نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد مدیریت ورزشی، دانشکدة تربیت بدنی دانشگاه تهران، تهران، ایران

2 دکتری تخصصی مدیریت ورزشی، دانشکدۀ تربیت بدنی دانشگاه تهران، تهران، ایران

چکیده

هدف از این پژوهش تعیین و اولویت‏بندی عوامل مدیریت و برنامه‏ریزی و کیفیتی موثر بر برندسازی رویدادهای ورزشی ایران بود. روش پژوهش ترکیبی و از نوع کمی‏−کیفی بود. در بخش کیفی، ابزار مصاحبه و در بخش کمی پرسشنامه‏ی AHP برای جمع‌آوری داده‌ها مورد استفاده قرارگرفت. جامعه‌ی تحقیق، نخبگان وخبرگان درزمینه‌ی مدیریت ورزشی، رویدادهای ورزشی و بازاریابی ورزشی بودند که با استفاده از دو روش نمونه‌گیری نظری و گلوله‌برفی تعداد 11 نفر انتخاب شدند. نتایج نشان داد، مؤلفه‏ها‏ی موثر عامل مدیریت و برنامه‏ریزی به ترتیب اهمیت شامل: طراحی مسترپلن ، منابع، و ارتباطات و شبکه‏سازی مدیر رویداد، و مؤلفه‏ها‏ی موثر عامل کیفیت رویداد نیز به ترتیب اهمیت شامل: مطبوعیت ادراک‌شده، فناوری اطلاعات و ارتباطات‌ ، ورود به مرحله‌ی صنعتی‌شدن‌ورزش، و کیفیت خدمات ادراک‌نشده‌(ناملموس)، می‏شود. سازمان‌های برگزارکننده و مدیران رویدادهای ورزشی می‏توانند با بکارگیری مولفه‏های مدیریتی و کیفیتی موثر در برندسازی از مزایای برند رویداد، مانند افزایش علاقه‌مندی حامیان مالی و رسانه‌ها، پیش‏فروش بلیت‏های رویداد و بسیاری دیگر بهره‌مند شوند.

کلیدواژه‌ها

عنوان مقاله [English]

Identify and prioritize the factors affecting of quality and management on branding sports event in Iran.

نویسندگان [English]

  • Seyed Nasrollah Sajjadi 1
  • Mahmood Goodarzi 1
  • Nargess Fasihmardanloo 2

1 Professor of sport management, Faculty of Physical Education and Sport sciences, University of Tehran, Tehran, Iran

2 Ph.D. of sport management, Faculty of Physical Education and Sport sciences, Tehran University, Tehran, Iran

چکیده [English]

The purpose of this study was to identify and prioritize the factors quality ,management and planning which are Effective ,of branding sports event in Iran. Combination of research methods and quantitative - qualitative. In the qualitative interviews and quantitative AHP questionnaire was used to collect data. Research community were experts and elites of sports management, sports events and sports marketing who using theoretical and Snowball sampling, 11 individuals were selected. The results showed, Effective ingredients in order of importance to Management and planning included: Design Master Plan, resources, and communications and networking event manager and ,Effective ingredients in order of importance to the quality of the event included: Perceived amenities, ICT, Enter the stage of industrialization Sports, Not perceptions of service quality (intangible). Event Organisations and managers can utilize effective management and quality components are the benefits of branding event, such as an increase in interest and media sponsors, ticket sales are able to enjoy the event, and many others.

کلیدواژه‌ها [English]

  • Branding
  • event branding
  • event management
  • event marketing
  • event quality
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