Comprehensive Analysis of Indicators and Factors Affecting The Development of Sports Tourism with a Strategic Marketing Approach: a Qualitative Study

Document Type : Original Article

Authors

1 Assistant Professor, Department of Sports Management, Payame Noor University, Tehran, Iran

2 Master of Science in Sports Management, Payame Noor University, Tehran, Iran

Abstract

the study aimed to identify the key indicators and factors affecting the development of sports tourism in Kermanshah province with a strategic marketing approach (qualitative study), The research is applied in terms of purpose, qualitative terms approach, The statistical population of the study included academic experts, government managers, and private sector activists in the fields tourism, sports, marketing Kermanshah province in 2025. Semi-structured interviews were conducted with 16 people using purposive sampling theoretical saturation criteria. The data were analyzed using thematic analysis method based and with the help of MAXQDA software . In the coding process, 347 initial codes were extracted and finally the final thematic network was organized into 5 main themes, 15 subthemes and 60 central codes. The main themes were: 1) Infrastructure and central facilities 2) Marketing and promotional factors 3) Management, governance and laws 4) Human resources and social capital and 5) Competitive capabilities and advantages. Supplementary analyses showed that the lack of development of the tourism sector in this province is rooted in multi-layered challenges, the most important of which are the weakness in integrated governance and strategic planning and the vicious cycle of weak infrastructure and inappropriate destination image. At the same time, the unique natural and cultural advantages province were identified main fulcrum for creating distinctive brand. The overall result the research indicated that the development sports tourism in Kermanshah province requires systematic and integrated approach. This model can be scientific basis for development strategic document and operational plans by decision-makers and stakeholders.

Keywords

Main Subjects

References

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Journal of Sport Management Knowledge
Volume 4, Issue 1 - Serial Number 7
April 2026
Pages 139-157

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History

  • Receive Date: 10 February 2026
  • Revise Date: 14 April 2026
  • Accept Date: 10 May 2026

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