علی بنسبردی

The purpose of this research was to analyze the mental patterns of experts regarding the problems of the country's national sports brand. This research was of a mixed type from the point of view of purpose, application, and due to the use of Q methodology. In the first stage, using a targeted sampling method with 14 people from sports management, sports marketing management, branding experts, experts and experts in the field of public diplomacy and sports, experts in the field of public and sports tourism and media people. An interview was conducted to determine the cue expressions. After this stage, it was time to identify the mentalities with the quantitative method and with the help of Q factor analysis technique. In the current research, the number of participants was 29 people, they arranged the Q expressions in a non-probabilistic manner. Using Varimax rotation and exploratory factor analysis, the above factors were categorized using SPSS version 22 software. The findings showed that seven mental patterns "legal environment and restrictive governance", "tendency to improper management", "external pressures and sanctions", "absence of free markets", "weak sports cultural structure", "economic problems" and capitalism" and "the weakness of the country's sports media" regarding the problems surrounding the country's national sports brand. In a general conclusion, it should be stated that the sports structure of the country has not been able to explain its brand well in the country and present it as a national brand both domestically and internationally,

The advent of social media in the last decade has changed the speed and scope of communication and interaction between individuals and organizations around the world and has also affected the way we behave and communicate with others. Comparing to the offline environment, the online environment offers more opportunities for interactive and personal marketing. Nowadays, brands use social media extensively to attract customers and have expanded in social networks, Which is one of the used strategies to increase the fans and using their club customers for getting more customers. Linking brand communities to social media leads us to the concept of brand communities created on social media, which is a subset of the broader concept of "virtual communities" or online brand communities. Brand communities also provide brand information to members of the community and help the organization to build a strong brand; At the same time, brand communities help to share information, to continue brand history and culture, and help consumers to promote loyalty. Social media plays a key role in making relationships between existing and potential customers and promoting their loyalty. The issue of loyalty is important, because it can be said that the most important property of many companies are their loyal customers. Various factors and variables play a role in creating loyalty. The results of previous research have shown that to what extent social media has a role in attracting customers and raising their demands, and as a result, increasing level of loyalty. This can also be true for Iranian sports clubs, but it needs a scientific study. In this study, the components of opinion seeking (user characteristics) and entertainment value (content features) of club's social media, participation and customer interaction in the club's social media and online brand social identity with loyalty were examined. The brand literature and research background have not paid enough attention to the relationship between these components and customer loyalty and there is still no coherent framework for it. Given this content and the importance of promoting loyalty, the researcher in this study examined the role of social media on online brand community identification and loyalty of sports club customers. The research method is descriptive and correlation kind, which was performed in the field form and is in the category of applied research. The instrument used in this research was the Yoshida et al. (2018) questionnaire, which includes this sections: demographic questions and specialized questions, including opinion seeking (user features) with 3 items, entertainment value (content features) With 3 items, online brand social identification with 3 items, social media interaction with 7 items and customer loyalty with 3 items. The statistical population of the study included the customers of fitness and aerobics clubs in Mashhad, which had active social media such as Instagram, Telegram and the website, and presented special activities to attract and interaction their customers on these pages. G-Power software was used to determine the sample size. Based on the software output, the statistical sample size should be 197 people. The research questionnaire was designed online and posted on the clubs' social media, and finally 190 complete questionnaires were received, which was acceptable considering the 95% return rate. Structural equation modeling was used to analyze the data. Findings showed the Cronbach's alpha value and the combined reliability were higher than 0.7 and the factor loading of all items was greater than 0.4, indicating the reliability of the measurement model. The AVE value for all components was greater than 0.5, indicating the convergent validity of the measurement model. Fornell-Larker test also showed that divergent validity of the research model is appropriate that. In the structural model, T values were greater than 1.96, which indicates the significance of the path coefficients, and R2 also greater than 0.36, which confirms the quality of the structural model. Also, the value of GOF was 0.61, which indicates a strong fit of the model. Based on the test results of the research model there was a significant relationship between opinion seeking(user characteristics) of club's social media and participation in social media, there was a significant relationship between opinion seeking and Online brand community identification, there was a significant relationship between opinion seeking and customer loyalty. There was a significant relationship between entertainment value (content features) of club's social media and participation in social media, there was a significant relationship between entertainment value and Online brand community identification, there was a significant relationship between entertainment value and customer loyalty. There was a significant relationship between participation in social media and Online brand community identification. There was a significant relationship between participation in social media and customer loyalty. Finally there was a significant relationship between Online brand community identification and customer loyalty of fitness and aerobics clubs in Mashhad. Therefore, the ability to opinion seeking and entertainment value of club's social media is effective in customer online brand social identification and loyalty. Also as the level of interaction and participation among customers increases, long-term relationships will be formed between them, the online brand social identification will be strengthened, and ultimately the level of customer loyalty will increase. It is necessary for managers to be more careful in using these media and networks because it is a good platform to retain customers and attract new customers. In this regard, it is recommended to club managers: use the Instagram social network because it is used more by customers and on the other hand provides the conditions for communication and two-way interaction, and also attractive visual content can be sent through it. Produce and publish quality content related to the conditions of the club and prevent from providing unrelated content, which will reduce the attractiveness of the page. One of the best and fastest ways to increase customer engagement and participation in social networks is to hold a competition, so by creating various competitions and challenges with the presence of famous people, you can increase the number of visits and interactions in the social network and attractiveness of your page.

This study aimed to investigate the relationship between sensory marketing and customer satisfaction and loyalty of luxury sports clubs.

The study's statistical population includes all customers of luxury sports complexes and clubs in Mashhad. Using stratified random sampling method and with the help of G-Power software, which is a software for determining the number of samples, 149 people were selected as a statistical sample. The questionnaire with three sections of sensory marketing, loyalty, and satisfaction was used to collect information. This questionnaire contained 13 questions in the sensory marketing section, four questions in the loyalty section, and four questions in the satisfaction section. Each was set as a range of 5 Likert options. Ten professors of sports management confirmed the validity of the questionnaire. Cronbach's alpha also confirmed the reliability of the tool. Spearman test and structural equation modelling in PLS software were used to analyze the data. The results showed a positive and significant relationship between the dimensions of sensory marketing with satisfaction and loyalty. There is also a positive and meaningful relationship between satisfaction and loyalty. Sensory marketing consisting of sensory, emotional, behavioral, mental, and social experiences plays an essential role in customer satisfaction.

The results show that sensory marketing promotes loyalty among athletes in luxury sports clubs by creating satisfaction.

Factors such as the appearance of the product should be considered because aesthetic features affect both emotions and perceptions of quality. sensory marketing, consisting of sensory, emotional, behavioral, mental, and social experiences, has an important role in customer satisfaction.

The aim of this research was to examine the influence of brand equity and fan's team identification on the brand extension of Esteghlal and Persepolis Football teams. This research was a kind of descriptive and survey. The statistical population consisted of fans of Esteghlal and Persepolis football teams. The statistical sample consisted of spectators of matches between two teams on 23 November 2014. Sampling was random and based on the Morgan table, 400 questionnaires were distributed between spectators and 340 complete questionnaires were gathered. The research tool was a questionnaire with 3 parts: Brand equity, Fan's Team Identification, and Brand extension. Before performing, the reliability and validity of the questionnaire were reviewed and approved. Confirmatory factor analysis was used for construct validity and the structural equations Model in Lisrel software was used for examining the relationships and offering the research model. The model test results showed that the Model fit with data was good and the Impact coefficients of brand equity on fan's team identification (0.74), brand equity on brand extension (0.54), and fan's team identification on a brand extension of Esteghlal and Persepolis football teams (0.46) was significant. Totally it can be said that brand equity and fan's team identification are two important factors influence brand extension that club managers should have tried to improve for the success of brand extension.

The main purpose of this study was Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team.

Method of study was experimental and there were one control group and four experimental groups. The statistical population of research was students of Sport Sciences faculty of Ferdowsi University who were in fan of Perspolis. The total population of the study was 461 students. 100 people who were fans of Perspolis were selected. The questionnaire was distributed in two stages. First, the questionnaire was distributed among all fans and in the second stage, they divided into 5 groups of 20 people. The control group responded to the questionnaire without reading any scenarios and the 4 experimental groups responded to the questionnaire after reading each of the scenarios.

Results showed that changes in the scores of the control group did not exist, but positive scenarios increased brand equity of Persepolis and negative scenarios reduced brand equity of them.

Comparing the scores of the four scenarios, it realized that the loss of players, team success, attract star players and the possible failure had the greatest impact on brand equity of Persepolis. As a result, Persepolis managers for increasing brand equity have to focus on these factors more.

The main purpose of this study was Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team. Method of study was experimental and there were one control group and four experimental groups. The statistical population of research was students of Sport Sciences faculty of Ferdowsi University who were in fan of Perspolis. The total population of the study was 461 students. 100 people who were fans of Perspolis were selected. The questionnaire was distributed in two stages. First, the questionnaire was distributed among all fans and in the second stage, they divided into 5 groups of 20 people. The control group responded to the questionnaire without reading any scenarios and the 4 experimental groups responded to the questionnaire after reading each of the scenarios. Results showed that changes in the scores of the control group did not exist, but positive scenarios increased brand equity of Persepolis and negative scenarios reduced brand equity of them. Comparing the scores of the four scenarios, it realized that the loss of players, team success, attract star players and the possible failure had the greatest impact on brand equity of Persepolis. As a result, Persepolis managers for increasing brand equity have to focus on these factors more.

The purpose of this research is to develop a model of the impact of service quality, brand’s social identity and the attachment to the team on the loyalty of Iranian Premier League football team’s fans.

This is an applied study of descriptive-correlation type. The statistical population of this study consisted of the fans of the selected Iranian Premiere Football League. A probability clustering method was used for sampling. Azadi football stadium of Tehran, Imam Reza football stadium of Mashhad, Yadegar Imam Football stadium of Tabriz and Naghsh Jahan football stadium of Isfahan were selected and the questionnaires were distributed in the 12th week of the tournament (2018-2019 season) between fans in above named stadiums. 400 questionnaires were distributed equally in four stadiums and finally, 387 full questionnaires were received and this number was considered as a statistical sample of the research. A researcher-made service quality questionnaire, brand’s social identity questionnaire of Boyle and Magnusson (2007), fans’ attachment questionnaire of Yoon, Petrick, & Backman (2017) and fans’ loyalty questionnaire of Tachis and Tzetzis (2015) were used for gathering information. Structural equation model and LISREL software were used to review and test the hypotheses.

The result showed that brand’s social identity has a significant positive effect on the attachment and loyalty of fans (P˂ 0.05). The attachment of fans also has a significant positive effect on their loyalty (P˂ 0.05).

It is concluded that for enhancing fan's loyalty, managers of football teams should notice to service quality as a key factor.

Athletes' moralism in sports fields is one of the important issues in every society. The aim of this research was analyzing the ethical attitudes of athlete students: The role of religiosity, gender and type of sport. The research method was descriptive and correlation kind that was conducted as survey. The statistical population of research was Male and Female Athletes of the 14th National Student Sport Olympiad that held in Shiraz in 2018. Statistical population size was 4100 members. According to the sample size determination formula in analytical research, the sample size was estimated at 194 people and after collecting data, 196 full questionnaires were returned and the same number was selected as the statistical sample of the study. Sampling method was available. The research tool was the Lawrence Questionnaire (2013) which after translation and localization, formal and content validity of its was approved by ten sports management professors. Cronbach's alpha coefficient of ethical attitude questionnaire was 0.73 and Religiosity questionnaire was 0.74 which indicates the reliability of the questionnaire. Descriptive statistics was used for describing demographic features and in section of inferential statistics; Kolmogorov-Smirnov test, independent sample t-test and structural equation modeling were used. The results showed that athletes' ethical attitudes were not significantly different based on gender and type of sport, but in the component of honesty, there was a significant difference based on gender and type of sport. In the justice component there was also a significant difference based on type of sport. Also, the results showed that religiosity has a significant effect on all components of ethical attitude of athlete students. Based on the results of the research model, it can be concluded that religiosity is an effective and educative factor for creating ethical attitudes in athletes

The purpose of this study is to investigate the effect of brand, design and price on the perceived quality and re-intention of consumers to buy sport brand shoes. This is an applied research conducted as a descriptive correlational study in field form. The statistical population of this study included all physical education students across different educational levels in Iran. In this research, 720 questionnaires were collected by random cluster sampling. Structural Equation Modelling (SEM) with PLS software was used to analyse the data of this research. The results of this study show that design with a coefficient of 0.36, price with 0.27, and brand with 0.26 have a significant effect on quality perceived by customers. The results of this research also show that perceived quality with an effect coefficient of 0.49 has a significant effect on customers’ purchase intention. Generally speaking, it can be concluded that the components of design, price, and brand of sport shoes for Iranian physical education students are very important. Famous brands in the world need to pay particular attention to these components to tap into this lucrative market in Iran and increase their re-purchasing intention by influencing consumers’ perceived quality.

The aim of the current study was to investigate satisfaction and the perceived service quality and intent to return in sport tourists of a sport event. This study was descriptive correlation conducted as a field. The statistical sample consisted of 350 tourists who attended the national competitions of a traditional wrestling in Esfarayen city. Shonk (2006) questionnaire was used to collect data. Confirmatory factor analysis was used to determine the construct validity of the questionnaire and Cronbach’s alpha coefficient was applied to determine the reliability of different sections of the questionnaire. Kolmogorov – Smirnov test was used to determine the normality of the data distribution. Pearson correlation coefficient was used to determine the relationship among variables and structural equation modeling (SEM) was used to provide the model and explain the relationship between dependent and independent variables using LISREL software. The results showed that contest quality, access quality and place quality respectively had the highest effect on satisfaction and intent to return in sport event tourists. Presenting sport tourism service quality model can offer guidelines for managers who intend to benefit most from sport tourism events.

The purpose of this study was to investigate the effect of transformational leadership on human resource efficiency with respect to the mediator role of psychological empowerment in the Ministry of Sport and Youth. The statistical sample of this study consists of 308 senior executives and staff of the Ministry of Sport and Youth. This is an applied and descriptive survey study. For collecting data, the questionnaires such as Hersey & Goldsmith’s (1980) human resource efficiency, Bass’s (2003) transformational leadership, and Spreitzer’s (1995) psychological empowerment were applied which the validity and reliability were confirmed. Structural equations model and Lisrel software were used to test the hypotheses. The results of this research indicate that the transformational leadership has a positive effect on psychological empowerment and workforce efficiency. Also, psychological empowerment has a positive effect on workforce efficiency and a partial mediator role in the relationship between transformational leadership and human resource productivity. Therefore, transformational leadership and psychological empowerment and their dimensions can be effective factors in improving the workforce efficiency.

The aim of this study was to analyze and prioritize the brand extension success factors in football clubs from the experts' viewpoints. The method of the study was descriptive and analytical. The statistical population consisted of university professors with expertise in sport and brand marketing, members of marketing committee of Football Federation and the managers of the football clubs. Sampling method was theoretical. Totally, respondents included 11 sport management professors, 3 business management professors, 4 club managers and 3 members of marketing committee if the Football Federation (n=21). Interview was used in factor identification phase and pairwise comparisons questionnaire was used in the prioritization phase. AHP method was used to prioritize factors. The results showed that according to the experts' viewpoints, brand equity, rules, fans’ team identification and marketing actions were the success factors of brand extension in football clubs. Brand equity factors that affected brand extension of the clubs included factors associated with team (success, star player and head coach), organization (club history, league level and sponsor) and market (geographic area, media coverage and competition level). Marketing actions included fitness, quality and proper promotion.

The aim of this study was the Determination of the Relative Contribution of staff performance by internal marketing. It was a descriptive and correlational research. Statistical population of this study was all employees of the sports and youth offices in ‎Khorasan Razavi province. Sampling method in selection of offices was purposeful and in selection of employees was total number type and ‎altogether 120 questionnaires were collected. Research tool was Paterson's job performance questionnaire and Bansal's internal marketing questionnaires. ‎ The validity of questionnaires after translation and localization was approved by 10 of sport ‎management professors.‎ Reliability of questionnaires using Cronbach's alpha coefficient for Paterson's job performance questionnaire (0.97) and for Bansal's internal marketing questionnaire (0.94) was obtained. Data analysis at both descriptive and inferential level (kolmogorov - smirnov test, pearson ‎correlation coefficient, multiple regression) was measured. The result of research showed that there is a significant relationship between internal marketing and staff performance (r= 0.74, p<0.01). Also the ‎result of multiple regression test showed that that ‎‎3 components: occupational safety, information sharing and staff empowerment are significant predictors for job performance. According to the results, generally internal marketing can improve the staff performance.

Nowadays, Internet has become a widespread context for business and a media for marketing. The purpose of this study was to investigate the online shopping style of sport products from virtual networks and online stores. The research follows a descriptive methodology and is of survey kind. The statistical population of the study was the members of Telegram Channels and Instagram pages of three stores namely Football Shop, Iran Sporter and Marial Spartan; 385 members of these channels and pages completed the questionnaire thoroughly. Data gathering tool was Lee (2012) questionnaire; the formal and content validity of the questionnaire was confirmed by 12 sport management specialists and reliability of the questionnaire was also obtained using Cronbach's alpha coefficient (0.89), indicating the appropriate reliability for questionnaire. Descriptive statistics was used for describing the demographic characteristics, Kolmogorov-Smirnov test for the investigating normal distribution of the data, Topsis model for ranking the various shopping styles, and Manova test for comparing different types of shopping styles based on the demographic characteristics. The results showed that from the consumers' point of view, the quality component and the price were the most important items. Items such as impulse, loyalty, brand, recreation, confusion, fashion, and endorsement had a low priority. The results also showed that there is a significant difference between all components of shopping style of respondents based on the demographic variables including age, gender, marital state, education, and income.

The aim of this study was to investigate the effect customer knowledge management and perceived value on customer loyalty in sports clubs of the city of Mashhad. This study was a descriptive survey. The study population consisted of persons who exercised in sports clubs in Mashhad. Cluster sampling method was used and data were collected from various clubs in 13 districts in city of Mashhad (N=382). The research instrument was a questionnaire consisting of three parts related to knowledge management, perceived value and loyalty. Validity and reliability of the questionnaire were reviewed and approved before use. Confirmatory factor analysis and structural equation modeling with LISREL software were used respectively to evaluate the construct validity and to present the research model. The results of the research model showed that goodness-of-fit of models to data is good. Overall, the results showed that knowledge for the customer with coefficient effect of 0.59 and social value with coefficient effect of 0.42 have had the most effect on athletes' perceived value and perceived value with coefficient effect of 0.90 had a significant effect on customer loyalty in sports clubs. In a general conclusion of the study results, it can be claimed that the application of knowledge management and its components in sports clubs is a very important factor and thus must be taken into account. Reinforcing this concept may pave the way for enhancing athletes' perceived value and also their senses of loyalty.

The aim of this re search was determin ing the relation ship bet ween internal communicat ion effect iveness and change acceptance in staff of physical education faculties of Tehran Universities. Method of the research is correlation kind. The statistical popula tion was all staff of physical education faculties of Tehran Universities (in general: 81 people). For sample mak ing the total number of sampl ing were used and totally 80 questionn aires were gathered. Internal communicat ion effective ness questionn aire of Shall anberger (2009) and change acceptance questionnaire of Elving (2009) for collecting data were used. Ten sports manage ment professors were confirm validity of questionn aires and re liability of questionn aires also was calculat ed by Cronbach ’s alpha coefficient (Internal communicat ion effectiveness questionnaire: 0.78, Change acceptance questionnaire: 0.85). The analysis of data was assessed in two distinct levels: descriptive and inference (Kolmogorov smirnov Test, Linear regression). Results showed that the relationship between internal communication effectiveness and Support for change, Willingness to cooperation in change and change acceptance in staff of physical education faculties of Tehran Universities is significant. According to the research results it can be said that for increasing change acceptance in staff, administrators of physical education faculties must improve the communication effectiveness and thereby increase the possibility of success of change programs.

The aim of this study was modeling factors influencing brand extension in Iran professional football clubs. The research method was descriptive and survey. The statistical population consisted of sport management postgraduate students of Iran universities. Sampling was conducted by multistep cluster method and data were collected from universities in Tehran city, Ferdowsi University of Mashhad, Isfahan University and Razi University of Kermanshah (n=300). A questionnaire with 5 parts (brand equity, fan team identification, rules, marketing activity and brand extension) was used to collect data. The reliability and validity of the questionnaire was reviewed and approved before it was used. Confirmatory factor analysis was used to examine construct validity and the structural equation modeling in Lisrel software was used to offer the research model. The model test results showed that model fit with data was good and impact coefficients of rules (0.5), brand equity (0.37), marketing activity (0.27) and fan team identification (0.17) were significant on brand extension of professional football clubs.

The aim of the present study was to investigate the relationship between brand identity and team identity of fans of Iran football premier league teams. This study was descriptive correlation that was conducted as field. The population included all fans of Iran football premier league teams. In this study, cluster random sampling method was used: Iran was divided into 5 regions, and then needed information of the study were collected. This study used a questionnaire that included 4 parts to collect data related to the study variables. Validity and reliability of the questionnaire were investigated and confirmed before it was used in the study. Confirmatory factor analysis was used to investigate construct validity. Pearson correlation coefficient was used to investigate the relationship among the study variables and structural equations modeling by LISREL software was used to provide the study model. The results showed that differentiation, validity and similarity of brand identity (impact factor of 0.48, 0.39 and 0.22) respectively had the maximum and minimum effects on brand identity attractiveness of Iran football premier league clubs and the brand identity attractiveness (impact factor of 0.82) had the maximum effect on creating the team identity of fans.

The aim of this study was to analyze strengths, weaknesses, opportunities, and threatens, determining the strategic position and formulating the strategies of Islamic republic of Iran Chess Federation.
The research method is descriptive in the field of the strategic studies. In this study, a combination of qualitative and quantitative methods was used. For gathering data, in addition to research meetings and interviews with members of the strategic committee, SWOT questionnaire with open questions, the strategic positioning questionnaire, and TOWS questionnaire were used. Statistical population of this study includes chess federation executive board, heads of federation committees, heads of provincial board, the elite of sport and management (N=59). 32 members were selected for Statistical sample. Sample members were selected using theoretical sampling. For the analysis of data, descriptive statistics, internal and external factors evaluation matrix, SWOT matrix, and TOWS matrix were used.
Findings of the research showed that chess federation had 10 strengths, 12 weaknesses, 10 opportunities, and 8 threaten. Efficient management of the federation and full-time employees in federation were the main strengths. Poor public relations of federation were the main weaknesses. Plenty of talent in the children and teenagers was the main opportunity. Lack of media attention, especially TV and radio, was the main threaten. Based upon the internal factors evaluation matrix (2.25) and external factors evaluation matrix (2.36), it was shown that the strategic position of chess federation was in WT area.
Finally, based upon the research results, developing the marketing plan, the use of available opportunities to attract sponsors, and developing legal - executive system were identified as the most important strategies of chess federation.

The purpose of the research was to identify factors influencing brand extension in premier football clubs. Method of the research was qualitative and grounded theory kind and the needed data were obtained from the library studies and interviews with experts. The statistical population consisted of University professors who weree expertise in sports marketing and branding, Marketing Committee members of Football federation and Premier League football club managers. Sampling was theoretically and interviews continued until saturation point (16 interviews). Totally 43 factors were identified that influence brand extension in premier football clubs and categorized to 4 main groups: Brand equity, Fan Team Identification, Marketing activity and Rules. Also, brand association attributes, brand association benefits, brand association attitudes and brand loyalty were 4 factors of football clubs brand equity and marketing activity based on marketing mixed consisted of product, price, place and promotion.

The purpose of current research was to evaluate the dimensions of quality of services and to investigate the relationship between these dimensions to loyalty in the sport tourists of Mashad aquatic parks. The research instrument was "Liu" Standard Questionnaire that after translation and localization was distributed among 12 sport management professionals familiar with sport tourism for the face validity. Coronbach's Alpha was used to determine the reliability of the questionnaire (α=0/84).The statistical population was all the people who has traveled in May 2013 to Mashad with the primary or secondary aim to attend the aquatic parks. 384 participants were selected as the statistical sample based on Morgan's statistical table. The sampling method was Quota sampling. Smirnov- Kolmogrov test and Pearson Correlative test were used to assess the research elements normality and the relationship between research variables, respectively. According to the results there is a significant difference between Service quality aspects (tangibles, reliability, responsiveness, assurance, empathy). Besides there is a significant relationship between service quality and loyalty. All the aspects of service quality except "tangible" aspect have a significant positive correlation with loyalty too. Qualified services has a vital role in survival and profit- making of service industries. The results of current research well informs the aquatic parks managers of the importance of all the dimensions of service quality and trying to improve it for increasing customer's loyalty.

The aim of this study is determining the relationship between tourist's constraints and their satisfaction in Tehran's ski resorts. The study was a descriptive study and correlation kind, and conducted as a field study. The statistical population was all tourists of Tehran's ski resorts, including: Tochal, Dizin, Shemshak and Abali. According to estimates from the managers of ski resorts, the statistical population approximately was considered ten thousand. 370 people selected as sample by using Morgan table. A total of 400 questionnaires was distributed and 362 acceptable questionnaires was returned. To gather information, Questionnaire of Wei-Ku Yeh (2008) was used. For data analysis, we used descriptive statistics to determine the frequencies, percentages and mean and standard deviations. Inferential statistics including confirmatory factor analysis, One-Sample Kolmogorov-Smirnov Test, Pearson correlation and multiple regressions was used simultaneously. Survey findings showed that there is a negative significant relationship between tourist's constraints and satisfaction(r=0.31, P= 0.001). From Dimensions of tourist constraints, the intrapersonal constraints were stronger predictor for tourist's satisfaction.

This study examined the relationship between tourist's motivations and satisfaction in Tehran ski resorts. The study was a descriptive study and of correlation kind and conducted as a field study. The statistical population consisted of all tourists of Tehran ski resorts (Dizin, Shemshak, Tochal and Abali). According to the estimates of the managers of these ski resorts, the statistical population was approximately considered 10,000 subjects. 370 tourists were selected as the sample using Morgan table. A total of 400 questionnaires were distributed and 362 acceptable questionnaires were returned. To gather data, a questionnaire from the doctoral dissertation of Wei–Ku Yeh (2008) was used. For data analysis of demographic features, descriptive and inferential statistics including confirmatory factor analysis, Kolmogorov–Smirnov test, Pearson correlation coefficient and multivariate regression were used. Findings showed a positive significant relationship between tourist's motivations and satisfaction. Among the dimensions of tourist's motivation, the professional skill was a stronger predictor of tourist's satisfaction.