The qualitative study of development of dimensions of attracting and retaining the spectators in the Iran women's volleyball by NVivo

The goal of this research is development of dimensions of attracting and retaining the spectators in the Iran women's volleyball from the perspective views of experts which is performed by qualitative approach. This research performed by framework and thematic analysis. Population research consisted of women's experts in volleyball (more than 15 years active history) (55 person) that 25 experts selected by purposive sampling and snowball technique as research sample. Here the semi-structured interview was used for production of the data. In order to make this research more reliable, external inspection and validation tools were used by participants. We used SPSS 22 software to investigate the demographic characteristics. For determining the codes and main topics and also presenting the graphic models, we used from qualitative data analysis software as NVivo 8. In this research we extracted 7 themes to attract the spectators (the attractiveness of the league, media, advertising, gym and sporting equipment, making culture, technical performance and material benefits) and 12 themes to retain the spectators (communication tools, trust, entertainment programs, national media coverage, advertising and event information, interaction of personnel, welfare and side service of event, satisfaction, gym and equipment of sport, technical performance, material benefits and management of the event). Due to the special importance of the presence of spectators in sport events, it seems that the awareness and identification of managers and practitioner of women's volleyball are important factors to attract and retain the spectators in sport events.