Presenting the Particular Value Model of the Green Brand from the Point of View of Sports Tourists on the Island of Kish

Journal of Tourism Hospitality Research

دوره 9، شماره 2، آذر 2022، صفحه 125-141   

نوع مقاله: Original Article

نویسندگان

Ali Bagheri¹؛ Farshad Tojari^{* 2}؛ Ali Zare³

¹Ph.D. Candidate, North of Tehran Branch, Islamic Azad University, Tehran, Iran.

²Professor of Sports Management, North of Tehran Branch, Islamic Azad University, Tehran, Iran.

³Assistant Professor of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

چکیده

The purpose of this research is to investigate the factors affecting the formation of the green brand in sports tourism in Kish Island. Two standard questionnaires on a 5-point Likert scale have been used. The statistical population of this research is 550 sports tourists who traveled to the target destination to participate in a training camp, an event, or a sports competition, and the statistical sample of the research was determined by the available method according to the Morgan Table of 225 people. Content validity was used for validity, and Cronbach's alpha coefficient was used for reliability. The component of awareness of the destination brand can predict sports tourism in the tourist destination of Kish (t=7.34). The brand image component of the destination has the ability to predict sports tourism in the tourist destination (t = 8.12). The perceived quality component of the destination brand can predict sports tourism in the tourist destination of Kish (t = 8.23). The component of the perceived value of the destination brand can predict sports tourism in the tourist destination    (t = 8.35). All the components of Green Brand Equity (GBBE) can predict sports tourism in the tourist destination of Kish.

کلیدواژه‌ها

: Sports tourism؛ green brand؛ tourism development model؛ Kish Island