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شناسایی عوامل مؤثر بر جذب حامیان ورزش قهرمانی (مطالعه موردی: استان خراسان شمالی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران

2 استادیار دانشگاه آزاد اسلامی واحد شاهرود، شاهرود ایران

3 استادیار دانشگاه آزاد اسلامی واحد شاهرود، شاهرود، ایران

4 استادیار مدیریت ورزشی، دانشکدة علوم انسانی، دانشگاه نیشابور، نیشابور، ایران

چکیده

امروزه حمایت ورزشی یک ابزار اثربخش بازاریابی برای شرکت‌های تجاری است، که برای صنعت ورزش نیز یک روش کسب درآمد محسوب می‌شود. هدف تحقیق پیش رو شناسایی عوامل مؤثر برجذب حامیان در ورزش قهرمانی استان خراسان شمالی بود، روش تحقیق آمیختة اکتشافی بود که در مرحلة اول 30 نفر از خبرگان ورزش استان به‌صورت هدفمند و گلوله‌برفی مورد مصاحبة عمیق قرار گرفتند. با تحلیل تم داده‌های کیفی 100 کد مختلف در 15 تم فرعی و سه تم اصلی تولید شد. برای مرحلة کمی پرسشنامه‌ای 100 سؤالی طراحی شد و با تأیید 7 نفر از خبرگان ورزش استان، روایی آن تأیید شد. جامعة آماری در مرحلة کمی کلیة اعضای هیأت‌های ورزشی، باشگاه‌ها، شرکت‌های حامی، ورزشکاران و مربیان زبده، استادان رشتة مدیریت ورزشی و رؤسای ادارات ورزش و جوانان شهرستان‌ها به تعداد 143 نفر بودند که به‌صورت تمام‌شمار جهت نمونه انتخاب شدند، تحلیل عاملی تأییدی مرتبة اول و دوم داده‌های پرسشنامه نشان داد که شاخص‌های برازش مدل عوامل مؤثر بر جذب حامیان از توان بالایی برخوردار است و طبق نتایج از 100 سؤال اولیه 65 سؤال تأیید شد، سه عامل مؤثر برجذب حامیان ورزشی به‌ترتیب اهمیت عوامل داخلی (عوامل مدیریتی، منابع مالی، منابع انسانی، سیستم بازاریابی، سیستم اطلاعاتی، تولید یا عملیات حمایتی و تحقیق و توسعه)، عوامل خارجی خرد (مشتریان، رسانه‌ها، رقبای بالقوه و رقبای غیرمستقیم) و عوامل خارجی کلان (سیاسی، اقتصادی، اجتماعی و فناوری) بودند.

کلیدواژه‌ها

عنوان مقاله [English]

Identification of Factors Affecting the Attraction of Sponsors in Championship Sport (Case Study: North Khorasan Province)

نویسندگان [English]

  • hadi bagheri 1
  • bagher morsal 2
  • ali fahiminejad 3
  • amin rashid lamir 4

1 Student of Sport Management, Shahroud Branch, Islamic Azad University, Shahrood, Iran

2 Assistant Professor of Islamic Azad University Shahroud Branch, Shahroud Iran

3 Assistant Professor of Islamic Azad University Shahroud Branch, Shahroud Iran

4 Assistant Professor of Sport Management, Faculty of Humanities, University of Neyshabour, Neyshabour, Iran

چکیده [English]

Today sport sponsorship is an effective marketing tool for businesses, which is considered as a revenue-generating method for the sport industry. The aim of the current study was to identify those factors affecting the attraction of sponsors in championship sport in north Khorasan province. The method was exploratory mixed. In the first phase, 30 sport experts in the province underwent deep interviews by purposive and snowball method. Qualitative data theme was analyzed and 100 different codes were generated in 15 sub-themes and 3 main themes. For the quantitative phase, a questionnaire with 100 items was designed and validated by 7 sport experts in the province. In the quantitative phase, the statistical population consisted of all members of sporting boards, clubs, sponsor companies, athletes and professional coaches, sport management professors and heads of Sport and Youth offices of cities (N=143) who were selected as the sample by census sampling method. First order and second order of confirmatory factor analysis of data obtained from the questionnaire showed that the fit indices of the model of the factors affecting the attraction of sponsors had a high potential, and 65 items out of 100 primary items were confirmed according to the results. Three factors affecting the attraction of sport sponsors were prioritized as follows: internal factors (management, financial resources, human resources, marketing system, information system, supportive production or operation and research and development), micro external factors (customers, media, potential competitors and indirect competitors) and macro external factors (political, economic, social and technological).

کلیدواژه‌ها [English]

  • championship sport
  • marketing strategy
  • marketing through sport
  • sport industry
  • sport sponsorship motives
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نشریه مدیریت ورزشی
دوره 11، شماره 4
دی 1398
صفحه 761-785
فایل ها
سابقه مقاله
  • تاریخ دریافت: 04 آذر 1396
  • تاریخ بازنگری: 07 آبان 1398
  • تاریخ پذیرش: 19 آبان 1397
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