نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا، تهران، ایران
2 دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا، تهران، ایران
3 فردوسی مشهد
4 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه گیلان، رشت، ایران.
چکیده
هدف از این پژوهش بررسی اثر بازاریابی حسی بر ارتقاء برند اماکن ورزشی بود. پژوهش حاضر از نوع تحقیقات توصیفی- پیمایشی و از نظر هدف کاربردی بود. جامعه آماری پژوهش شامل کلیه مشتریان اماکن ورزشی منتخب شهر مشهد بود. نمونه پژوهش از طریق نمونه‌گیری در دسترس انتخاب شدند (348 نفر). برای جمع‌آوری داده‌ها از پرسشنامه بازاریابی حسی یوچارونکیت (2015) و ارتقاء برند رضوی (1395) استفاده شد. روایی محتوایی آن توسط 11 تن از صاحب‌نظران و اساتید دانشگاهی و پایایی آن نیز با آزمون آلفای کرونباخ (84/0) تأیید گردید. تجزیه و تحلیل داده‌ها به روش معادلات ساختاری و با استفاده از نرم‌افزار AMOS ورژن 24 و آزمون ضریب همبستگی پیرسون (SPSS 24) انجام شد. بر اساس نتایج تحقیق در مجموع، بازاریابی حسی و 5 مؤلفه آن (حواس، احساس، تفکر، عمل و رابطه) بر روی ارتقاء برند اماکن ورزشی منتخب شهر مشهد اثرگذار است. با توجه به این مؤلفه‌ها به مسئولین و مدیران اماکن ورزشی توصیه می‌شود جهت بهره‌مندی هر چه بیشتر از مزایای بازاریابی حسی بر روی برندهای ورزشی خود، استفاده از تکنیک‌های بازاریابی حسی را در برنامه‌های استراتژیک خود قرار دهند.
کلیدواژه‌ها
عنوان مقاله [English]
Analyzing the effect of sensory marketing on brand promotion of sports venues
نویسندگان [English]
- Sorayya Roohi Bohloli Ahmadi 1
- Nahid Atghia 2
- seyed morteza azimzadeh 3
- Ali Nazarian 4
1 Master of Sports Management, Department of Sports Management, Faculty of Sports Sciences Alzahra University, Tehran, Iran
2 Associate professor, Alzahra University, Tehran, Iran
3 ferdowsi university of mashhad
4 Ph.D. Student of Sport Management, Faculty of Physical Education, University of Guilan, Rasht, Iran.
چکیده [English]
The purpose of this study was to investigate the effect of sensory marketing on brand promotion of sports venues. The present study was a descriptive-survey research and applied in terms of purpose. The statistical population of the study included all customers of selected sports venues in Mashhad. Research samples were selected through available sampling (348 people). For data collection, Ucharunkit Sensory Marketing Questionnaire (2015) and Razavi Brand Promotion (2016) were used. Its content validity was confirmed by 11 experts and university professors and its reliability was confirmed by Cronbach's alpha test (0.84). Data were analyzed using structural equations using AMOS software version 24 and Pearson correlation coefficient test (SPSS 24). Based on the results of the research in general, sensory marketing and its 5 components (senses, feelings, thinking, action and relationship) are effective in promoting the brand of sports venues in Mashhad. Due to these components, it is recommended to the officials and managers of sports venues to use the use of sensory marketing techniques in their strategic plans in order to benefit more from the benefits of sensory marketing on their sports brands.
کلیدواژه‌ها [English]
- Brand promotion
- Sports venues
- Sensory marketing
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