Document Type : Research Paper
Authors
1 PhD student in Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Sports Management Department, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
4 Professor of Sports Management Department of Allameh Tabatabai University, Tehran, Iran
Abstract
The present study was conducted with the aim of designing the process of popularity to myth in athletes. The present study method was mixed. The statistical sample of the qualitative section included coaches, sports managers, and university professors who were directly involved in the process of transforming an elite athlete into a myth. In order to identify these samples, the purposive sampling method was used. The statistical population in the quantitative section included all people related to elite athletes who are known as myths. The data collection tool in the present study included semi-structured interviews and a researcher-made questionnaire. In order to analyze the data of the present study, coding and structural equation testing were used. The entire data analysis process of the present study was carried out in SPSS, PLS, and Maxqda software. The results of the study showed that the process of transforming athletes' popularity into myth consists of five main components: popularity enhancement, stability, role modeling, interventions, and myth. Based on the analyses, it was found that popularity enhancement has a significant effect on stability (coefficient β = 0.833) and stability has a significant effect on role modeling (coefficient β = 0.819). The results of the study also showed that role modeling has a significant effect on myth (coefficient β = 0.301) and interventions have a significant effect on myth (coefficient β = 0.715). According to the findings of the study, it can be concluded that paying attention to the identified components (popularity enhancement, stability,
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