The effect of virtual social networks on customer orientation and service orientation of sports tourism tours with the mediating role of innovative performance

Document Type : Original Article

Authors

1 Master of Sport Management, Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran

2 Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood Iran

10.22034/jsmk.2025.66008.1092

Abstract

The present study seeks to answer the questions of whether virtual social networks play a role in customer orientation and service orientation of sports tourism tours or not? And can innovative performance play a role? The present study is a cross-sectional study. It is considered as a type of applied research. In terms of method, it is an analytical description and in terms of data collection, it is a survey. It is of non-experimental research and correlation schemes of structural equation modeling. In this research, a documentary questionnaire has been used to examine the theoretical foundations and a questionnaire has been used to collect data. The statistical population of the study was all sports tourists in Tehran in 2020. Due to the uncertainty of the size of the research population, general rules were used to estimate the sample size. Therefore, the minimum sample size was estimated to be 230 people. Available non-probability sampling method was used for sampling. The data collection tool in the present study is a questionnaire. The results showed that virtual social networks affect the innovative performance of sports tours. Virtual social networks affect the customer orientation of sports tours. Virtual social network affects the serviceability of sports tours. Innovative performance affects customer orientation of sports tours. Innovative performance affects the serviceability of sports tours. Innovative performance also mediates the impact of virtual social network on customer orientation and service orientation of sports tours.

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History

  • Receive Date: 23 December 2024
  • Revise Date: 07 February 2025
  • Accept Date: 07 March 2025

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