بررسی مدل‌های کسب‌‌وکار با تمرکز بر گردشگری ورزشی

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 استادیار، گروه تربیت بدنی، دانشگاه فرهنگیان، اصفهان، ایران.

2 دانشیار، گروه کسب و کار دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

3 استادیار، گروه تربیت بدنی، دانشگاه فرهنگیان، تهران، ایران.

4 استادیار، گروه مدیریت آموزشی، دانشگاه فرهنگیان، تهران، ایران

10.48301/kssa.2023.324929.1956

چکیده

هدف از این تحقیق، تبیین مدل کسب‌‏‌وکارهای گردشگری ورزشی و شناسایی عناصر سازنده این مدل می‌باشد. این پژوهش از حیث نوع پژوهش، کاربردی است و از نظر گردآوری داده‌های موردنیاز از نوع توصیفی- پیمایشی می‌باشد. جامعه آماری پژوهش حاضر مالکان و مدیران کسب‌وکارهای گردشگری ورزشی هستند که حداقل ۵ سال تجربه فعالیت دارند. ۱۴ نفر از آنها با استفاده از روش تحقیق کیفی و راهبرد نمونه‌گیری هدفمند ناهمگون و غیر‏تصادفی به‌عنوان اعضای نمونه انتخاب شدند. مصاحبه‌ها به‌صورت نیمه‌‏ساختاریافته انجام شد. با استفاده از روش تحلیل محتوای کیفی و بر اساس کدگذاری باز، مفاهیم استخراج و سپس با استفاده از روش کدگذاری محوری مؤلفه‏‌ها بر اساس ابعاد مدل استروالدر تعیین گردیدند. در نهایت تصویر کلانی از مدل کسب‌وکارهای گردشگری ورزشی در قالب بوم مدل کسب‌وکار ارائه شد. بر اساس نتایج تحقیق، مجموعاً ۳۲ مؤلفه در قالب ۹ بعد اصلی شناسایی شدند. نتایج حاصل از این تحقیق نشان می‌‏دهد که ۹ بعد اصلی مدل کسب‌وکارهای گردشگری ورزشی با مدل استروالدر مطابقت دارد. ۳۲ مؤلفه نیز مخصوص مدل کسب‌وکارهای گردشگری ورزشی شناسایی و معرفی شد. به کارآفرینان حوزه گردشگری ورزشی پیشنهاد می‌‏شود به موضوع طراحی، به‏روز‏رسانی مستمر و نوآوری در همه ابعاد و عناصر مدل کسب ‏وکار ارائه‌شده در این تحقیق به‌عنوان یک الگوی جامع توجه کنند زیرا حوزه گردشگری ورزشی تنوع بسیار زیادی در کسب‌وکارهای مختلف دارد. دقت به نوع ورزش، منطقه جغرافیایی و چرخه عمر کسب‏‌وکار نیز از توصیه‌‏های مهم است.

کلیدواژه‌ها


عنوان مقاله [English]

The Study of Business Models Focusing on Sports Tourism

نویسندگان [English]

  • Naser Gholami 1
  • Reza Mohammad Kazemi 2
  • Roohollah Mohammadi Mirzaei 3
  • Seyed Rasul Hoseini 4
1 Assistant Professor, Department of Physical Education, Farhangian University, Isfahan, Iran.
2 Associate Professor, Department of Entrepreneurship, Tehran University, Tehran, Iran.
3 Assistant Professor, Department of Physical Education, Farhangian University, Tehran, Iran.
4 4Assistant Professor, Department of Educational Management, Farhangian University, Tehran, Iran.
چکیده [English]

This research aimed to present a model of sports tourism businesses and identify the components of this model. This research was applied in terms of the type of research and descriptive-survey oriented in terms of data collection. The study's statistical population included the owners and managers of sports tourism businesses with at least 5 years of experience. 14 people were selected as the sample population using qualitative research methods and heterogeneous and non-random targeted sampling strategies. The interviews were conducted in a semi-structured manner. Using qualitative content analysis method and based on open coding, the concepts were extracted, and then the components were determined based on the dimensions of the Osterwalder model using the axial coding method. Finally, a whole view of the sports tourism business model was presented in the form of a business model canvas. Based on the research results, 32 components were identified in the form of 9 main dimensions. The results showed that the 9 main dimensions of the sports tourism business model are consistent with the Osterwalder model. 32 components were also identified and introduced for the sports tourism business model. Entrepreneurs in sports tourism were advised to pay attention to design, constant updates, and innovation in all dimensions and elements of the business model presented in this research as a comprehensive model. Because sports tourism has a vast variety in different businesses, focusing attention on the type of sport, geographical area, and the business life cycle are also important factors to be considered.

کلیدواژه‌ها [English]

  • Business model
  • Sports businesses
  • Sport tourism
  • Entrepreneurship
  • Tourism
  • Sport
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