| Relationship between intention to accept gamification and brand awareness and loyalty in sports tourism |
| Paper ID : 1123-SSRC-13TH |
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Oral / Poster Presentation File |
| Authors: |
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Kazem Cheragh Birjandi *1, Sophia Kasrayifar2 1Assistant Professor, Department of Physical Education, Birjand Branch, Islamic Azad University, Birjand, Iran. (Author) 2Master student of Sports Management, Islamic Azad University, Birjand, Iran |
| Abstract: |
| Purpose: The purpose of this study was to link the intention to accept gamification with brand awareness and loyalty in sports tourism. The research method is descriptive-correlational and has been done in the field. Methodology: The statistical population of the study was sports tourists in Khorasan Razavi province. The sample was selected using the Cochran's formula for an unlimited community of 384 people. To achieve the objectives of the research, Bale et al. (2013) brand knowledge questionnaire with 7 items, Xu Chen (2018) gamification acceptance questionnaire with 36 items and Kauer et al. (2019) brand loyalty questionnaire with 6 items were used. The validity of the questionnaires was confirmed by 10 experts and their reliability was calculated in a pilot study with 30 subjects as 0.89, 0.79 and 0.90, respectively. In order to analyze the data, descriptive and inferential tests including Kolmogorov-Sminov, Pearson correlation coefficient and statistical regression were used with the help of SPSS software version 22. Results: The results showed that there is a significant relationship between the intention to accept gamification with brand awareness and loyalty in sports tourism and the intention to accept gamification is able to predict brand awareness and loyalty. Conclusion: Therefore, it is suggested to use gamification strategies to grow the sports tourism industry and create loyalty in sports tourists in Khorasan Razavi province and to use all the sports potentials of this province to grow tourism in Khorasan Razavi province and increase awareness of the province's tourism brand. . It is also recommended to hold training courses on the use of gamification in order to grow the sports industry, especially tourism. |
| Keywords: |
| ” Gamification”, “Brand awareness”s,” Brand loyalty”, “Sports tourism” |
| Status : Abstract Accepted (Poster Presentation) |