Document Type : Research Paper
Authors
1 Department of Physical Education, Faculty of Humanities, Islamic Azad University, Gorgan Branch, Gorgan, Iran
2 Department of Physical Education, Faculty of Humanities, Islamic Azad University, Gorgan Branch, Gorgan, Iran.
Abstract
Introduction: The purpose of this study was to determine development strategies of sport digital economy in Iran.
Methods: This research was a qualitative research in terms of data collection method, which was conducted by grounded theory method and systematic approach of Strauss and Corbin, and a semi-structured qualitative interview was used to collect data. The statistical population of the study included the scientific and executive elites who had experience in the fields of economics, technology, IT, e-commerce, digital businesses and digital economy and a total of 21 interviews were conducted. For data analysis, three stages of open, axial and selective coding were used as 31 open codes were obtained in five categories.
Results: Using new digital media in sport, smartening of sports services and processes, employing skilled staff in the field of information technology in sports, designing sport platforms and applications, supporting sports entrepreneurs and startups were strategies for developing digital economy of sports in Iran.
Conclusion: Due to the fact that today the market environment has changed from its traditional form to digitalization, therefore, organizations, federations, clubs and sports-related jobs must implement the proposed strategies according to their circumstances
Keywords
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