Analysis of the application of artificial intelligence in sports media to promote sustainable sports tourism in Golestan

Document Type : Original Article

Authors
Saeideh Aghel 1
Mohamad Ali Nodehi 2
Nasser Bay 3
Mojtaba Ahmadi 4
Zynalabedin Fallah 1
1 Department of Physical Education, Go.C., Islamic Azad University, Gorgan, Iran.
2 Department of General Education Courses, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran
3 Department of Physical Education and Sport Sciences, A.Z.C., Islamic Azad University, Azadshahr, Iran
4 Department of Physical Education and Sport Sciences, BG.C., Islamic Azad University, Bandar Gaz, Iran.
10.22034/ntsmj.2026.2054779.1188
Abstract
The present study aimed to analyze the application of artificial intelligence in sports media to promote sustainable sports tourism in Golestan. The research was qualitative with a systematic exploratory approach. The research tools included a systematic library study and semi-structured interviews. Data were collected through interviews with 19 experts in the fields of sports, media, and tourism and analyzed through three stages of coding (open, axial, and selective). Validity and reliability were confirmed. The results of the study led to the identification of 4 selective codes, 9 axial codes, 19 main categories, and 39 primary codes. These codes include topics such as artificial intelligence in sports media, intelligent content production, social media and tourism, sports data analysis, and sustainable tourism. The conceptual model presented shows that the use of artificial intelligence and sports media can improve the experience of tourists and contribute to the sustainable development of sports tourism. This model can provide effective solutions for optimizing content production, analyzing tourist behavior, and enhancing audience interaction with sports media.
Keywords
Sports Tourists
Sports Media
Artificial Intelligence
Sustainable Development