Sport tourism marketing with emphasis on cultural factors

The purpose of this study was the effect of cultural on sports tourism marketing in Iran. The research method in this study was Descriptive and field. For this purpose, Mahmoodi Yekta and et al' questionnaire (2012) was used. Reliability of questionnaires after a pilot study using Cronbach's alpha test, (α=0.86) was obtained. Statistical population of survey is all an active sport tourists from Russia, Turkey, Armenia, Uzbekistan, Greece, Sweden, Canada, Jordan, Kuwait, and India that traveled to Iran for doing sports competition (N=132). The sample size was considered equal to the population. Descriptive and inferential statistics methods for data analysis were used. The results showed that according to the mean of cultural factors, Religious and ideological differences factors in order of priority are effective in developing active sports tourism in Iran. The research findings have emphasis on the importance of cultural as factors affecting attracting sport tourism. Thus, it is recommended that sport managers created an appropriate strategic planning to increase sport tourist by cultural factors.