SPORT TOURISM AS NEW NICHE MARKET SEGMENT AND BUSINESS OPPORTUNITIES

Authors

  • Kalandarov Jalol Abdujalilovich

Keywords:

Sports tourism, rural sports, local games, niche market, tourism sector, market segment.

Abstract

The project aimed to create a paradigm for business by promoting sports tourism as a niche market in Uzbekistan, focusing on rural sports and local games. The study was carried out utilizing a mixed-methods approach, with qualitative and quantitative stages. The qualitative phase relied on grounded theory, and data were gathered through semi-structured interviews. The data was evaluated in three stages: open, axial, and selective coding. A model was built based on the resulting codes. The study found that six factors influence sustainable sports tourism development based on local sport: marketing, money and support, religious and social participation, infrastructure, and management and planning. In the quantitative phase, the model was validated using partial least squares structural equation modeling. This phase's statistics population comprised organizational staff working in tourism and sport, as well as organized coaches, referees, and athletes participating in rural sports in Uzbekistan.

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Published

2024-07-03

How to Cite

Kalandarov Jalol Abdujalilovich. (2024). SPORT TOURISM AS NEW NICHE MARKET SEGMENT AND BUSINESS OPPORTUNITIES. British Journal of Global Ecology and Sustainable Development, 29, 113–118. Retrieved from https://journalzone.org/index.php/bjgesd/article/view/596

Issue

Vol. 29 (2024)

Section

Articles

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