ANALYSIS OF INNOVATIVE MARKETING IN SPORTS TOURISM AND IDENTIFICATION OF OBSTACLES TO ITS IMPROVEMENT (CASE STUDY: IRAN)
ANALYSIS OF INNOVATIVE MARKETING IN SPORTS TOURISM AND IDENTIFICATION OF OBSTACLES TO ITS IMPROVEMENT (CASE STUDY: IRAN)

Summary/Abstract: All over the world, sports tourism is one of the effective factors in the rapid growth and pros- perity of the tourism market, and hosting sports competitions plays an important role in the pros- perity of the tourism market. Sports tourism in Iran has been neglected due to the lack of sufficient knowledge, management and documented and specific strategies, and as a result, many unique opportunities in this field have been lost. Therefore, the purpose of this research is to analyze innovative marketing in sports tourism and identify obstacles to its improvement in Iran. Qualita- tive methodology and in-depth interviews, constituting the form of content analysis, were con- ducted with 25 prominent professors of sports management, entrepreneurship, and expert tour- ism, as well as entrepreneurs in the field of sports tourism until reaching theoretical saturation. According to the findings of the research, among the main factors that hinder sports tourism in Iran are political and legal factors, human resources, social, cultural factors, health factors, politi- cal and legal factors, informational and communication ones. All the aforesaid factors hinder the progress of innovative sports marketing in Iran. Those in charge of employment and entrepre- neurship, tourism and sports in their short-term and long-term planning and policy-making should

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