Designing a Branding Model for Sporting Places with the Purpose of Health Tourism Development (Case Study: Astan Quds Razavi Sports Complex)
Paper ID : 1172-12THCONG
1Faculty Member of Sanabad Golbahar Institute of Higher Education
2Faculty Member of Islamic Azad University, Mashhad Branch, Iran
With the growing growth of the tourism industry around the world, the attention of industry executives and marketers to branding services for tourism purposes has been drawn. The purpose of the present study is to design a model of sports branding with the aim of developing health tourism under study: Astan Quds Razavi Sports Complex. The present research is based on the nature and purpose of applied research and in terms of data search is a combination research and from the perspective of analytical, descriptive and exploratory methods that the data were collected through survey and field research. The study population consisted of all professors of sport management and business management, managers and experts of Astan Quds Razavi and experienced activists in health tourism of Khorasan Razavi province with total of 113 persons.Qualitative research data collection tool was a semi-structured in-depth interview with 25 experts in the field of quantitative research.The tool in quantitative section was:a) researcher-made questionnaire of factors affecting the branding of sports sites from qualitative research studies In 35 items and 7 dimensions and b) a researcher-made and one-dimensional questionnaire examining the effect of sporting places branding on health tourism development with 10 questions and a 5-point Likert scale that validity of tools using divergent and convergent validity methods and tool reliabilityThe results were confirmed byCronbach's alpha coefficient and Gutman coefficient. Data analysis was done in two parts:descriptive and inferential statistics using SPSS and LISEREL software. The findings showed that 7 dimensions effective in designing a sports branding model were location assets,location communication, end product,attention to brand functions,community characteristics, organizational diplomacy,and suggestions and recommendations.The findings also showed that the model of sporting branding with the aim of promoting health tourism has a good fit.Based on the findings of the present study,it can be concluded that Astan Quds complex due to the presence of holy shrine, residential complexes, health (Razavi Hospital),nutrition, sports and health (Astan Quds Razavi Sports Complex and modern Imam Reza Stadium).AS) and can play an important role in attracting foreign and domestic health tourists, in order to achieve this it is necessary to have branding.