Digital technologies as enablers of open innovation in sports tourism: mapping competing innovation narratives in Iran through Q methodology

Existing research on digital transformation in tourism often assumes stakeholder consensus on technological benefits, overlooking how divergent perceptions shape innovation trajectories. This study challenges techno-deterministic assumptions by examining how Iranian sports tourism stakeholders interpret digital technologies as catalysts for open innovation in distinct ways. Using Q methodology, three perspectives are identified: a control-oriented perspective emphasizing surveillance, hidden costs, and platform dependence; a market-driven perspective focused on competitiveness and performance; and a community-focused perspective prioritizing participation, transparency, and cultural authenticity. The findings advance open innovation theory by showing that "openness" is conceptualized in multiple ways: as risk (control narrative), as connectivity for competition (market narrative), or as democratic accountability (community narrative). This challenges the assumption that technological features inherently foster collaboration. By highlighting stakeholder cognition as a critical intermediary between technological adoption and open innovation, this research contributes to integrating digital transformation and open innovation theories. Furthermore, this approach critiques methodologies that neglect subjective diversity. In the Iranian context, marked by institutional complexity, a youthful population, and an underdeveloped sports tourism sector, tensions among efficiency, control, and community are especially pronounced. These findings underscore the need for policies that accommodate local narratives rather than imposing standardized solutions.