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Impact of Tourist Participation on the Performance of Sports Tourism Complexes in Guilan Province through the Mediation of Green Product Innovation | ||
| مطالعات بازاریابی ورزشی | ||
| دوره 6، شماره 3 - شماره پیاپی 23، مهر 1404، صفحه 67-85 اصل مقاله (1.3 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/sms.2025.142703.1443 | ||
| نویسندگان | ||
| Ali Nazarian1؛ Nazanin Ghasemi2؛ Reza Hosseinvand3؛ Behnam Asheghi* 4؛ Maryam Salehi Golbaghi5 | ||
| 1Sport Sciences Department, Faculty of Literature and Human Science, Lorestan University, Khorramabad, Iran | ||
| 2PhD Student in Sports Management, University of Guilan, Rasht, Iran | ||
| 3PhD in Sports Management, Department of Sports Management, Faculty of Physical Education and Sports Sciences, Mazandaran University. Sari, Iran | ||
| 4Assistant Professor, Mazandaran Institute of Technology, Babol, Iran | ||
| 5Master's Student, Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, Tehran, Iran | ||
| چکیده | ||
| This study investigates the impact of tourist participation on the performance of sports tourism complexes in Guilan Province, with green product innovation as a mediating variable. Given the concurrent expansion of the tourism industry and the paramount importance of sustainable development, this research addresses a critical intersection. The research is applied in purpose, descriptive-correlational in nature, and field-based in execution. The statistical population included managers and experts of tourism complexes, organizers of sports tourism tours, and adventure sports tourists in 2023. Data were collected using standardized questionnaires measuring customer participation, green product innovation, and sports tourism complex performance. Reliability was confirmed via Cronbach's alpha and composite reliability, while face and content validity were established by a panel of 13 sports management professors. Data were analysed using path analysis with PLS-SEM (version 4). The results demonstrated that tourist participation significantly directly affects both the performance (t = 2.783) and green product innovation (t = 33.004) of the complexes. Furthermore, green product innovation itself had a significant direct effect on performance (t = 10.313). Crucially, the mediating role of green product innovation in the relationship between tourist participation and performance was confirmed and statistically significant (t = 9.138). This study concludes that fostering tourist participation and integrating green product innovation are essential strategies for enhancing the performance of sports tourism complexes, leading to greater environmental compatibility and economic development. | ||
| کلیدواژهها | ||
| Tourist Participation؛ Tourism؛ sports Tourism؛ Green Product Innovation؛ Guilan Province | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 318 تعداد دریافت فایل اصل مقاله: 78 |
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