Sport Sciences and Health Research

Sport Sciences and Health Research

Creating an International Place Brand through Recreational Sports (Case Study: Kish Island)

Document Type : Research Paper

Authors
Hossein Rajabi Noush Abadi 1
Sahebe Vaziri 2
Seyed Nasrollah Sajjadi 3
Majid Jalali Farahani 4
1 Sport Management Department, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
2 Department of Sports Sciences, Kish International Campus, University of Tehran, Kish, Iran
3 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran
4 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
10.22059/sshr.2025.387227.1172
Abstract
Background: The purpose of this research was to analyze the factors influencing the creation of an international place brand through recreational sports (the case of Kish Island).
Martials and Methods: The research method is qualitative (Grounded Theory of Glaser type). The statistical population included all managers and experts active in the field of recreational sports. A sufficient number of statistical samples were selected based on theoretical saturation in a purposeful and accessible manner (16 people). Research tools included systematic library study and semi-structured interview. Using content validity and kappa coefficient, the validity of the tool was evaluated. The method of coding and conceptual framing was used to analyze the findings.
Results: The presented analytical framework included three main parts of environmental factors, processes and consequences of creating an international place brand through recreational sports. Environmental factors included branding opportunities and location branding obstacles. The processes of creating the international brand of Kish Island included the infrastructure required for branding, providing new services, management factors, and the consequences of international branding of the place included entrepreneurship, improvement of social conditions, economic development and attachment to the place.
Conclusion: According to the results of the research, it can be said that the relevant authorities should understand the value of the dimensions identified in this research in order to create an international brand in touristic destinations (especially Kish Island) and implement related programs in this. Places to upgrade. Finally, from the researchers' point of view, it can be said that the present study is of great importance for Iranian managers and is a fundamental step for the development of recreational sports in creating the international brand of touristic places.
Keywords
Sports marketing
Sports tourism
Branding
Sports services
Beach sports
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Sport Sciences and Health Research
Volume 17, Issue 2
July 2025
Pages 50-70