Document Type : Original Article
Authors
- Farzad Ghafouri 1
- Fatemeh Zargaran Khouzani 2
- Somayeh Hajmalek 3
- Mohammad Hamid Mollaei 4
- Toktam Mirzaeeyan 5
1 Associate Professor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran
2 Ph.D. in Business Management, Faculty of Management, Allameh Tabataba'i University, Tehran, Iran.
3 Ma In Business Management, Yazd University, Yazd, Iran
4 Ma. Entrepreneurship Management, Farabi Campus, University of Tehran, Qom, Iran.
5 Ma. Information Technology Engineering (Electronic Commerce), Shiraz University, Shiraz, Iran.
Abstract
This research is descriptive and applied, and its statistical population consists of sports tourists and native games visitors from August 2021-2022 in the four provinces of Khuzestan, Kerman, Razavi Khorasan and Qom, and a non-random sampling method was used to select the festival of native, random games available for visitors and 360 people participated. The questionnaire including 36 questions was collected through Lim's (2014) hedonic and tourism experience questionnaires and Lu et al.'s (2020) revisit intention questionnaires and was analyzed by structural equation modeling with SmartPLS software. The research findings showed the effect of hedonism on the tourism experience and the intention to revisit. It was also found that tourism experience (in 7 dimensions of Learning, Enjoyment, Escape, Refreshment, Novelty, Involvement and Local culture) has an effect on the intention to revisit. The main hypothesis also showed that hedonism directly and indirectly (with the mediating role of tourist experience) affects the intention to revisit. It can be explained that the hedonism motive in tourism has an effect more than tourist satisfaction, and it is suggested that the development of sports tourism depends on improving the experience of visitors from local and native sports, and if the amount of income from sports tourism and visits to the held festivals is not as high as it can be, it is because the tourism policy makers of the mentioned cities have been inattentive to creating memorable tourism experiences and fulfilling the hedonism motivation of tourists with diverse intentions in formulating sports tourism strategies.
Keywords
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