion: The findings indicate that employment development in Iran's sports sector faces numerous challenges within the macroenvironment. To address these challenges, a comprehensive and long-term approach by policymakers, managers, and economic stakeholders in this sector is essential. A deeper understanding of macroenvironmental barriers can help design more effective policies and strategies to promote employment in the sports labor market. These strategies may include economic reforms, political improvements, social support, technological advancements, and legal changes. Implementing such measures can create new and sustainable job opportunities in Iran's sports industry.
Sport Economics, Marketing and Tourism
Mehrnaz Sabzemeidani; Vahid Shojaei; Mohammad Hami
Abstract
Objective: The objective of this study was to presenting a conceptual model of influencing factors on entrepreneurship education in universities (study of sports science students).Methodology: The research method was qualitative and based on grounded theory. The statistical population of the research ...
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Objective: The objective of this study was to presenting a conceptual model of influencing factors on entrepreneurship education in universities (study of sports science students).Methodology: The research method was qualitative and based on grounded theory. The statistical population of the research included faculty members of entrepreneurial management faculties of state universities, faculty members of sports science faculties of state universities across the country with entrepreneurship expertise, special and selected members and lecturers of the employment and entrepreneurship working group of the Ministry of Sports and Youth, and selected sports entrepreneurs of the country. Sampling was determined by snowball method. Data was collected from library sources and previous researches and semi-structured interviews. Next, 19 experts were interviewed, and opinion saturation was reached in 15 people. Then the interview data was analyzed by MAXQDA software.Results: It was analyzed within the framework of five components: causal conditions, contextual conditions, intervening conditions, the core phenomenon (sports entrepreneurship education), strategies, and consequences. The approaches were extracted across behavioral, business-oriented, creativity-centered, human resource development, communicative quality, personal development, and social domains.Conclusion: Conclusion: According to the results of the research, it can be concluded that the changes towards the global and knowledge-based economy have created new opportunities and threats for entrepreneurial businesses. Exploitation of entrepreneurial opportunities helps the efforts of sports entrepreneurs in shaping sustainable competitive advantage and wealth creation. It is also possible for sports entrepreneurs to identify and exploit opportunities that lead to creating a temporary advantage instead of creating a sustainable competitive advantage. Therefore, the programs should be directed towards creativity and innovation and by combining theoretical and practical knowledge related to sports entrepreneurship, they should move from a knowledge-oriented university to an entrepreneurial university.
