The impact of new marketing strategies and emerging technologies on the behavior of sports venue customers

Document Type : Original Article

Authors

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

2 PhD student in Sports Management, University of Kurdistan, Sanandaj, Iran

10.22091/jdaid.2026.14939.1030

Abstract

The aim of the present study was to investigate the impact of new marketing strategies and emerging technologies on the behavior of sports venue customers. This study was applied in terms of purpose and descriptive-correlational in terms of method. The statistical population included sports venue customers in Kermanshah and Kurdistan provinces, a sample of which was selected based on the random cluster sampling method. Data were collected using a marketing mix questionnaire and a researcher-made ICT questionnaire. The validity of the instruments was confirmed by experts and their reliability was confirmed using Cronbach's alpha coefficient. Data analysis was performed using path analysis and structural equation modeling. The results of the study showed that the marketing mix and ICT components have a positive and significant effect on attracting sports venue customers. Also, human factors, hardware infrastructure, and the service delivery process were identified as the most effective factors in shaping customer behavior and increasing their attraction. Accordingly, sports venue managers’ focus on digital transformation and implementing integrated marketing strategies can improve customer experience and strengthen long-term relationships with them.

Keywords

Main Subjects

References

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Journal of Data Analytics and Intelligent Decision-making
Volume 1, Issue 4
January 2026
Pages 99-115

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