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طراحی الگوی توسعة فرهنگ هواداری در لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت‌بدنی و علوم ورزشی، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران

2 استادیار مدیریت ورزشی، گروه تربیت‌بدنی و علوم ورزشی، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران

3 استادیار رفتار حرکتی، گروه تربیت‌بدنی و علوم ورزشی، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران

چکیده

توسعة فرهنگ هواداری یکی از رویکردهای درآمدزایی و توسعة پایدار اقتصادی باشگاه‌ها در کشورهای صاحب فوتبال است. پژوهش حاضر با هدف طراحی الگوی توسعة فرهنگ هواداری در لیگ برتر فوتبال ایران انجام شد. این پژوهش از نوع کیفی بود که با به‌کارگیری نظریة داده‌بنیاد انجام شد. جامعة آماری پژوهش خبرگان آگاه از حوزة پژوهش بودند که نمونه‌گیری از آن‌ها به‌صورت هدفمند و با روش گلوله‌برفی انجام شد. داده‌ها بعد از اجرای 15 مصاحبه به مرحلة اشباع نظری رسید.تجزیه‌وتحلیل داده­ها در سه مرحلة کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی انجام شد. نتایج پژوهش نشان‌دهندة‌ ۷۹ کد اولیه دسته‌بندی‌شده از مصاحبه‌ها و استخراج ۲۳ مقوله بود که شامل شرایط علّی (ارزش­ های فردی، تخصص‌گرایی، وابستگی، هویت برند و هویت مشترک)، شرایط زمینه­ ای (مقوله ­های بسترهای فرهنگی، بسترهای اجتماعی، بسترهای رسانه ­ای، بسترهای زیرساختی و کیفیت)، شرایط مداخله­ ای (افراد مشهور، سیاسی، نگرش، اقتصادی و گرایش و علاقه‌مندی)، راهبردها (آسیب ­شناسی و ریشه ­یابی، شناخت، به‌کارگیری الگوهای بومی فرهنگ‌سازی، مهارت‌آموزی و یادگیری و حمایت و پشتیبانی) و پیامدها (پیامد رفتاری، پیامد فرهنگی و پیامد اجتماعی) بودند؛ بنابراین، مدیران و مسئولان ورزش کشور باید به این متغیرها به‌عنوان عوامل مهم در توسعة فرهنگ هواداری توجه کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Pattern of Fandom Culture Development in the Iranian Premier League

نویسندگان [English]

  • Seyyed Ziaoddin Razavi 1
  • Mina Mostahfezian 2
  • Hamid Zahedi 3

1 Ph.D. Student in Sport Management, Department of Physical Education and Sports Science, Najafabad Branch, Islamic Azad University, Najafabad, Iran

2 Assistant Professor, Department of Physical Education and Sports Science, Najafabad Branch, Islamic Azad University, Najafabad, Iran

3 Assistant Professor, Department of Physical Education and Sports Science, Najafabad Branch, Islamic Azad University, Najafabad, Iran

چکیده [English]

One of the approaches to income generation and sustainable economic development of the clubs in the countries owning football is the development of fan culture. The purpose of the present study was to design a Pattern of Fandom Culture Development in the Iranian Premier League. This is a qualitative research performed by applying data base hypothesis. The research population of this research included well-aware scholars in the field of research, and the sampling was done purposely with the snow-ball method. Here the data were hypothetically saturated after 15 interviews. Data were analyzed in three stages of open coding, axial coding, and selective coding. The results of the research revealed 79 preliminary codes classified from the interviews and 23 subjects were extracted ، that include causal conditions (individual values, specialization, dependency, brand identity and shared identity), contextual conditions (cultural context categories, social contexts, media contexts, infrastructure contexts, and quality), interventions (celebrities, politics, attitudes, economics, and interests), strategies (pathology and rooting, cognition, applying native patterns of culture, skills training and learning and support) and outcomes (behavioral, cultural, and social outcomes). Therefore, sport managers and authorities in Iran should consider these variables as important factors in developing a culture of advocacy and fan.

کلیدواژه‌ها [English]

  • Development
  • Cultural Fan
  • Premier League
  • Qualitative Research
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مطالعات مدیریت ورزشی
دوره 12، شماره 62
مهر و آبان 1399
مهر و آبان 1399
صفحه 221-250
فایل ها
سابقه مقاله
  • تاریخ دریافت: 09 دی 1398
  • تاریخ بازنگری: 06 فروردین 1399
  • تاریخ پذیرش: 31 فروردین 1399
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