Codification Model of Sports Tourism in Isfahan Based on Market Segmentation Approach

Abstract

This research is a survey study in terms of type and applied in terms of objective. Field method also was used to collect the data in this research. The research population included 100000 sports tourists and top managers of Isfahan Sport and Youth General Directorate, Isfahan Sport and Youth Department, Isfahan Cultural Heritage and Tourism Organization, Isfahan Sport Board Heads, Physical Education Department Professors, and Marketing and Tourism of Isfahan Azad and State Universities (n=81). Delphi technique was used to develop the questionnaire. In descriptive statistics section of this research, frequency, percentage, mean and standard deviation were used based on the questionnaire. In the inferential section, the exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) methods were used to determine the importance and identification of the important factors in sports tourism based on sustainable development with a market segmentation approach from the viewpoint of the research subjects. The advanced method of factor analysis was used in multivariate analyses. Its main function is determining the weight or importance of factors. Moreover, multivariate analysis of variance (MANOVA) was used to evaluate the interactive effects of demographic characteristics. PLS method was also used to establish the relationship between dependent and independent variables. The model fit was also assessed. In order to provide a basis to compare the views of experts with those of sports tourists, questionnaires of these two groups were encoded separately and the collected data were presented using spss21 software.

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