Identification and Analysis the Process of Co-creation Experience in Sports Tourism of Iran

Abstract

Purpose: The present study investigates the experience co-creation process in Iran’s sports tourism. Methodology: This study is a type of mixed research. Ten experts and researchers in the field of co-creation in sports tourism participated in the qualitative stage, while 15 specifically chosen tourism professionals participated in the quantitative phase. A semi-structured interview was used to collect data for the qualitative section of the study, and a researcher-structured questionnaire was used to collect data for the quantitative section. These data were used to create the research model based on the DEMATEL technique's results. Findings: Thematic analysis was used to analyze the qualitative data, and the results revealed six organizing themes such as market research, creation of dynamic organization, working team development, conversation, and interaction, as well as creation of shared commitment and participation. The quantitative analysis revealed that the most effective and impressionable components are the creation of shared responsibility and a dynamic organization, respectively. Market research is the minimum significant component, while the creation of active organization is the maximum. Originality: The limited participation and interaction of visitors in many disciplines are obstacles to the growth of sports tourism in Iran. The purpose of the current study was to use the DEMATEL technique and the thematic analysis method to determine the significant and influential factors that contribute to the development of sports tourism.