Search

Article accepted. The article will be published here soon. Pending final quality checks.

Objective: Marketing efforts are aimed at influencing consumers ' attitudes. Consumer behavior in sports and events is a process that people choose and use to meet their needs and receive benefits, services, and products associated with sports and sports events. One of the important fields in sport is the emergence of sports tourism as one of the branches of tourism. In the previous studies, it has been shown that attracting tourists without proper marketing and advertising programs is not possible. In other words, advertising is a tool that will be used with the knowledge of tourist areas to tourists and convince them to travel. The aim of this study was to investigate the relationship between the psychological factors of Advertising messages and the brand equity for Aquatic sports tourism destinations. Methodology: The research method was descriptive correlational. The statistical population of this study was all users of the Mashhad Aquatic Waves Land which using the available sampling method according to Morgan table 384 were selected as the statistical sample. To collect the data by using the pleasure and arousal sensations questionnaire used in Mehrabian and Russell (1974) and the brand equity questionnaire used in Aaker (1991) this research was done. Their reliability was calculated by using Cronbach's alpha coefficient for the pleasure of 0.611, arousal of 0.644 brand awareness component was 0.772, brand association component 0.877, brand perceived quality component 0.765, and brand loyalty component 0.820. Data were analyzed by Pearson correlation coefficient and simple and multiple linear regression tests using SPSS-25 software.Results: The results showed that there is a positive and significant relationship between the arousal of advertising, with brand equity components (perceived quality and brand association) in sports tourism destinations and between the arousal of advertising, with brand equity components (brand loyalty and brand awareness) in sports tourism destinations does not have a positive and significant relationship. Also, there is a positive and significant relationship between the pleasures of advertising, with all the components of brand equity (loyalty, perceived quality, brand association, and brand awareness) and sports tourism destinations. Besides, there is a positive significant relationship between perceived pleasure and arousal from advertising messages.Conclusion: As a conclusion selection and manipulation of psychological factors in advertising messages can affect brand equity for aquatic sports tourism destinations.

Background. Given the importance of women and their role in society, women's recreational sports are considered as one of the major issues in the fields of sports and leisure. Objectives. This qualitative study, which was conducted using an exploratory approach, aims to determine the contextual conditions of Iranian women's recreational sports. Methods. The statistical population of the research consisted of all the experts who had practical and scientific expertise in the fields of recreational sports and women's sports is conducted with a method and was selected using Purposive Sampling and Snowball method. Data collection tools included interviews and note-taking processes. After conducting 17 interviews (with 16 elites and 1 Canon group), the researcher reached theoretical saturation and after the data collection procedure, the data was analyzed using MAXQDA10 software and Qualitative Content Analysis. Results. 1254 initial codes or open codes were extracted after the analysis. To further categorize the data, the codes and raw data were constantly compared based on the similarities and differences, and similar codes were placed under the same category. The initial categorization of codes yielded 51 sub-categories which were further categorized into 22 categories in the next step. The obtained concepts were divided into eight major categories (in stage of selective coding) which consisted of socio-cultural, fundamentals of Islam, political, economic, geographical environments and macro-management, media and advertisement, and sports facility issues. Conclusion. Considering the importance of recreational sports in women, a proper understanding of the context of recreational sports can help the sport managers to apply appropriate strategies to develop it and compensate for its backwardness.

Marketers apply a variety of approaches to attract customers and gain more profits. One method is the utilization of nostalgia marketing. The use of nostalgic sport characters has not been sufficiently studied. This research determined the reliability and validity of the questionnaires presented in the studies Evoked Nostalgia by Pascal et al. (2002), Familiarity with Nostalgic Character by Meyer (2010), and Nostalgic Proneness by Routledge et al. (2008). For this purpose, 310 fans of Ali Karimi, a player and the former captain of Iran's national soccer team (nostalgic character), was considered as the sample. To evoke nostalgic sensations in fans, a movie of the personal and professional life of this nostalgic character was developed and validated. The internal reliability of questionnaires was calculated by Cronbach’s alpha and composite reliability for three scales of evoked nostalgia, familiarity with nostalgic character, and nostalgia proneness of fans, respectively. The indices of the measurement model indicated that the elements chosen for measuring the nostalgia variable had the necessary validity and could well measure nostalgia. According to these results, it can be stated that the corresponding scales of nostalgia can be used as reliable and valid scales with detection ability in Iranian fans.