Introduction: The aim of the current research was to identify the factors of the value offered to the customers of entertainment and sports complexes in Tehran.
Research method: The qualitative research method is a theme analysis. The statistical population of this research included managers, personnel, and customers of entertainment and sports complexes in Tehran, as well as academic experts. The sampling method was purposeful and using the snowball technique. The research tool was an interview that was conducted with 59 people. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.87.
Findings: In order to analyze the data-based theory method was used. The findings of this research showed that factors of the value offered by the customers of entertainment and sports complexes in Tehran were categorized in the form of 5 main themes. The categories include: functional value proposition, situational value proposition, emotional value proposition, social value proposition, and cognitive value proposition. These 5 items include 25 themes and 121 agents or open codes.
Conclusion: Based on findings of this research, we conclude that for development of entertainment and sports complexes in Tehran, it should be focused on the categories extracted from this research, which through the identification of the proposed values desired by the customers, can be directed towards He took fundamental steps to meet their needs.