Sports Tourism Analysis: From E-Marketing to Smart Tourism

Document Type : Original Article

Authors

1 PhD Student of Sports Management, Department of Sport Sciences, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran

2 Associate Professor of Sports Management, Department of Sport Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran

3 PhD Student of Sports Management, Department of Sport Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran

4 Master in sport management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Tehran, Iran

Abstract

Context and Purpose: This research was conducted with the aim of conducting a comprehensive analysis of sports tourism, focusing on electronic marketing, smart tourism, and development strategies.
Design/methodology/approach: Employing a qualitative content analysis method, 31 reputable scientific articles within the time frame of 2014 to 2024 were examined. The data were analyzed using MAXQDA24 software and organized into open codes, axial codes, and main categories.
Findings: The research findings revealed five key categories: (electronic marketing and the role of digital technologies in attracting sports tourists, smart tourism based on modern technologies such as the Internet of Things and artificial intelligence, development strategies including macro-planning, resource management, and management models, infrastructural, financial, managerial, and cultural challenges, market opportunities, entrepreneurship, and technological innovations).
Conclusion: The results indicated that the integration of digital technologies with sports tourism can enhance the experience of tourists and facilitate the sustainable development of the industry. However, the success of this process requires simultaneous attention to several factors, including strengthening infrastructure, investing in human resources, and reforming supportive laws and policies. By providing a systematic framework, this study outlines a roadmap for policymakers and stakeholders in the sports tourism industry, which can significantly contribute to leveraging the potential of this industry and addressing the existing challenges.
Originality/value: This study combines three key areas, e-marketing, smart tourism, and development strategies within the context of sports tourism, to provide an integrated and systematic framework that has not been comprehensively addressed in the existing literature. The main innovation lies in the comparative analysis of the challenges and opportunities associated with the implementation of smart technologies, with an emphasis on content-based and strategic approaches.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 1 - Serial Number 4
Spring and Summer
March 2025
Pages 7-35

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