Exploring the Influencing Factors on the Market Segmentation of Sports Events in Iran Based on Audience Motivation

Mahmoudi, Ahmad; Abolhoseini, Ali; Aminzadeh, Reza

doi:10.22059/jsm.2024.367926.3224

Exploring the Influencing Factors on the Market Segmentation of Sports Events in Iran Based on Audience Motivation

Document Type : Research Paper

Authors

Ahmad Mahmoudi ¹

Ali Abolhoseini ²

Reza Aminzadeh ³

¹ Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.

² Department of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba’i University, Tehran, Iran

³ Department of Physical Education and Sports Sciences, Faculty of Humanities, Imam Reza International University, Mashhad, Iran

https://doi.org/10.22059/jsm.2024.367926.3224

Abstract

Introduction: The aim of the current research was to explore the influencing factors on the segmentation of the sports events market in Iran based on the motivation of the spectators.
Methods: The present qualitative research was conducted with thematic analysis method and the statistical population included all professors of physical education and sports sciences at universities in the country (specifically, sports management and sports marketing), managers of sports events, experts and workers in the field of sports marketing and tourism, spectators and companies and the participants were sports events. In-depth and semi-structured interviews were used. The sampling method was purposeful and the sampling continued until theoretical saturation was reached. During a process and interviews with 19 people, the interviews reached the point of theoretical saturation. Based on thematic analysis, the data were coded and analyzed. In the thematic analysis, the data obtained from the interviews with experts were coded based on the research topic.
Results: Based on the findings from the qualitative results, 154 concepts, 11 sub-themes and 3 main themes (mental factors, event characteristics and individual elements) were identified.
Conclusion: Finally, it can be said that by dividing the sports events of the country based on the motives of the spectators, it is possible to provide services and facilities according to their motives and diversify the sports events, and finally, help the growth and development of event tourism and the country's sports industry.

Keywords

Market Segmentation Spectator Motivation

Sports Events market

Sports Spectators Sports Tourism

Subjects

Sport Management

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