نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد، مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران
2 دانشیار، مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران
چکیده
پژوهش حاضر با هدف مدلسازی جذب حامیان مالی در ورزش قهرمانی هندبال کشور انجام گرفت. تحقیق از نوع توصیفی-پیمایشی است. جامعة آماری پژوهش شامل صاحب‌نظران (کارشناسان فدراسیون هندبال، رؤسای هیأت‌های هندبال و ورزشکاران باسابقة هندبال)، متخصصان بازاریابی ورزشی، مدیران لیگ‌های برتر هندبال آقایان و بانوان و مدیران و کارشناسان فروش و بازاریابی شرکت‌های حامی مالی موجود لیگ و مسابقات هندبال در سطح کشور به تعداد 206 نفر بود و براساس تعداد گویه‌ها، به‌عنوان نمونه انتخاب شدند. ابزار تحقیق، پرسشنامة محقق‌ساخته بود که روایی آنها با استفاده از نظر متخصصان و پایایی آن نیز از طریق ضریب آلفای کرونباخ (96/0α=) تأیید شد. برای چگونگی توزیع داده‌ها از آزمون کولموگروف-اسمیرنوف(K-S) استفاده شد. یافته‌های تحقیق حکایت از آن دارد که 5 عامل اقتصادی، اجتماعی-فرهنگی، محیطی، رسانه‌ها و ارتباطات و مدیریتی-ساختاری به‌ترتیب شاخص جذب حامیان مالی در ورزش قهرمانی هندبال را به‌صورت معنا‌دار و مثبت پیش‌بینی کردند، بدین‌ترتیب و با توجه به ضرایب به‌دست‌آمده مدل نهایی پژوهش تأیید شد. همچنین نتایج نشان داد که مدل پیشنهادی، از نکویی برازش برخوردار است و موجب جذب حامیان مالی می‌شود. بر این اساس مدیریت فدراسیون هندبال کشور لازم است که به این 5 مؤلفه توجه ویژه کرده و زیرساخت‌های لازم در این فدراسیون را به‌ویژه با توجه به شرایط و نظام اقتصادی کشور فراهم سازد و در پی ایجاد فضای رقابتی بر آن باشد.
کلیدواژه‌ها
عنوان مقاله [English]
Modeling for Attraction of Sponsors in Iran’s Handball Championships
نویسندگان [English]
- Mahnoush Reza Zade Brojeni 1
- Nahid Atghia 2
1 Master, Sports Management, Faculty of Physical Education, Al-Zahra University, Tehran, Iran
2 Associate Professor, Sports Management, Faculty of Physical Education, Al-Zahra University, Tehran, Iran
چکیده [English]
The purpose of this study was to making a model for attraction of sponsors in Iran’s handball championships. The research was a descriptive survey. The statistical population of this study consisted of experts (handball experts, heads of handball teams and handball senior athletes), sports marketing specialists, managers of super leagues former and women handball players, and experts in sales and marketing of existing sponsoring companies of the league and handball competitions in the country. The number of them was 206 and were selected as sample based on the number of items. The research instrument was a researcher-made questionnaire whose validity was confirmed by experts and its reliability was confirmed by Cronbach's alpha coefficient (α = 0.96). The Kolmogorov-Smirnov test (K-S) was used for distributing data. The findings of the research indicate that five factors of economic, social, cultural, environmental, media and communication and management-structural, respectively, predicted the attraction of financial supporters in the sport of the handball championship in a meaningful and positive way. Thus, according to the co-efficient. The final model of the research was approved. Also, the results showed that the proposed model is fit for use and attracts sponsors. Accordingly, the management of the handball federation of the country needs to pay special attention to these five components and provide the necessary infrastructure in this federation, especially with regard to the conditions and economic system of the country, and it is imperative that as soon as possible, and looking for a competitive atmosphere.
کلیدواژه‌ها [English]
- Attract
- sponsor
- championship sport
- handball
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