Authors
1
Ph.D. Student sports management, Ha.c., Islamic Azad University, Hamedan, Iran
2
Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran
3
Department of Physical Education, Ha.c., IslamicAzad University, Hamedan, Iran
10.22080/tmhr.2026.30446.1095
Abstract
This study aimed to design a marketing model for sport and recreational tourism in Markazi Province using a qualitative approach. The research method was thematic analysis, and data were collected through semi-structured interviews with 18 managers, experts, and specialists in the fields of tourism and sports. Purposeful sampling was employed, and data collection continued until theoretical saturation was achieved. To ensure the validity of the research, the analytical results were reviewed by participants, and the extracted data were compared with theoretical foundations. The reliability of the data was assessed through inter-coder agreement, achieving a consistency rate of 85%. The findings revealed that factors influencing sport and recreational tourism marketing include natural and geographical aspects, sports infrastructure, economic factors, socio-cultural elements, and technological-managerial components. Challenges such as inadequate infrastructure, weaknesses in targeted advertising and marketing, managerial and planning issues, and limited natural and financial resources were identified. Based on data analysis, strategies such as developing sports and recreational infrastructure, enhancing digital marketing, fostering inter-organizational coordination, organizing national and international events, and protecting environmental resources were proposed. The final model presented is a comprehensive tool for developing sport and recreational tourism marketing in Markazi Province. It emphasizes leveraging natural and cultural capacities and modern technologies to promote the region's economic, social, and environmental development.
Keywords
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