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ارائه الگوی توسعه اکوسیستمی ورزش و سیاحت با نقش میانجی تجارت الکترونیک | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 9، دوره 12، شماره 2 - شماره پیاپی 46، بهمن 1403، صفحه 145-158 اصل مقاله (828.72 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2024.70710.1841 | ||
| نویسندگان | ||
| علیرضا اسفندیاری* 1؛ نسرین عزیزیان کهن2؛ مهرداد محرم زاده3 | ||
| 1. دانشجوی دکتری، گروه مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران. | ||
| 2دانشیار، گروه مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران. | ||
| 3استاد، گروه مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران. | ||
| چکیده | ||
| The aim of the present study is to present a model of developing a sports and tourism ecosystem with the mediating role of electronic commerce. This research was quantitative and applied in terms of purpose with a survey approach. The statistical population consisted of experts and professionals in sports management, including a combination of sports managers, tourism experts, and e-commerce specialists related to sports and ecosystem (a total of 70 individuals). Considering the researcher's access to the list of individuals in the population, the sample size was determined to be 59 individuals based on the Morgan table. Sampling was done using purposive sampling and with the use of the theoretical saturation index. The data collection tool was a researcher-made questionnaire that included three variables: development of the sports ecosystem, tourism, and electronic commerce. Additionally, Cronbach's alpha coefficient was used to assess reliability, which showed desirable values for all three variables and the overall questionnaire, with values of 0.81, 0.79, 0.82, and 0.80, respectively. Structural-interpretive modeling approach was used with the (PLS3) software. The tests used included tests for normality, standard deviation, significance, and correlation. The analysis results showed a significant relationship between electronic commerce and tourism. Furthermore, there was a significant relationship between the development of the sports ecosystem and electronic commerce. However, there was no significant relationship between the development of the sports ecosystem and tourism, and the mediating role of the electronic commerce variable in the relationship between the development of the sports ecosystem and tourism was confirmed. | ||
| کلیدواژهها | ||
| توسعه"؛ اکوسیستم ورزشی"؛ گردشگری"؛ "؛ تجارت الکترونیک | ||
| عنوان مقاله [English] | ||
| Presentation Of The Sports And Tourism Ecosystem Development Model With The Mediating Role Of Ecommerce | ||
| نویسندگان [English] | ||
| alireza esfandiari1؛ Nasrin Azizian kohan2؛ Mehrdad Moharramzadeh3 | ||
| 1Ph.D. Student Department of Sports Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabil, Ardabil, Iran. | ||
| 2Associate Professor, Department of Sports Management, Faculty of Education Sciences and Psychology, University of Mohaghegh Ardabil, Ardabil, Iran. | ||
| 3Professor Department of Sports Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran. | ||
| چکیده [English] | ||
| The aim of the present study is to present a model of developing a sports and tourism ecosystem with the mediating role of electronic commerce. This research was quantitative and applied in terms of purpose with a survey approach. The statistical population consisted of experts and professionals in sports management, including a combination of sports managers, tourism experts, and e-commerce specialists related to sports and ecosystem (a total of 70 individuals). Considering the researcher's access to the list of individuals in the population, the sample size was determined to be 59 individuals based on the Morgan table. Sampling was done using purposive sampling and with the use of the theoretical saturation index. The data collection tool was a researcher-made questionnaire that included three variables: development of the sports ecosystem, tourism, and electronic commerce. Additionally, Cronbach's alpha coefficient was used to assess reliability, which showed desirable values for all three variables and the overall questionnaire, with values of 0.81, 0.79, 0.82, and 0.80, respectively. Structural-interpretive modeling approach was used with the (PLS3) software. The tests used included tests for normality, standard deviation, significance, and correlation. The analysis results showed a significant relationship between electronic commerce and tourism. Furthermore, there was a significant relationship between the development of the sports ecosystem and electronic commerce. However, there was no significant relationship between the development of the sports ecosystem and tourism, and the mediating role of the electronic commerce variable in the relationship between the development of the sports ecosystem and tourism was confirmed. | ||
| کلیدواژهها [English] | ||
| Development", sports ecosystem", tourism", ", e-commerce | ||
| مراجع | ||
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