Identifying the factor of cultural sport tourism development by rural and traditional sport festivals

Small-scale sports events such as local, rural sport events festivals, colleague sport events and regular season sports or hosting small scale sports events that are largely competitor or parent-as-spectator based, often annual, and attract little media attention may be a sustainable form of tourism development for communities, Therefore, the main purpose of these research was traditional-cultural sport festival’s potential as a new form of small-scale sport event to develop sport tourism industry in based on service quality in rural areas of Golestan Province. Sample size consist of the number of N= ۵۴۵ local and tradition wrestler and horse riding athletes. Data collected by interview with sport marketing manager and regional tourism commission in rural tourism, the self-administered sport tourism questionnaire and Chen (۲۰۱۱) and Shonk (۲۰۰۸) service quality were used. To analysis the data t test, regression and Pearson test were used (p≤۰.۰۵).The result indicated that reliability (β = ۰.۳۳۱, p≤ ۰.۰۵) and insurance (β = ۰.۲۳۹, p≤۰.۰۵) had a significant and positive effect on local and tradition sport tourism’s satisfaction. Also the coefficient impact of tourist satisfaction on future attendance were (β= ۰.۷۸).Based on research results, it is concluded that to development of local sports tourism, human resource knowledgeable and improvement of service facilities had a significant effect on tourists industry in rural and traditional sport events.

Keywords:

Sport tourism , Tradition festival , Future attendance , Cultural values , Service quality