نویسندگان
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استادیار مدیریت و برنامه ریزی ورزشی دانشگاه صنعتی شاهرود
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دانشجوی دکتری مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران.
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استادیار مدیریت ورزشی، دانشکده تربیت بدنی، گروه مدیریت ورزشی و رفتار حرکتی، دانشگاه ارومیه، ارومیه، ایران.
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف این پژوهش ارائه‌ی مدل تأثیر خط‌مشی‌گذاری بر توسعه‌ی گردشگری ورزشی با نقش میانجی گرایش کارآفرینانه و بازارگرایی می‌باشد.
روش‌شناسی: این پژوهش کاربردی و از نوع توصیفی- تحلیلی و به روش پیمایشی انجام شده است. جامعه‌ی آماری پژوهش، مدیران و متخصصین ورزشی، کارآفرینان و کارگزاران گردشگری شمال‌غرب کشور بودند. حجم نمونه‌ی آماری 220 نفر برآورد شد. روش نمونه‌گیری، احتمالی پیچیده از نوع خوشه‌ای چند مرحله‌ای بود. ابزار گردآوری داده‌ها، پرسشنامه بود. داده‌ها به روش مدلسازی معادلات ساختاری و با استفاده از نرمافزار SPSS و AMOS تحلیل شدند.
یافته‌ها: نتایج نشان داد، خط‌مشی‌گذاری بر توسعه‌ی گردشگری ورزشی، بر گرایش کارآفرینانه، و بر بازارگرایی، و گرایش کارآفرینانه بر توسعه‌ی گردشگری ورزشی تأثیر مثبت و معنی‌داری دارند. همچنین شاخص‌های برازش مدل، همگی مطلوب و نشان‌دهنده‌ی تأیید مدل پژوهش است.
نتیجه‌گیری: خط‌مشی‌گذاری، برنامه‌ریزی و توسعه‌ی گردشگری مستلزم شناسایی انگیزه‌ها و تقاضاهای گردشگران از طریق بازاریابی است. گرایش کارآفرینانه متولیان گردشگری ورزشی برای از بین بردن موانع گردشگری و برنامه‌ریزی جامع، می‌تواند تنوع محیط‌های تفریحی و سیاحتی را برای منطقه و کشور فراهم آورد.
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