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Research in Sport Management and Marketing - Volume:4 Issue: 3, Summer 2023

Journal of Research in Sport Management and Marketing
Volume:4 Issue: 3, Summer 2023

  • تاریخ انتشار: 1402/04/27
  • تعداد عناوین: 6
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  • Abbas Naghizadeh-Baghi, Majid Javid *, Mohammad Heidari, Samad Goodarzi Pages 1-16
    Purpose
    Destination marketing is now as a pillar of the growth and sustainability of tourism destinations ensure of growth and economics development of destinations in the competitive in an increasingly globalized and competitive market for tourists. The purpose of present study was to designing pattern for marketing of sport tourism destinations in Ardabil province.
    Methods
    This study was an applied research on. Thus, this research was conducted using qualitative approach. Statistical population of this study consisted of sport management experts, tourism and economy experts, managers of cultural heritage & tourism department, managers of Sport & youth department, provincial government managers, municipality managers, parliament members & tourism agencies managers of Ardabil province. Mixed of some theoretical sampling methods were utilized to select the samples of this study, unstructured qualitative interviews were conducted to collect data in our study. Theoretical saturation was obtained following 21 interviews. data analysis were conducted systematically by using thematic analysis method in Nvivo 12 Plus software.
    Results
    61 codes were identified after analyzing data which were classified in 7 main classes (Informing and advertising, Tourism packages, Destination brand, Motivation and encouragement, Destination Image and Destination Endorsements) based on their importance. Finally, the Pattern of the dynamic system of marketing sport tourism destinations was drawn with Vensim PLE.
    Conclusion
    The results of present study provide the politicians and planners of this province with adequate approaches to approaches to accelerate the development of tourism destinations economically in Ardabil Province.
    Keywords: Sport Tourism, Tourism Destinations, Destination Marketing, system dynamic
  • Hossein Faridniya, Nasrin Azizian Kohan, Hamed Kheirollahi Meidani *, Fatemeh Behrooz Damirchi Pages 17-28
    Purpose
    the purpose of this research is to investigate the effect of applying guerrilla marketing techniques on emerging sports brand equity.
    Methods
    The research methodology is semi-experimental in terms of practical purpose and in terms of data collection method, and subjects were divided into two experimental and control groups, Data analysis was done by covariance technic. The data collection tool was Kim et al.'s (2003) Brand Equity Questionnaire. The statistical population included emerging and new sports brands, one of which was selected through available sampling. To present descriptive data, statistical frequency index, frequency percentage, and in inferential statistics section, the Kolmogorov Smirnov test was used to check the normal distribution of data. To check the homogeneity of variance, the Levene test was used, and the unvariate test was employed to analyze the data and compare the average of the subject groups. The software used in this research is SPSSV19.
    Results
    According to the results of covariance analysis, the application of guerrilla techniques has a significant effect on the brand equity of emerging sports businesses (effect size = 0.31, F = 17.11). Also, the significance of research components such as brand image (effect size = 0.17, F = 8.03), perceived brand quality (effect size = 0.13, F = 5.61), brand loyalty (effect size = 0.18), F=8.39) was also determined on emerging sports businesses.
    Conclusion
    The results of the current research show that the use of guerrilla marketing techniques has a significant impact on the special value of emerging sports brands.
    Keywords: Brand, Guerrilla Marketing, Brand Equity, Emerging Sports Brands
  • Mahdi Talebpour, Mohammad Keshtidar *, Mahnaz Golgoli Pages 29-43
    Purpose
    The purpose of this research is to provide a strategic model of entrepreneurship in sports organizations.
    Methods
    based on the type of method, it is interpretive and with an inductive approach. Data collection is based on the systematic approach of Strauss-Korben (1997) and fundamental data theory. Therefore, three stages of coding were used to analyze the qualitative data collected from the interviews. The statistical population is university professors in the field of sports sciences, employees of the general administration and sports and youth departments of Khorasan Razavi province, activists in the field of sports start-ups, and entrepreneurs in the field of sports.
    Results
    The conceptual model extracted in this research describes the development of strategic entrepreneurship in sports organizations in the form of six dimensions of the paradigm model including causal conditions (systemic factors, strategic factors, institutional factors, entrepreneurial factors ,and financial factors). main phenomenon (main causes); Strategy (education and research, development of communication and technology, political-legal actions and policy-making and incentives-incentives and actions); field conditions (teamwork, strategic branding, human resources); It shows the intervening conditions (restrictors: market barriers and needs assessment barriers. Facilitators: networking and opportunism) and consequences (economic consequences, social consequences, and sports and health consequences).
    Conclusion
    The development of strategic entrepreneurship in sports organizations can be used as a basic tool to increase competitiveness, develop an entrepreneurial culture, and attract financial and human resources.
    Keywords: Entrepreneurship, Strategic, Strategic Entrepreneurship, Employment, Sport
  • MohammadSaeid Kiani *, Leila Nazari, Leila Shahbazpour Pages 44-54
    Purpose

    The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on purchase intention.

    Method

    A researcher-made questionnaire was used to collect information. The statistical population of the research was made up of Adidas company's customers; A random sampling method was used to select the sample, and finally 342 questionnaires were collected online. This research is applied in terms of purpose and descriptive-survey in terms of nature. In order to analyze the data and check the hypotheses, Smart-PLS software was used.

    Results

    The results showed that the informativeness of advertisements, social role and image, and creativity in advertisements have a positive and significant effect on the attitude towards social media advertisements. Finally, a positive and significant effect was found between the attitude towards social media advertisements and purchase intention.

    Conclusion

    Given that the expected performance has a positive effect on the customers' intention to purchase the products presented in social media advertisements, institutions, organizations And the executive bodies, with whatever mission, mission, goal and vision they have, ultimately operate in a national or international territory and must be accountable to customers, clients, shareholders and beneficiaries.

    Keywords: Social media, Advertising, attitude, Purchase Intention, Sport Management
  • Mehdi Salimi *, Arezoo Taghavy Pages 55-76
    In the present era, development in professional sports is considered a symbol of a country's power, and undoubtedly, sports marketing guarantees the survival and growth of professional sports. Therefore, this research aimed to provide a comprehensive model of sports marketing development using a mixed-method approach. In the qualitative section, conducted with the Grounded Theory and Glaser's approach, the participants consisted of stakeholders in the research field (university professors, sports marketing researchers, senior managers of federations and prominent sports clubs) in 2021. Fifteen semi-structured in-depth interviews were conducted, and the data obtained from the interviews were analyzed through open, selective, and theoretical coding in three stages. Additionally, second-order factor analysis was used to confirm the identified factors in the qualitative section, validating 128 concepts, 24 sub- category, and 9 main categories. The results showed that the phenomenon of sports marketing development is influenced by various factors, which can be categorized into 9 groups: capital structure, transformation management, strategic operational alignment, process efficiency, information dissemination network, marketing doctrine, governance and management structure, resource allocation, and legal and research compliance. Among the practical aspects of this model, we can mention the identification of the target market, analysis of competitors, determination of competitive advantage, raising the level of difference and differentiation of products and services, and determination of marketing channels more accurately and appropriately.
    Keywords: marketing, Sports Marketing, Comprehensive Model, Development
  • Abolfazl Farahani *, Lachin Noorollahi, Alimohammad Safania, Reza Nikbakhsh Pages 77-97
    Purpose
    The aim of this study was to designing an e-business model in Iranian sports tourism ‎with ‎emphasis on organizational factors ‎
    Methods
    ‎‏ ‏the research method was derived from grounded theory for explaining and analyzing ‎findings ‎‎from exploratory interviews. The study population was the Professors, top startup ‎managers in ‎the ‎field of tourism and managers of Iran sports tourism association, touring & ‎automobile club ‎of the Iran, IFTGA(Iran Federation of Tourist Guide Associations), and ‎electronic business ‎expert’s ministry of cultural heritage, handicrafts ‎and tourism. The sampling ‎method was a ‎combination ‎of purposeful sampling and snowball. ‎The ‎research tool included an ‎open source ‎‎interview. In the data analysis phase, the ‎content ‎analysis and counts of the themes ‎‎were employed ‎in open, axial and selective ‎coding stages‎. ‎ ‎‏
    Results
    The results of the data obtained from the interviews during the ‎open, pivotal and ‎selective ‎codification process led to the creation of the data driven theory in ‎the field of e-‎business model in ‎Iranian sports tourism with emphasis on organizational factors ‎‏.‏‎ ‎According ‎to the study, e-business ‎Sports tourism is a multi-sectoral structure that is affected by ‎a set of ‎underlying factors, ‎intervening conditions, causal conditions, strategies and ‎consequences.‎
    Conclusion
    In general in the world at present, e-business tourism sports will not succeed if ‎they are ‎‎not equipped ‎with these organizational skills‎. Therefore, the integration of ‎organizational factors ‎in ‎the field of sports tourism can help in the development of e-business ‎in sports tourism. ‎
    Keywords: ‎ Sports tourism, e-business, organizational factors, Iran, Grounded Theory