Document Type : Original Article


1 PhD Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

2 PhD Student, Sports Management, Kurdistan University, Sanandaj, Iran


Purpose: The purpose of conducting research was the effect of information and new technologies in attracting customers to sports venues in Kermanshah province.
Method: According to the official statistics of the medical board, about 40,000 people are mentioned in the province's sports statistics community. The present research is applied research that is descriptive in terms of strategy and survey in terms of implementation. Data collection was done by field method and through a questionnaire. The statistical population was all customers of sports facilities in Kermanshah province. Based on Cochran's formula, 560 people were selected as a statistical sample. To collect information, Moghimi's (2010) mixed marketing questionnaires were adapted, and information technology and attracting research-made customers were used. The structural equation path analysis method was used to analyze the findings.
Findings: Findings indicate that the fit of the structural model of t-coefficients for all research relationships greater than 1.96 can be confirmed by the appropriateness of the fit of the structural equation model.
Conclusion: In general, it can be acknowledged that the combination of marketing and the use of information technology directly affects the process of attracting customers to sports venues, so it is recommended that managers use these strategies to highlight the competitive advantages of sports venues through the use of space. Put physical and virtual on the agenda.


Akroush. M. N., dahiyat.gharaibeh. S. H. & lail. (2011). Customer relationship management implementation an investigation of ascale’s generalizability and its relationship with business performance in a developing - country context. International journal.
Ameri Asl, Hassan, Ghasemi, Hamid, Hosseini, Masoumeh. (2020). Comparison of the status of sports coverage in the education websites of the provinces with emphasis on sports and the connection of news with the degree. Journal of Communication Management in
Bahrami, Shahab, Kiani, Mohammad Saeed. (2021). the Impact of Social Media and the Internet on Sports Event Marketing. Journal of Communication Management in Sports Media jsm.2021.50368.1369
Capatina, A.; Touzani, M.;2018 Development of a Web Marketing Plan for an e-Book–Challenges and Opportunities.Annals of “Dunarea de Jos, University of Galati Fascicle I. Economics and Applied Informatics, ISSN 1584-0409,
Co, Y. J. Pastor, D. L (2020). Current issues and conceptualizations of service quality in recreation and sport industry. Sport Marketing Quarterly, 13(2): 159-167. 
Couger D, Robert A, Edward B. (2012).Opperman Motivation Levels of MIS Quarterity. Information System Management, 4(2), 55-84.
Deepak, Verma; “Digital marketing management”, International Journal of Management, IT & Engineering, Vol. 8, Issue 10, 2018.
Edvia, C.; Nwamarah, G. Eseying E. (2012). Management Information System University Administration. South African Computer Journal, 29(1), p98.
Farahani, A. Ghasemi, H. Honary, H. Khodadadi, M. (2014). FBBE Modeling of Iranian Football Clubs Applied Research in Sport Management, (3) 3: 65-51. [in Persian]
Han, Can, Ma, Lu. Luying, Gan. (2017). “The Research on Application of Information Improvement”,
Iddris, F.; Ibrahim, M.; “Examining the relationships between e-marketing adoptions and marketing performance of Small and Medium Enterprises in Ghana”, Journal of Marketing and Consumer Research, 10, Issue 1, pp. 160-169, 2015
Jeanquart Miles, Sandra.  Clieaf, Mark Van. (2017). "Strategic fit: Key to growing enterprise value through organizational capital". Business Horizons, 60(1): pp 55-65
Kayaman Ruchan & Arasli H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1): 92-129
Keller K. (2018). Building Customer-Based brand equity. Marketing Management,12(2):14-19.
Kim, A.; Ko, E.; Social media marketing activities increase customer value, An empirical study of luxury fashion brand, 65, pp. 1480–1486, 2012.
Kircova, Ibrahim; Dilaysu, Cinar; “Digital advertising practices and its impacts on students: An application in the public”; Handbook of Research on Effective Advertising Strategies in the Social Media Age, pp. 388-407, 2015.
Kyle, G.T, Kerstter,D.L, Guadagnolo, F.B. (2003). Manipulating Consumer Price Expectations for a 10k Road Race. Journal of sport mangment, 17,142-155.
Loakimidis, M. (2016). Online marketing of professional sports clubs: engaging fans on a new playing field, Sports Marketing & Sponsorship, 11 (4): 271-282.
Murali S,  Pugazhendhi S,  Muralidharan C. (2016). "Modeling and investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty – A case study of home appliances business". Journal of Retailing and Consumer Services. 30 (2016) pp. 67–83.
Nazari, R. Dehkordi, F. Neyazy, P. Gavamei, F. (2017).The Effect of Brand Equity on Brand Alliance Strategy in Order to Promote the Brand Strategic Position. Case Study: Sepahan’s Sport Club. International Journal of Economic Perspectives, 2017, Volume 11, Issue 1, 455-465. [in Persian]
Pedragosa V, Correia A. (2009). " Expectations, satisfaction and loyalty in health and fitness clubs". International Journal of Sport Management and Marketing, 5(4), pp: 450-464.
Rice, R.E. & Leonardi, P.M. (2013). Information and communication technology in organizations: Studies of influences, contexts and processes, and outcomes across disciplines. In L. Putnam, & D. K. Mumby (Eds.), Sage handbook of organizational communication (3rd ed). Thousand Oaks, CA: Sage Publications, PP: 425-448.
Saeedi,R. Emad Hosseini, Farzam. F. (2015). "Its quality of service and customer satisfaction and loyalty clubs for women in Mazandaran province". A study sports management and motor behavior. 11(22). Pp. 29-38.   [in Persian]                                                                                                                                                                                          
Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management & Business Excellence, 66 (9-15)
Shahbazi, Reza, Jalali Farahani, Majid, Khabiri, Mohammad. (2019). Survey and ranking of the role of mass media in the development of sports tourism in Tabriz. Journal of Communication Management in Sports Media, 7 (1), 77-84
Taylor, D.; Strutton, D.; “Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors”, Journal of Business Research, 63, Issue (9- 10), pp. 950– 956, 2010.
Vaziri Gohar, Hamid Reza, Abdolhosseini, Reza. (2020). Application of new technologies and digital marketing in attracting the audience in the field of education. Industrial Technology Development Quarterly, 18 (41), 51-64[in Persian]
Zohre vandyan, Karim. Mohammadzadeh, Farid. Khosravizadeh, Esfandiar. (2014). "The relationship between effective marketing and competitive intelligence of sports clubs Alborz Province". Letters Marketing Management, 1(1):51-59. [in Persian]