The Roles of Mass Media in Development of Sports Tourism Marketing

The aim of the present study is to examine the attitude of Managers and Specialists in sport, tourism and sports media towards the role of mass media in sport tourism marketing in the province of Tehran. Research samples are comprised of the Managers and Specialists in sport, tourism and sports media who work in Tehran Province. Research tools are based on a standardized questionnaire that was used only after being confirmed of its validity and reliability (α: 86). Data from 267 questionnaires returned were analyzed by SPSS V.21 and Amos V.21 software using Kolmogorov–Smirnov, Kruskal-Wallis, Friedman, Exploratory Factor Analysis (EFA) and confirmatory factor analysis (CFA). Kolmogorov - Smirnov Results showed the data distribution was not normal. Friedman test results showed that, among other media, TV have more effective role in sports tourism marketing from viewpoint of the three groups. Moreover, considering the discussion of the factors, advertising the Events and Attractions in order to attract tourists after being selected as the host with a factor loading of 0.88 and encouraging Tourism Agencies to use sports and entertainment activities In the Tourism packages with a factor loading of 0.75 have the highest role in the development of sports tourism marketing.