نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری دانشجوی دکترا، گروه تربیت بدنی، واحد قزوین، دانشگاه ازاد اسلامی، قزوین، ایران
2 استادیار استادیار، گروه تربیت بدنی، واحد قزوین، دانشگاه ازاد اسلامی، قزوین، ایران
چکیده
استخرهای شنا در دوران کرونا بسیاری از مشتریان خود را از دست داده‌اند و فرایند بازگرداندن این مشتریان در دوران پساکرونا نیازمند الگویی اجرایی و عملیاتی مبتنی بر بازاریابی ورزشی است. مقاله حاضر با هدف ارائه الگوی بازاریابی استخرهای آبی در دوران پسا کرونا انجام شده است. این مقاله از منظر هدف یک پژوهش بنیادی است که با روش پژوهش آمیخته و مبتنی بر استدلالی قیاسی، استقرایی صورت گرفته است. جامعه آماری این پژوهش شامل خبرگان نظری (اساتید مدیریت بازاریابی) و خبرگان تجربی (مدیران استخرهای شنا) است. نمونه‌گیری به روش غیراحتمالی و به صورت هدفمند صورت گرفته است. ابزار گردآوری داده‌ها مصاحبه و پرسشنامه می‌باشد. جهت تحلیل مصاحبه‌های تخصصی، روش آینده‌پژوهی بکار گرفته شده است. همچنین شاخص‌های شناسایی شده با روش دلفی فازی اعتبارسنجی شده است. در نهایت به ارائه مدل نهایی پژوهش با روش ساختاری، تفسیری پرداخته شده است. تحلیل داده‌های پژوهش در فاز کیفی با نرم‌افزار ATLAS TI و در فاز کمی با نرم‌افزار Matlab انجام شده است. براساس نتایج پژوهش، پیشران‌های اقتصادی، قوانین، سیاسی، یارانه‌ها، ساخت و اجاره، محیطی، بهداشتی به‌عنوان متغیرهای تاثیرگذار، پیشران‌های مکان، اجتماعی، پرسنل، دوش و رختکن به‌عنوان متغیرهای خودمختار، پیشران‌های فرهنگی، خدمات ویژه، رقبا، بهای بلیط، خدمات برنامه ریزی به‌عنوان متغیرهای پیوندی و پیشران‌های تاثیرپذیر قهرمانی، استراتژی، خدمات فیزیکی، تبلیغات مستقیم، کودکان، سالمندان، مشتریان جوان نیز به‌عنوان متغیرهای تاثیرپذیر نتیجه شدند.
کلیدواژه‌ها
عنوان مقاله [English]
Providing a marketing model for swimming pools in the post-Corona era with a futures research approach
نویسندگان [English]
- Fariba hafezi 1
- Fariba mohamadian 2
- zahra Nobakht Ramezani 2
1 PhD student PhD Student, Department of Physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 Assistant Professor Assistant Professor, Department of Physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده [English]
Swimming pools during the Corona lost many of their customers, and the process of returning these customers in the post-Corona period requires an executive and operational model based on sports marketing. The present article aims to provide a marketing model of water pools in the post-corona era. This article is from the perspective of the purpose of a fundamental research that has been done by a mixed research method based on deductive, inductive reasoning. The statistical population of this research includes theoretical experts (professors of marketing management) and experimental experts (managers of swimming pools). Sampling was done in a non-probabilistic and purposeful manner. Data collection tools are interviews and questionnaires. For the analysis of specialized interviews, the prospective research method has been used. The identified indicators have also been validated by fuzzy Delphi method. Finally, the final model of the research is presented with a structural, interpretive method. Research data analysis was performed in the qualitative phase with ATLAS TI software and in the quantitative phase with Matlab software. According to the research results, economic, legal, political, subsidies, construction and rental, environmental, health as effective variables, location, social, personnel, shower and locker room as autonomous variables, cultural drivers, special services, competitors, ticket prices, services Planning as influential variables and drivers of heroism, strategy, physical services, direct advertising, children, the elderly, the Young customers also resulted in influential variables.
کلیدواژه‌ها [English]
- Water Pools
- Sports Marketing
- Post-Corona
- Blended Approach
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