THE ROLE OF ADVERTISEMENT FACTORS IN DEVELOPMENT OF SPORT TOURISM INDUSTRY OF FARS PROVINCE

Purpose: The aim of this study is to investigate the role of advertisement factors in development of sport tourism industry of Fars province. Materials and methods : Present study is descriptive and functional. We used marketing indices questionnaire for collecting data. Statistical population was all the responsible managers and experts in tourism and sport which through purposeful non-random sampling method 170 of them were selected as samples. To calculate reliability by Cronbach's Alpha in a pilot study on a 40 people sample, marketing factors were α=0.82. Data were analyzed after collecting in respect of study hypotheses through Chi 2 tests. Results: Study findings show that from managers and experts views the most effective advertisement factors to develop sport tourism industry are respectively: written activities, investigate and understand tourists motivations to provide their requirements, promote the province parks and green fields by making health stations, develop sport-cultural centers for doing creative plans related to native and regional culture; all of advertisement factors with significance level of 0.000 are effective in developing of Fars province sport tourism industry. Conclusions: Propaganda methods necessary for effective marketing for sports tourism. It should be noted that closely tied to tourism development and promotion each other in a specified process, Because the tourism development process, part of the production structure of the economy that can income generation and job creation in developing countries have a major role.