Background. Horse riding is one of the oldest sports competition in Iran held annually in provinces such as Golestan. However, the number of spectators present in these competitions is not comparable to sports such as football. Objectives. It's necessary to study the behavioral tendencies of the Spectators of horse racing and its influencing factors. Methods. It was a descriptive survey study and the statistical population included all spectators of horse racing of the Eighth Week Spring competition in Gonbad Kavoos, 2018 which included 3480 individuals. According to Cochran formula, 348 people were selected by available sampling method. Cheng et al. ( 2012) questionnaire was used for data collection of planned behavior model and Lee and Shiu (2015) questionnaire for tendency of spectator's involvement at sporting event and spectators' re-attendance questionnaire of Rio and et al (2011) were used. The internal consistencies of the questionnaires were obtained by Cronbach's which were 0.89, 0.85 and 0.78, respectively. Structural equation modeling was used to test the research model. Results. The findings showed that the effect of attitude (β = 0.23, t = 3.74), subjective norms (β = 0.15, t = 2.78) and perceived behavior control (β = 0.35, t = -5.93) were positive and significant on the tendency of involvement of spectator in Horse Racing. Moreover, the effect of attitude (β = 0.34, t = 6.55) and perceived behavior control (β = 0.04, t = 0.83) were positive and significant on the spectators' re-attendance to Horse Racing. Finally, the findings showed that the effect of subjective norms was not significant on the spectators' re-attendance (β = 0.16, t = 2.37). Conclusion. It can be concluded that the planned behavior model can be used to explain the behavioral tendencies of horse racing spectators during the Gonbad kavoos spring competition. Finally, increasing spectators' knowledge of horse racing, offering attractive and entertaining programs for spectators during competitions and developing various promotional strategies to increase involvement and a desire for Horse Racing Spectators re-attendance are suggested for these competitions.
Today, market orientation plays a vital role in determining customers' needs and success of organizations. Market orientation has also influenced various organizations' measures including innovation. Therefore the aim of this research is to study the role of market orientation in innovation of bodybuilding clubs of Golestan Province. The population of this study comprised all 170 managers of bodybuilding clubs of Golestan province and the sample size was determined based on Cochran formula and stratified random selection method (119 manager). Market orientation questionnaires of Ramayah et al. (2011) and innovation questionnaires of Carmen and Maria Jose (2008) were employed for collection of study data. Smart PLS was used to analyze data and identify the effects of research variables of structural equation modeling. Results revealed that competitor orientation is not effective on innovation of bodybuilding clubs, but the effect of coordination between tasks and customer orientation on innovation of bodybuilding clubs was significant. Concerning the results, it is suggested that the managers of bodybuilding clubs of Golestan province provide more innovation by improving and developing market orientation in their clubs.
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