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This study investigates the impact of tourist participation on the performance of sports tourism complexes in Guilan Province, with green product innovation as a mediating variable. Given the concurrent expansion of the tourism industry and the paramount importance of sustainable development, this research addresses a critical intersection. The research is applied in purpose, descriptive-correlational in nature, and field-based in execution. The statistical population included managers and experts of tourism complexes, organizers of sports tourism tours, and adventure sports tourists in 2023. Data were collected using standardized questionnaires measuring customer participation, green product innovation, and sports tourism complex performance. Reliability was confirmed via Cronbach's alpha and composite reliability, while face and content validity were established by a panel of 13 sports management professors. Data were analysed using path analysis with PLS-SEM (version 4). The results demonstrated that tourist participation significantly directly affects both the performance (t = 2.783) and green product innovation (t = 33.004) of the complexes. Furthermore, green product innovation itself had a significant direct effect on performance (t = 10.313). Crucially, the mediating role of green product innovation in the relationship between tourist participation and performance was confirmed and statistically significant (t = 9.138). This study concludes that fostering tourist participation and integrating green product innovation are essential strategies for enhancing the performance of sports tourism complexes, leading to greater environmental compatibility and economic development.

With the expansion of digital technologies, digital marketing has become a vital tool in attracting sports tourists. This research was conducted in 2024 with the aim of identifying and prioritizing the consequences of digital marketing in sports tourism using the interpretive structural modeling method. The present study was applied and carried out with a mixed approach (qualitative-quantitative) and using the interpretive structural modeling (ISM) method. In the qualitative stage, thematic analysis was used using library studies and semi-structured interviews with 13 experts in sports tourism, marketing, and researchers in these two fields. In the quantitative stage, 15 experts were selected purposively and data were collected through a researcher-made questionnaire. In the qualitative section, 55 basic themes and 10 organizing themes were identified, which were centered around the overarching theme of "Consequences of Digital Marketing in Sports Tourism." The results of the quantitative section showed that these outcomes were categorized into four levels, with the main foundations at the first level. Infrastructure development, as the most influential level, directly affected the third level criteria (tourism economic development, tourist behavioral and attitudinal development, and tourism destination awareness). By presenting an Interpretive Structural Model (ISM), this study provides a comprehensive framework for understanding the outcomes of digital marketing in sports tourism, which can assist managers and policymakers in areas such as marketing strategies, resource allocation, and competitive policymaking. To date, the development of a hierarchical and leveled model of digital marketing outcomes in sports tourism using the ISM method has received limited attention in this field.

Advertising costs billions for many industries, including the sports industry, but many fail to accomplish their goals for various reasons. Poor advertising is caused by ignorance of the customer's needs. Neuromarketing made companies more aware of their clients and target market and examines unconscious responses to commercials and products, unlike traditional marketing. Knowing these factors helps companies build ads more accurately and cheaply. This research aims to conduct a systematic analysis of valid experimental tests in the field of neuromarketing. Specifically, we will focus on studies that utilize electroencephalogram and eye tracker to investigate advertising appeals and the cognitive and emotional processes of consumers. The objective is to analyze the data from these papers. To conduct an analysis, we will examine the number of publications per year, the publishers involved, the keywords employed, the methods utilized, the gender of participants, the issue of advertising stimulation, the style of advertising attractiveness, and the emotional and cognitive processes included. Our literature review was based on the Boland method (2017). A keyword search yielded 171 publications, which we refined using the Prisma standard guide (2009). This identified 43 English Scopus empirical studies from 2008 to 2023, which we categorized and sorted. Although the sports industry has smaller turnover than others, it can provoke powerful emotions and attract many people. Due to the specific nature of sports, emotive ads work better than others. According to the findings, the use of the eye tracking system is expanding. Among the cognitive and emotional processes, it was found that attention is used more than other processes.