Prioritizing the HET Model Tools Based on the Lifecycle of Sport Tourism in Iran

Abstract

The aim of this research was to prioritize the tools of the HET model based on the life cycle curve of sports tourism in Iran. This study was applied research conducted using a descriptive survey method. To prioritize the tools of the HET model in the sports tourism sector of Iran, opinions from 44 sports marketing specialists were collected through researcher-designed questionnaires. The face and content validity of the questionnaires were confirmed by experts, and their reliability was validated due to the inconsistency rate of the questionnaires being less than (0.1). For data analysis, the AHP method and Expert Choice 11 software were utilized. According to the findings, in the introduction stage, creating awareness and knowledge ranked first and second. In the growth stage, creating desire and willingness gained importance, while in the maturity and decline stages, building confidence and purchase held the most significance. Given the intense competition, rapid market growth, and swift changes in consumer behavior, identifying and prioritizing the tools of the HET communication model can assist in advancing the marketing objectives of the sports tourism sector in Iran.