مطالعات مدیریت ورزشی

برندسازی جمهوری اسلامی ایران از طریق موفقیت‌های بین‌المللی ورزشکاران نخبه در رویدادهای ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه رازی

2 دانشجوی دکتری دانشگاه رازی

چکیده
هدف پژوهش حاضر ارائه الگوی برندسازی جمهوری اسلامی ایران از طریق موفقیت‌های بین‌المللی ورزشکاران نخبه در رویدادهای ورزشی بین المللی بود که با رویکرد کیفی و روش نظریه داده بنیاد (استراوس و کوربین،1998) انجام گرفت. جامعة آماری پژوهش شامل خبرگان علمی و اجرایی (فدراسیون ها، مدیران، اساتید خبره و کارشناسان ورزشی) در زمینه مدیریت ورزشی و اساتید با تجربه حضور در رویدادهای بین‌المللی ورزشی بود که به روش نمونه‌گیری نظری هدفمند 15 نفر انتخاب و با آن‌ها مصاحبه و تا اشباع نظری ادامه یافت. روایی ابزار پژوهش (مصاحبه)، توسط مصاحبه‌شوندگان و اساتید خبره، بررسی و تایید گردید و برای سنجش پایایی از روش توافق درون موضوعی (74%) استفاده شد. از روش تحلیل تماتیک و نظریه داده بنیاد در سـه مرحله کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی انجام شد و در نهایت مدل کیفی پژوهش ارائه شد. یافته‌های پژوهش نشان داد که عوامل اثر گذار بر برندسازی کشور از طریق موفقیتهای بین المللی ورزشکاران نخبه شامل 18 مقوله اصلی، 41 مفهوم و 183 عامل یا کدباز بود. بر مبنای نتایج، پیشنهاد می‌شود که برای برند سازی کشور از طریق موفقیتهای ورزشکاران نخبه از نتایج این پژوهش استفاده گردد.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Presenting the Islamic Republic of Iran Branding Pattern through International Success of Elite Athletes in Sporting Events

نویسندگان English

  • Hossein Eydi 1
  • leila soltanian 2
  • zeinab rahmati asl 2
1 Razi University
2 PHD university
چکیده English

The purpose of this study was to branding the Islamic Republic of Iran through the international success of elite athletes in Sporting Events that performed through qualitative approach and foundation data theory method (Strauss and Corbin, 1998). The statistical population of the study included scientific and executive experts (federations, managers, professors and sports experts) in the field of sports management and experienced professors attending international sporting events that 15 people were selected by theoretical sampling method and interviewed. The validity of the research tool (interview) was reviewed and confirmed by interviewees and expert professors and intra-subject agreement method (0.74) also used to assess reliability. In order to analyze the data, thematic analysis and data theory foundation were used, which were done in three stages of open coding, axial coding and selective coding and then qualitative model of research was designed. The findings of the present study showed that Factors affecting the branding of the country through the international success of elite athletes include 18 main categories, 41 concepts and 183 open code. Based on the results, it is suggested that the results of this research be used to branding the country through the success of elite athletes.

کلیدواژه‌ها English

  • National Pride
  • Grounded Theory
  • Elite Athletes
  • Branding
  • International Event
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  • تاریخ دریافت 06 آذر 1399
  • تاریخ بازنگری 30 شهریور 1400
  • تاریخ پذیرش 03 مهر 1400

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