Identification of Customer Interface Components in Sport Tourism Business Model

Document Type : Research Paper

Authors

Sport management, Faculty of physical education, University of Guilan, Rasht, Iran

10.22080/jsmb.2024.18883.3358

Abstract

Objective: This study aims to identify the components of the customer interface as one of the four major elements of Osterwalder's business model.

Methodology: Based on the purpose of the present study, this research is descriptive with a qualitative approach. The statistical population of the research encompassed owners and adept managers specializing in the field of sport tourism, as well as employees of diverse sections of sport tourism businesses in Guilan province. 15 individuals were chosen applying purposive sampling with the help of snowball and non-random techniques and the sampling procedure continued until the theoretical saturation stage was reached. The semi-structured interviews were conducted with the approval of the experts in this field. This research has been carried by content analysis method and making use of Max QD software

Findings: Non-virtual personal communications, segmented markets, non-virtual mass communications, hybrid communication channels, indirect channels, virtual mass communications, mass markets, virtual personal communications, and direct channels were the customer interfaces in sports tourism businesses.

Conclusion: The qualitative analysis of the research caused the provision of a customer interface pattern in the sports tourism business model. This pattern represents a master plan for sports business owners and entrepreneurs in the field of tourism that can offer more value to a separate group of customers and bring in more profits for the business owners.

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