Sport Management Studies

Identification Factors Affecting the Market Demand of Women's Taekwondo Clubs

Document Type : Research Paper

Authors

1 Assistance Professor of Sport Management, Shahid Chamran University of Ahvaz

2 M.Sc. Student of Sport Management, Shahid Chamran University of Ahvaz

Abstract
In recent years, women’s taekwondo has grown dramatically in the country, and this increases the number of sports clubs and competition with other sport fields. Success in such space requires identification and consideration of customers’ expectations. The main purpose of this study was to identify factors affecting the market demand for women’s taekwondo clubs. The statistical population of this research includes all customers over 14 years of women’s taekwondo clubs in Ahvaz. Using randomized cluster sampling method, 119 athletes were selected as the statistical sample. The research tool was a modified questionnaire for market demand dimensions Kim et al (2009). After verifying the validity of experts (n=9), reliability of the questionnaire was verified by Cronbach’s alpha coefficient. Descriptive statistics (mean, standard deviation, frequency, percentage, etc.) and inferential statistics (exploratory and confirmatory factor analysis) were used to analyze the data. The findings showed that seven factors of individual privilege, club equipment, club performance, trainer’s knowledge, coach’s behavior, familiarity with Korean culture and club atmosphere affect the demand of women’s taekwondo clubs. Women’s taekwondo clubs need to put the identified agents and components in this research in their work plan, so that they can help to survive and increase their market share, in an existing competitive environment.

Keywords

Main Subjects

  1. Aghili, S. V., & Qareati, A. (2013). South Korean diplomacy is about welcoming the Iranian people to the culture and goods of this country. Media studies, 8(21), 161-79. (Persian).
  2. Alavi, S. M., Najafi Siahroudi, M., & Rahimzadeh, M. (2016). Identifying and categorizing customer needs of a sport club using Kano model (A case through study: Sport club through Narjes Shiraz). Applied Research of Sport Management, 4(15), 53-65. (Persian).
  3. Braunstein, J. R., Zhang, J. J., Trail, G. T., & Gibson, H. J. (2005). Dimensions of market demand associated with pre-season training: Development of a scale for major league baseball spring training. Sport Management Review, 8(3), 271-96.
  4. Byon, K. K., Zhang, J. J., & Connaughton, D. P. (2010). Dimensions of general market demand associated with professional team sports: Development of a scale. Sport Management Review, 13(2), 142-57.
  5. Chen, C.-Y., Lin, Y.-H., & Lin, Y.-K. (2012). A demand analysis for the Chinese Professional Baseball League 1990-2008. International Journal of Sports Marketing and Sponsorship, 13(2), 17-26.
  6. Cianfrone, B. A., Zhang, J., Pitts, B., & Byon, K. K. (2015). Identifying key market demand factors associated with high school basketball tournaments. Sport Marketing Quarterly, 24(2), 91.
  7. Davoudi, A., & Rezazadeh, A. (2013). Structural equation modeling with Tehran polytechnic institute: Organization Publishing Jahad University. (Persian).
  8. Jafari, A., Moradi, M., & Rafiei Nia, P. (2007). Comparing some of the superior and non-wise women's taekwondo mental skills. Olympic Quarterly, 15(37), 113-24. (Persian).
  9. Keshgar, S., Ghasemi, H., & Tojari, F. (2011). Sports marketing management: ELMoHAREKAT Publisher. (Persian).
  10. Kim, M. K., Zhang, J., Jackson Jr, E. N., Connaughton, D. P., & Kim, M. (2013). Modification and revision of the scale of market demand for Taekwondo schools. Measurement in Physical Education and Exercise Science, 17(3), 187-207.
  11. Kim, M. K., Zhang, J. J., & Ko, Y. J. (2009). Dimensions of market demand associated with Taekwondo schools in North America: Development of a scale. Sport Management Review, 12(3), 149-66.
  12. Ko, Y. J., & Pastore, D. L. (2005). A Hierarchial model of service quality for the recreational sport industry. Sport Marketing Quarterly, 14(2), 84-97.
  13. Ko, Y. J., & Pastore, D. L. (2004). Current issues and conceptualizations of service quality in the recreation sport industry. Sport Marketing Quarterly, 13(3), 158-66.
  14. Mullin, B., Hardy, S., & Sutton, W. (2007). Sport marketing (13). Human Kinetics.
  15. Parkhouse, B. L. (2001). The management of sport: Its foundation and application: McGraw-Hill Companies.
  16. Rabbani, M., Afrad, M., & Rabbani, H. (2009). Taekwondo: ELMoHAREKAT Publisher.
  17. Rahmani, M., & Amirtash, A. M. (2016). An analysis of the causes of market demand in the iranian volleyball super league, of the audience and experts in sports management. European Journal of Physical Education and Sport Scienc, (Persian).
  18. Rahbari, S., Shokrolahi, M., & Taheri, M. (2011). Sports Marketing in New time. (Persian).
  19. Report of the World Federation of Taekwondo Status in Iran. (2015). (Persian).
  20. Saeedi, R., Hosseini, S., & Farzam, F. (2015). Relationship quality of service with satisfaction and loyalty of ladies' club customers in Mazandaran province. Journal of Sport Management and Motor Behavior, 11(22), 29-38. (Persian).
  21. Schmidt, R. J. (1986). Mind and body: East meets West. Champaign: Human Kinetics Publisher.
  22. Soheili, B., Tojari, F., & Amirtash, A. (2013). The impact of coaches self efficacy on relationship between the coach-athlete in sports leagues of Iran. European Journal of Experimental Biology, 3(1), 52-6.
  23. Williams, B., Onsman, A., & Brown, T. (2010). Exploratory factor analysis: A five-step guide for novices. Journal of Emergency Primary Health Care (JEPHC), 8(3),    1-13.
  24. Williams, J. M., Kenow, L. J., Jerome, G. J., Rogers, T., Sartain, T. A., & Darland, G. (2003). Factor structure of the coaching behavior questionnaire and its relationship to athlete variables. The Sport Psychologist, 17(1), 16-34.
  25. Zhang, J. J., Lam, E. T., & Connaughton, D. P. (2003). General market demand variables associated with professional sport consumption. International Journal of Sports Marketing and Sponsorship, 5(1), 24-46.
  26. Zhou, L., & Zhang, J. (2017). Variables affecting the market demand of sport lottery sales in China: the case of Guangdong Province. International Journal of Sports Marketing and Sponsorship, 18(1), 116-36.
Sport Management Studies
Volume 11, Issue 54
June & July 2019
July and August 2019
Pages 153-170

  • Receive Date 15 December 2017
  • Revise Date 30 April 2018
  • Accept Date 05 May 2018

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us