نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری رشته مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران
2 دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران
3 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران
چکیده
هدف از پژوهش حاضر طراحی مدل ساختاری برند رویدادهای ورزشی در ایران بود. این پژوهش، از نظر هدف، کاربردی و از حیث ماهیت، توصیفی- پیمایشی بود. جامعه آماری شامل کلیه اساتید دانشگاهی در حوزه مدیریت و بازاریابی ورزشی و مدیران و کارشناسان برگزاری رویدادهای ورزشی بود که حجم نمونه آماری به تعداد قابل کفایت بر اساس تعداد 16 متغیر پنهان، 354 نفر تعیین و از طریق نمونه‌گیری در دسترس و هدفمند گزینش شدند. برای گردآوری داده‌ها از پرسشنامه محقق ساخته و جهت تجزیه و تحلیل داده‌ها و بررسی برازش مدل از مدل‌سازی معادلات ساختاری استفاده شد. نتایج نشان داد که اثر ویژگی رویداد بر بازاریابی، نوآوری، مزیت رقابتی و قابلیت برند رویداد معنادار بود. همچنین قابلیت برند رویداد بر برندسازی و بازاریابی رویداد؛ بازاریابی رویداد بر مزیت رقابتی، ارزش برند، عملکرد برند رویداد و برندسازی؛ و نوآوری رویداد بر بازاریابی و مزیت رقابتی رویداد؛ مزیت رقابتی رویداد بر عملکرد برند و ارزش برند؛ و در نهایت عملکرد برند رویداد بر ارزش برند، اثری معنادار دارند. می‌توان بیان داشت که ارائه‌دهندگان رویدادهای ورزشی می‌توانند با اقداماتی مانند اجرای برنامه‌های کنترل کیفیت عملکردی، بهبود کیفیت خدمات و همچنین توجه به زیبایی ظاهری اماکن ورزشی، قیمت‌گذاری متناسب با نوع و کیفیت رویداد ورزشی و کاهش هزینه‌های غیرمستقیم مثل زمان، و حمل و نقل و کسب اطلاعات؛ کیفیت ادراک شده مشارکت‌کنندگان را از خدمات افزایش دهند و در نتیجه ارزش ویژه برندشان ارتقاء دهند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Presenting a Structural Model for Iranian Sports Events Brands
نویسندگان [English]
- Reyhaneh Naghshzan Khajouie 1
- Mehdi Salimi 2
- Rasool Nazari 3
1 Ph.D Candidate in Sport management, Physical Education faculty, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
2 Associate Professor of Sports Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran
3 Associated Professor in sport management, Physical Education faculty, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
چکیده [English]
The purpose of the present research was to present a structural model for Iranian sports events brands. It is an applied study in purpose and descriptive-survey in nature. The statistical society consist of all academic professors in sport management and marketing and managers and experts in holding sport events, that the sample size was determined to be 354 individuals with sufficient number based on 16 latent variables selected through convenience and purposive sampling. Data were collected using a researcher-made questionnaire. Structural equation modeling is used to analyze the data and check the fit of the model. According to the results, the event attribute has a significant effect on marketing, innovation, competitive advantage, and event brand capability. Event branding capability also has a significant effect on event branding and marketing, event marketing on competitive advantage, brand value, event brand performance, and branding, event innovation on event marketing and competitive advantage, event competitive advantage on brand performance and brand value, and finally, event brand performance on brand value. Arguably, sports event providers can enhance the service quality perceived by the participants by adopting several measures such as implementing performance quality-control programs, improving service quality (SQ), as well as considering the physical attractiveness of sports venues, pricing tailored to the type and quality of the event, and reducing indirect costs such as time, transportation, and information acquisition. Consequently, they can strengthen their brand equity.
کلیدواژه‌ها [English]
- Brand
- Sports Events
- Spectators
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