1
Master of Sports Sciences, University of Mazandaran, Babolsar,Iran
2
university of mazandaran
3
Mazandaran University Babolsar
4
Assistant professor, University of Art
10.22034/aej.2020.253714.2379
Abstract
Regarding the importance of sports tourism and social marketing, this study investigated the role of social marketing in tourism of horse riding in Golestan province. The present study was quantitative, conducted through a survey method and was applied in terms of purpose. Data collection was done by field survey through a questionnaire. The statistical population of the study consisted of horse-riding audiences including tourists (inactive and spectators in this sport) in Golestan province. To measure the research variables, a social marketing questionnaire consisting of 39 questions and 7 components (participation cost, suggestion, motivational context, accessibility, social communication, customer orientation, and public) with 5 Likert range was used, extracted from . Factor analysis and path analysis were used to analyze the data in the inferential statistics section. For correlation and model fit, SPSS21 and Smart PLS3 were used respectively. The results showed that Cronbach's alpha and composite reliability of all variables were above 0.7 and factor loadings coefficients between indices (questions) and constructs are more than 0.4, so the model is well-fitted. Participation cost, motivational context, accessibility, social communication, and customer orientation were identified as influential factors in the model outputs. Therefore, the relevant authorities of Golestan province should consider these factors in order to develop horse riding and have a specific plan for their improvement.
Barzegar Masom abadi, E., tabesh, S., farzan, F., & Amirnejad, S. (2021). The role of social marketing in the development of sport tourism Case study: Horse Riding in Golestan Province. Journal of Animal Environment, (), -. doi: 10.22034/aej.2020.253714.2379
MLA
Elham Barzegar Masom abadi; saeid tabesh; farzam farzan; Saeed Amirnejad. "The role of social marketing in the development of sport tourism Case study: Horse Riding in Golestan Province". Journal of Animal Environment, , , 2021, -. doi: 10.22034/aej.2020.253714.2379
HARVARD
Barzegar Masom abadi, E., tabesh, S., farzan, F., Amirnejad, S. (2021). 'The role of social marketing in the development of sport tourism Case study: Horse Riding in Golestan Province', Journal of Animal Environment, (), pp. -. doi: 10.22034/aej.2020.253714.2379
VANCOUVER
Barzegar Masom abadi, E., tabesh, S., farzan, F., Amirnejad, S. The role of social marketing in the development of sport tourism Case study: Horse Riding in Golestan Province. Journal of Animal Environment, 2021; (): -. doi: 10.22034/aej.2020.253714.2379
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