Examining the Impact of Marketing Antecedents and Processes on the Outcomes of Sports Tourism in Iraq

Document Type : Original Article

Authors

1 PhD student in Sports Management, University of Tabriz, Tabriz, Iran

2 Associate Professor of Sport Management, University of Tabriz. Tabriz, Iran

3 Professor of Sport Management, University of Tabriz. Tabriz, Iran

Abstract

The purpose of this study was to examine the impact of marketing antecedents and processes on the outcomes of sports tourism in Iraq.The research is applied in nature and is conducted descriptively-correlationally. The statistical population of this study includes all employees of the Ministry of Youth and Sports of Iraq (1,700 individuals), and according to Morgan's table, 313 of them were selected as a sample. The research tool consisted of a researcher-made questionnaire. The face and content validity of the questionnaire was assessed by eight specialists, and its reliability was confirmed using Cronbach's alpha method. According to the results, the path coefficient between the antecedents of sports tourism marketing and the processes of sports tourism marketing is 0.880, indicating a very strong impact. Additionally, the influence of the antecedents of sports tourism marketing on the outcomes of marketing has a path coefficient of 0.704. Finally, the processes of sports tourism marketing positively affect the outcomes of sports tourism marketing, with a path coefficient of 0.236. These results indicate that the antecedents and processes of marketing have a significant impact on the outcomes of tourism marketing, and these relationships have been statistically confirmed. Given the positive results obtained from this research, it is recommended that authorities and policymakers in the field of sports tourism in Iraq align their marketing strategies based on the present research model. This includes focusing on the key antecedents and processes identified as influential on the outcomes of sports tourism marketing.

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History

  • Receive Date: 30 May 2025
  • Revise Date: 23 March 0621
  • Accept Date: 23 March 0621

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