Strategic Analysis of Sports Tourism Marketing Mix in Mazandaran with 7P's Approach
نویسندگان
چکیده مقاله:
The development and improvement of the tourism industry in the country or its various regions depends on effective marketing mechanisms. Marketing is an instrument for promoting sport tourism in different regions, which should be carefully considered. The purpose of this study was to analyze the strategic combination of sports tourism marketing in Mazandaran province with a 7 P's approach. 235 managers of sport and tourism organizations, managers of tourism offices, tourism guides and academic experts in the fields of sport and tourism management, as a sample of this research, were randomly selected, completed a researcher-made questionnaire composed of 57 valid questions & 7 Component (α=0.792) voluntarily. Findings from Friedman test showed that the Components of sports tourism mix marketing in the province based on priority were significant. The element of price (mean 4.69) is the highest priority and the process or planning (mean 3.69) is the lowest priority. Other elements of the sport tourism mix marketing of the province are the priority, respectively: product or service (mean 4.21), place (mean 4.05), physical evidence (mean 3.91), people (mean 3.76) and promotion(mean 3.61). Findings from Friedman test showed that the elements of sports tourism marketing mix in the province based on priority were significant. The element of price is the highest priority and the process or planning is the lowest priority. Other elements of the sport tourism marketing mix of the province are the priority, respectively: product or service, place, physical evidence, people and promotion.
منابع مشابه
Sports Tourism Marketing
Research dealing with the motives of sports tourists from a marketer’s perspective remains underdeveloped. This chapter describes the phenomenon of sports tourism and aspires to examine with an empirical study the motives of winter and summer sports tourists. The first sample (n=339) was comprised of active as well as passive summer sports tourists. The second sample (n=477) only focused on act...
متن کاملPreparation and Designing a Checklist for Health Care Marketing Mix, with Medical Tourism Approach
Introduction: Increasing pressure on available funds in health care section especially hospitals, enhances the need of analyzing different strategies in economic terms. One of the solutions for the optimal use of financial resources and potentials in hospitals and health care centers is using elements of the marketing mix. In this way we could make the best use of the resources...
متن کاملEvaluating the Components of Marketing Mix (7Ps) of Iran’s Volleyball Super League
The aim of this study is to evaluate the sport marketing mix and its seven elements (product, price, promotion, place, public relations, people, and physical evidence) in Iran’s volleyball super league from the viewpoint of ministry of sport and volleyball federation managers in two conditions, namely existing and optimal. For this purpose, 102 subjects, among them the official staffs in ...
متن کاملThe Marketing Mix and Development of Medical Tourism in Shiraz
INTRODUCTION In recent years, medical tourism market has been raised as one of the income-earning and competitive industries in the world and is considered as a modern field of advanced tourism. Therefore, a great number of countries are seeking to develop this type of tourism and one of the strategies for developing this industry is using the marketing mix elements. METHODS This study was a ...
متن کاملpreparation and designing a checklist for health care marketing mix, with medical tourism approach
introduction: increasing pressure on available funds in health care section especially hospitals, enhances the need of analyzing different strategies in economic terms. one of the solutions for the optimal use of financial resources and potentials in hospitals and health care centers is using elements of the marketing mix. in this way we could make the best use of the resources and cause a retu...
متن کاملCompiling a Marketing Strategic Plan for Iran's Student Sports Federation
The present research has aimed to compile a strategic marketing plan for the Student Sports Federation. Using a mixed research method, the study took a qualitative and quantitative approach. In the qualitative phase, the statistical population of this research consisted of the Student Sports Federation managers and officials, university professors and experts on students' sports (16 individuals...
متن کاملمنابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ذخیره در منابع من قبلا به منابع من ذحیره شده{@ msg_add @}
عنوان ژورنال
دوره 20 شماره 57
صفحات 169- 186
تاریخ انتشار 2020-06
با دنبال کردن یک ژورنال هنگامی که شماره جدید این ژورنال منتشر می شود به شما از طریق ایمیل اطلاع داده می شود.
کلمات کلیدی برای این مقاله ارائه نشده است
میزبانی شده توسط پلتفرم ابری doprax.com
copyright © 2015-2023