Exploring the Factors Affecting Sports Tourism Destination Image

Purpose: Destination image marketing is a crucial starting point for successful tourism marketing, as visitors’ images and expectations of their travel experiences can significantly shape their attitudes towards a particular destination. This study aimed to identify the influential factors forming the sports tourism destination image in Ardabil Province.Methodology: The study is an applied and descriptive research. The Statistical population of this study consisted of sport management experts, tourism managers and experts of cultural heritage tourism departments, managers and experts of Sport youth, tourism agency managers, and visitors of sport tourism. The research questionnaire was a researcher-made that was used after confirmation of its validity and reliability (α:0.81). Data from 362 questionnaires were analyzed by SPSS V.26 and Amos V.24 software. Also, the Bartlett test, KMO index, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA) were used.Findings: The results showed that eight latent factors, including tourism and public infrastructure, local customs and traditions, local attractions, service quality, entertainment and sports events, natural and environmental factors, information and advertising, and social and security factors, are the influenced factors.Originality: Destination image is one of the most essential variables influencing a tourist’s decision to choose a destination. By identifying the factors that affect the formation of the image of sports tourism destinations and using these factors to present a positive image, tourism destination managers and officials can attract more sports tourists and develop their goals.