Journal of Management and Business Solutions 3092-7226 3 Serial Number 14 2025 07 20 Examining the Factors Influencing Revenue Generation in Tehran Municipality Sports Complexes Examining the Factors Influencing Revenue Generation in Tehran Municipality Sports Complexes 1 13 EN Journal Article 2025 03 08 <p>Urban sports complexes require sustainable revenue generation to continue operations and deliver high-quality services. Under such conditions, identifying the factors that influence the income of these centers is highly important. The present study was conducted with the aim of examining the components affecting revenue generation in the sports complexes of Tehran Municipality. This study was carried out as a field research project using a correlational approach and structural equation modeling. The statistical population consisted of managers, employees, experts, and customers of Tehran Municipality sports complexes, from whom 384 individuals were selected through sampling. The data collection instrument was Rafiei’s (2021) standardized revenue-generation questionnaire, consisting of 25 items across six components, whose validity and reliability were confirmed using Cronbach’s alpha. After data collection, the data were analyzed first using descriptive indicators and subsequently through exploratory factor analysis and structural equation modeling to assess the relationships among variables. The findings indicated that six key factors—including customer orientation, competitor orientation, human resources, equipment, welfare facilities, and customer preference—significantly influence revenue generation in the sports complexes of Tehran Municipality. Each of these factors plays an important role in attracting and retaining customers, enhancing service quality, and creating a positive experience for visitors. Overall, it can be stated that revenue generation is not merely the result of increasing capacity or offering more services; rather, it is the product of smart management of service quality, attention to customer needs, and investment in human resources and facilities. Therefore, strengthening these factors can contribute to the financial sustainability of the complexes and provide a foundation for expanding urban sports services and improving community health.</p> https://www.journalmbs.com/index.php/jmbs/article/download/93/103