نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد آیت‌اله آملی، دانشگاه آزاد اسلامی، آمل، ایران
2 دانشیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد قائم‌شهر، دانشگاه آزاد اسلامی، قائم‌شهر، ایران
3 استادیار مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران
چکیده
پژوهش حاضر با هدف ارائۀ مدل توسعۀ هواداری در لیگ برتر فوتبال ایران انجام شد. روش پژوهش، آمیختۀ کیفی-کمّی با رویکرد اکتشافی بود. جامعۀ آماری در بخش کیفی، خبرگان و در بخش کمّی، تماشاگران حاضر در ورزشگاه‌های لیگ برتر در فصل 1399-1398 بودند. نمونۀ آماری در بخش کیفی، 15 نفر از خبرگان، اساتید، اعضای هیئت‌علمی مدیریت ورزشی، مربیان، داوران، مسئولان فدراسیون و افراد مطلع از فوتبال بودند و 400 نفر در بخش کمّی نمونۀ آماری را به روش در دسترس تشکیل دادند. در بخش کیفی، ابزار جمع‌آوری اطلاعات مصاحبۀ نیمه‌ساختاریافته با خبرگان بود که به روش گلوله برفی تا اشباع نظری ادامه یافت و نتایج برگرفته از این مصاحبه در قالب یک پرسشنامه با 13 عامل اصلی در بخش کمّی استفاده شد. برای روایی محتوایی از نظر خبرگان و اعتبار سازه (تحلیل عاملی اکتشافی و تأییدی)، برای تعیین پایایی مدل از دو شاخص پایایی ترکیبی و آلفای کرونباخ و از شاخصهای روایی واگرا و همگرا و مدل‌سازی معادلات ساختاری از نرم‌افزارهای اس.پی.اس.اس. نسخۀ 23 و پی.ال.اس. نسخۀ دو استفاده شد. شاخص برازش مدل به‌صورت 65/0GOF= گزارش شد و نتایج پژوهش مدل نهایی را در 13 عامل شامل روابط عمومی، مکان و تسهیلات، کانال‌های توزیع، محصول، کیفیت و فرایند، اجرای قوانین، قیمت‌گذاری، مشوق‌ها، قدرت بازار، برنامه‌ریزی جذب، مدیریت هوادار، تعامل پرسنل و هواداران و ترویج تأیید کرد؛ بنابراین ضرورت دارد که توجه به این زمینه‌ها و سرمایه‌گذاری در آن‌ها صورت گیرد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Fan Development Model in the Iranian Football Premier League
نویسندگان [English]
- mohammad amin farrokhnia 1
- Seyyed Jafar Moosavi 2
- Nasrollah Mohammadi 3
1 Ph.D. Student of Sport Management, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran
2 Associate Professor, Department of Physical Education, QaemShahr Branch, Islamic Azad University, QaemShahr, Iran
3 Assistant Professor, Department of Sport Management, Payame Noor University (PNU), Tehran, Iran
چکیده [English]
The purpose of this study is to present the model of fan development in the Iranian Football Premier League. The research method is qualitative-quantitative mixed with exploratory approach. The statistical population included experts in the qualitative section and spectators in the Premier League stadiums in the quantitative section in the (98-99) season. The statistical sample in the qualitative section included 15 experts, professors, faculty members of sports management, coaches, referees, federation officials and people familiar with football, and 400 people in the quantitative section formed the statistical sample by available methods. The data collection tool in the qualitative part was a semi-structured interview with experts which was continued by snowball method until theoretical saturation and the results of this interview were used in the form of a questionnaire with 13 main factors in the quantitative part. In this study, for content validity from the point of view of experts and structural validity, to determine the reliability of the model from the two indicators of hybrid reliability and Cronbach's alpha and from the indicators of divergent and convergent narrative (Ave) and modeling of structural equations SPSS software version 23 and PSL2 were used. The GOF = 0.65 fitness index was reported and the final model research resulted in 13 factors of public relations, location and facilities, distribution channels, product, quality and process, law enforcement, pricing, incentives, market power, planning. Recruitment, fan management, staff and fan interaction, and promotion were approved. It is necessary to invest and pay attention to these areas.
کلیدواژه‌ها [English]
- Fan
- Football
- Premier League
- Sports Industry
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