Commercialization of Iran's Sports Tourism Industry: A Qualitative Approach

Abstract

Objective: The aim of this research was to present a framework for the commercialization of Iran's sports tourism industry. Methodology: This study employed a qualitative approach and is applied in its objective. The statistical population included managers and experts in the fields of tourism and sports. The sample size was determined by theoretical saturation, with a purposeful and accessible sample of 14 participants. Research tools included a systematic literature review and semi-structured interviews. The validity of the tools was assessed through qualitative validation methods (content validity and the kappa coefficient). A coding and conceptual framework method was used to analyze the findings. Findings: The proposed analytical framework was organized into 11 general perspectives, including the international trends in sports tourism, national development in sports and tourism, the national entrepreneurial and commercial ecosystem, drivers and stimulators, constraints and challenges, commercialization processes, commercialization strategies, supply development capabilities, demand supply capacities, micro-level outcomes, and macro-level outcomes. Conclusion: Finally, based on the study's findings, to apply these results for the development and promotion of the sports tourism industry, the mapped relationships among factors should be considered based on their roles in the commercialization process of the sports tourism industry. Moreover, based on these factors and their roles in this process, necessary strategies should be employed to further enhance the success of commercialization in the sports tourism industry.