نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی، واحد گرگان، دانشگاه آزاد اسلامی، گرگان، ایران
2 استادیار گروه تربیت بدنی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد گرگان، گرگان، ایران
3 دانشیار گروه تربیت بدنی، واحد گرگان، دانشگاه آزاد اسلامی، گرگان، ایران
چکیده
هدف از این پژوهش، طراحی الگوی توسعة اقتصاد دیجیتال در ورزش ایران بود. این پژوهش به لحاظ روش گردآوری داده‌ها از نوع پژوهش‌های کیفی بود که با روش گراندد تئوری و رویکرد نظام‌مند استراوس و کوربین انجام گرفت و از مصاحبة کیفی نیمه‌ساختاریافته برای جمع‌آوری داده‌ها استفاده شد. جامعة آماری پژوهش شامل نخبگان علمی و اجرایی ورزش کشور بود که در حوزه‌های اقتصاد، فناوری، IT، تجارت الکترونیک، کسب‌وکارهای دیجیتال و اقتصاد دیجیتال تجربه داشتند و در مجموع 21 مصاحبه انجام گرفت. برای تجزیه‌وتحلیل داده‌ها از سه مرحلة کدگذاری باز، محوری و انتخابی استفاده شد که 140 کد باز به‌دست آمد و در پنج مقولة شرایط علی، زمینه‌ای، مداخله‌گر، راهبردها و پیامدهای توسعة اقتصاد دیجیتال در ورزش دسته‌بندی شدند. توسعة دسترسی به رایانه و اینترنت، تجاری شدن ورزش، رشد تجارت الکترونیک و فناوری‌های دیجیتال از پیشران‌های توسعة اقتصاد دیجیتال در ورزش بود. با توجه به اینکه امروزه فضای بازار از شکل سنتی خود به سمت دیجیتالی شدن تغییر یافته است، ازاین‌رو سازمان‌ها، فدراسیون‌ها و باشگاه‌های ورزشی و مشاغل مرتبط با ورزش باید ضمن سازگاری با این تغییرات، استراتژی دیجیتالی‌سازی فرایندها، خدمات و فعالیت‌های خود را تنظیم کنند.
کلیدواژه‌ها
عنوان مقاله [English]
Designing Sport digital economy development model in Iran
نویسندگان [English]
- Shahnaz Karimian 1
- Asra Askari 2
- Zynalabedin Fallah 3
- Taher Bahlekeh 2
1 PhD Student in Sports Management, Department of Sport Sciences, Gorgan Branch, Islamic Azad University, Gorgan, Iran
2 Assistant Professor, Department of Physical Education, Faculty of Humanities, Islamic Azad University, Gorgan Branch, Gorgan, Iran
3 Associate Professor, Gorgan Branch, Islamic Azad University, Gorgan, Iran
چکیده [English]
The purpose of this study was to design a model for the development of sport digital economy in Iran. 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 140 open codes were obtained and in five categories of causal conditions, contextual, intervening, strategies and consequences of digital economy development in sports were classified. The development of access to computers and the Internet, the commercialization of sports, the growth of e-commerce and digital technologies were among the drivers of the development of the digital economy in sports. Due to the fact that today the market environment has changed from its traditional form to digitalization, therefore, organizations, federations and sports clubs and sports-related jobs must adapt to these changes and design their strategy for digitizing their processes, services, and activities.
کلیدواژه‌ها [English]
- Digital Economics
- Sports Economics
- Information and Communication Technology
- Sports Technology
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