the effect of motivational factors on spectators’ participation in horse racing betting

This research was conducted with the aim of studying the effect of motivational factors on the participation of spectators in betting on horse races. the research adopts an applied and correlational approach, employing a survey methodology for data collection. the statistical population of this research includes all the spectators of the gonbad kavous course horse races who have betting experience. a sample of 384 spectators meeting the specified criteria was selected using the available sampling method. six questionnaires were used to collect research data, which are: experiences of excitement, sense of competition, betting skill, peer pressure, getting income and willingness to betting. the validity of the questionnaires was ensured by expert opinions in sports management, while their reliability was assessed using cronbach’s alpha coefficient, yielding values of 0.85, 0.79, 0.89, 0.76, 0.77, and 0.84 for each questionnaire respectively. descriptive and inferential statistics were employed to analyze the collected data by utilizing spss 25 and smart pls 3 software. the results of the research showed that the effect of experiences of excitement on willingness to betting was positive and significant. also, the results showed that the effect of sense of competition on willingness to betting was positive and significant.  it was also found that betting skill has a positive and significant effect on the willingness for betting. the results of the research also showed that the effect of peer pressure on willingness for betting was positive and significant. finally, the results of the research showed that the effect of getting income on willingness for betting is positive and significant. according to the results, it can be concluded that various motivational factors have an effect on the betting behavior of horse racing spectators. therefore, it is suggested to consider laws to deal with this phenomenon properly.