شناسایی عوامل و ارائه الگوی بازاریابی ورزش دانش‌آموزی ایران

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشجوی دکتری مدیرت ورزشی، گروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران.

2 استادیارگروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران.

3 دانشیار گروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران.

10.48301/kssa.2022.341706.2102

چکیده

تحقیق حاضر با هدف ارائه الگوی بازاریابی ورزش دانش‌آموزی در ایران انجام شد. این تحقیق برحسب هدف از نوع کاربردی و ازنظر روش، تحلیلی اکتشافی و ترکیبی از مطالعۀ کیفی و کمی می‌باشد. جامعۀ آماری در بخش کیفی شامل 20 نفر از اساتید مدیریت و مدیران ورزشی خبرۀ آموزش ‌و پرورش بودند که به‌صورت روش گلوله برفی تا حد اشباع انتخاب شدند. بخش کمی تعداد 595 نفر شامل متخصصان و استادان مدیریت ورزشی، مدیران کشوری ورزش دانش‌آموزی، کارشناسان مسئول و مدیران استانی تربیت‌بدنی آموزش‌ و پرورش می‌باشند که بر اساس جدول مورگان 250 نفر از افراد جامعۀ آماری به روش تصادفی در دسترس مورد بررسی قرار گرفتند. برای تجزیه‌ و تحلیل اطلاعات از آزمون‌های آمار توصیفی، آزمون تی مستقل تک نمونه‌ای، تحلیل عاملی اکتشافی و مدل‌سازی معادلات ساختاری استفاده شد. بر اساس نتایج، مهم‌ترین عوامل شناسایی‌شده در مدیریت بازاریابی ورزش دانش‌آموزی ایران عبارت‌اند از: تبلیغات برای مسابقات، جذب حمایت مالی، سیستم‌های اطلاعاتی، توسعه برند، کیفیت رویداد. همچنین مدل مدیریت بازاریابی ورزش دانش‌آموزی ایران دارای برازش مطلوب می‌باشد. با توجه به یافته‌ها می‌توان نتیجه گرفت لازم است برای توسعۀ کیفیت رویدادهای ورزشی به‌ویژه در رشته‌های ورزشی پرمخاطب برنامه‌ریزی مؤثری انجام شود و همچنین برای ورزش دانش‌آموزی و رویدادهای رشته‌های ورزشی برندهای جداگانه طراحی و ثبت شود.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying Factors and Presenting the Marketing Model of Iranian Student Sports

نویسندگان [English]

  • Hassan Dost Mohamadi 1
  • Mohamad Reza Esmaeilzadeh Ghandhari 2
  • Hassan Fahim Dovin 3
  • Hossein Paymani Zad 3
1 PhD Student in Sports Management, Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
2 Assistant Professor of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
3 Associate Professor, Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
چکیده [English]

The current research was conducted with the aim of presenting a model of student sports marketing in Iran. This research was applied in terms of purpose and in terms of method, it was an exploratory analysis and a combination of qualitative and quantitative studies.The statistical population in the qualitative section included 20 management professors and expert sports managers who were selected by the snowball method until saturation. The quantitative part consisted of 595 people, including experts and professors of sports management, national managers of student sports, responsible experts and provincial directors of physical education. Based on Morgan's table, 250 people from the statistical population were randomly surveyed. Descriptive statistics tests, independent one-sample t-test, exploratory factor analysis and structural equation modeling were used for data analysis. Based on the results, the most important factors identified in the marketing management of Iranian student sports were advertising for competitions, attracting financial support, information systems, brand development, event quality. In addition, the Iranian student sports marketing management model was a favorable fit. According to the findings, it can be concluded that it is necessary to effectively plan for the development of the quality of sports events, particularly in popular sports, and also to design and register separate brands for student sports and sports events.

کلیدواژه‌ها [English]

  • Marketing
  • Student sports
  • Structural equation
  • Model
  • Iran
Baker, B. J., McDonald, H., & Funk, D. C. (2016). The uniqueness of sport: Testing against marketing's empirical laws. Sport Management Review, 19(4), 378-390. https://doi. org/10.1016/j.smr.2016.02.002
Ballouli, K., & Heere, B. (2015). Sonic branding in sport: A model for communicating brand identity through musical fit. Sport Management Review, 18(3), 321-330. https://doi. org/10.1016/j.smr.2014.03.001
Eagleman, A. N. (2013). Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies. Sport Management Review, 16(4), 488-497. https://doi.org/10.1016/j.smr.2013.03.004
Ebrahimzadeh, I., & Yari, M. (2012). Comparative Study Of Factors Influencing Tourists’behavioral Patterns In Tourism Market Planning Using Swot Model Between Iran And U.S. Geographical journal of tourism space, 1(1), 1-26. https://www.sid.ir/paper/214357/en
Ferrand, A., & McCarthy, S. (2009). Marketing the sports organisation: Building networks and relationships. Routledge. https://www.routledge.com/Marketing-the-Sports-Organisation -Building-Networks-and-Relationships/Ferrand-McCarthy/p/book/9780415453301
Hosseini, S. E. (2009). Determining the Marketing Pattern of the Iranian Football Premier League [PhD, Tarbiat Modares University]. Tehran, Iran. https://ganj.irandoc.ac.ir// #/articles/2f7d135d1f0ae2c302000219374f4c42
Hudson, S. (2003). Sport and adventure tourism. Routledge. https://www.routledge.com/Spo rt-and-Adventure-Tourism/Hudson/p/book/9780789012760
Jamaat, K., Shabani Bahar, G., Goodarzi, M., & Honari, H. (2017). Sport for All Consumer Behavior Model. Contemporary Studies On Sport Management, 7(14), 29-41. https: //doi.org/10.22084/smms.2018.13908.2070
Jensen, J. A., & Cornwell, T. B. (2021). Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport. Journal of Business Research, 124(2), 790-799. https://doi.org/10.1016/j.jbusres.2018.10.029
Kirkpatrick, N., Pederson, J., & White, D. (2018). Sport business and marketing collaboration in higher education. Journal of Hospitality, Leisure, Sport & Tourism Education, 22, 7-13. https://doi.org/10.1016/j.jhlste.2017.11.002
Lee, S., Kim, Y., & Heere, B. (2018). Sport team emotion: Conceptualization, scale development and validation. Sport Management Review, 21(4), 363-376. https://doi.org/10.1016/j .smr.2017.08.007
Lee, S., & Walsh, P. (2011). SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport. Sport Management Review, 14(4), 361-369. htt ps://doi.org/10.1016/j.smr.2010.12.003
Lee, T. R., Hsu, M. C., Dadura, A. M., & Ganesh, K. (2013). TRIZ application in marketing model to solve operational problems for Taiwanese aquatic products with food traceability systems. Benchmarking: An International Journal, 20(5), 625-646. https://doi.org/1 0.1108/BIJ-01-2012-0001
Memari, Z., Khabiri, M., Hamidi, M., Kazem Nejad, A., & Yadolahi, J. (2009). Modeling and studying the effectiveness of 4-factor marketing mix model in Iran sport service industry. Sport Management Journal, 1(2), 133-148. https://jsm.ut.ac.ir/article_219 23.html?lang=en
O’Hallarn, B., Shapiro, S. L., Wittkower, D. E., Ridinger, L., & Hambrick, M. E. (2019). A model for the generation of public sphere-like activity in sport-themed Twitter hashtags. Sport Management Review, 22(3), 407-418. https://doi.org/10.1016/j.smr.2018.06.001
Pitts, B. G., & Stotlar, D. K. (2007). Fundamentals of sport marketing (3 ed.). Fitness Information Technology. https://cir.nii.ac.jp/crid/1130282272353077376
Pouder, R. W., Clark, J. D., & Fenich, G. G. (2018). An exploratory study of how destination marketing organizations pursue the sports tourism market. Journal of Destination Marketing & Management, 9, 184-193. https://doi.org/10.1016/j.jdmm.2018.01.005
Rezvani, M., & Khodadad Hosseini, S. H. (2008). Designing a Fuzzy Marketing Integrated Communication Model (Case Study: Medical and Sports Equipment Manufacturing Industry). Management Perspective, 7(29), 137-189. https://www.sid.ir/paper/448054/en
Schyvinck, C., & Willem, A. (2018). A typology of cause-related marketing approaches in European professional basketball. Sport Management Review, 21(4), 347-362. https://doi.org/ 10.1016/j.smr.2017.08.006
Sheikhi, D., & Pazoki, M. (2017). Assessing and Prioritizing the Factors Affecting Rural Tourism Marketing Using the Marketing Mix Model (A Case Study: Jozan District, Malayer Township). Journal of Rural Research, 8(3), 488-501. https://doi.org/10.22059/jrur. 2017.63478
Srisiri, S. (2008). Attitudes towards sports sponsorship at Srinakharinwirot University in Thailand [Doctoral, United States Sports Academy]. Daphne, Alabama. https://cir.nii.ac.jp/crid/1 130000794291433856
Tarighi, R., Hamidi, M., & Rajabi, H. (2012). Designing the sports marketing model of the National University Sports Federation of the Islamic Republic of Iran. Research in university sports, 5(2), 15-30. https://www.noormags.ir/view/en/articlepage/1133255
Willem, A., Girginov, V., & Toohey, K. (2019). Governing bodies of sport as knowledge brokers in Sport-for-All communities of practice. Sport Management Review, 22(5), 584-599. https://doi.org/10.1016/j.smr.2018.08.005