نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه تربیت بدنی و علوم ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران
2 گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران
چکیده
مقدمه: تحقیق حاضر با هدف طراحی مدل مدیریت آشوب‌گونة بازاریابی اثربخش در محیط توسعۀ ورزش قهرمانی ایران به روش آمیخته ترکیبی انجام گرفت.
روش پژوهش: جامعۀ آماری در بخش کیفی شامل 10 نفر از استادان مدیریت ورزشی و مدیران ورزشی نخبه و در بخش کمی شامل استادان مدیریت ورزشی و صاحب‌نظران حوزۀ بازاریابی و رئیس و معاونان فدراسیون‌ها و کارکنان بخش بازاریابی فدراسیون‌های ورزشی و کمیتۀ ملی المپیک، مربیان و ورزشکاران نخبه است که تعداد آنها 396 نفر بود و بر اساس جدول مورگان 220 نفر به‌عنوان نمونه انتخاب شدند. در ابتدا به روش دلفی گویه‌های تحقیق شناسایی شدند و به روش ساختاری تفسیری مدلسازی انجام گرفت. سپس ابزار کمی تحقیق تدوین و روایی آن توسط استادان مدیریت ورزشی و تحلیل عاملی اکتشافی و تأییدی تأیید و پایایی آن به‌وسیلة آزمون آلفای کرونباخ 91/0 محاسبه شد.
یافته‌ها: یافته‌ها نشان داد مدل ساختاری تفسیری دارای 12 مؤلفه در پنج سطح است و مدل کمی تحقیق نیز دارای پنج مؤلفة اصلی بوده و دارای برازش مطلوب است.
نتیجه‌گیری: می‌توان نتیجه گرفت سازمان‌های ورزشی باید با برنامه‌ریزی برای عوامل مؤثر بر نقاط حساس و آشوب‌گونه زمینۀ توسعۀ ورزش قهرمانی را در محیط آشوب‌گونه فراهم کنند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Designing Chaotic Model for Effective Marketing in Athletic Sport of Iran, Mixed Research
نویسندگان [English]
- Majid Khorsandi Fard 1
- Hossein Peymanizad 1
- Mohammad Reza Esmaeilzadeh Ghandehari 1
- Mohammad Kashtidar 2
- Amir Nikoonam 1
1 Department of Sport Science, Mashhad Branch, Islamic Azad University, Mashhad, Iran
2 Department of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]
Introduction: The purpose of this study was designing chaotic model for effective marketing in athletic sport of Iran based on mixed method.
Methods: The statistical population in the qualitative section included 10 sports management professors and elite sport managers and in quantitive section included sports management professors and marketing experts and chairpersons and vice chairmen of federations and sports marketing staff of sports federations and the National Olympic Committee, elite coaches and athletes that were 396 people and according to the Morgan table, 220 individuals were selected as samples. First, Delphi method was used to identify the research items and model by structured interpretation modeling method. Then, a quantitative research tool was developed and its validity was verified by sports management professors and exploratory and confirmatory factor analysis and reliability was calculated by Cronbach's alpha test 0.91.
Results:
Findings show that the interpretive structural model has 12 components in 5 levels, and the quantitative research model has five main components and has significant fit.
Conclusion: It can be concluded that sports organizations should provide development of athletic sport in the chaotic environment by planning for factors influencing the critical and chaotic points.
کلیدواژه‌ها [English]
- Athletic Sport
- Chaos
- Chaotic Management
- Marketing
- Mixed Method
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