نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه فردوسی مشهد ، ایران
2 عضو هیات علمی
3 عضو هیئت علمی دانشگاه فردوسی مشهد
4 گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه حکیم سبزواری، سبزوار، ایران
چکیده
هدف تحقیق حاضر واکاوی الگوهای ذهنی خبرگان در خصوص مشکلات برند ملی ورزش کشور بود. این پژوهش از منظر هدف، کابردی و به دلیل استفاده از روش شناسی کیو، از نوع آمیخته بود. در اولین مرحله، با استفاده از روش نمونه‌گیری هدفمند با 14 نفر از متخصصان مدیریت ورزشی، مدیریت بازاریابی ورزشی، متخصصان حوزه برندسازی، صاحب‌نظران و کارشناسان در حوزه دیپلماسی عمومی و ورزشی، متخصصان در حیطه گردشگری عمومی و ورزشی و اصحاب رسانه جهت مشخص نمودن عبارات کیو مصاحبه شد. بعد از این مرحله نوبت به شناسایی ذهنیتها با روش کمی و به کمک تکنیک تحلیل عاملی کیو رسید در پژوهش حاضر تعداد مشارکت کنندگان 29 نفر بود به صورت غیر احتمالی بودند که عبارات کیو را مرتب نمودند. با استفاده از چرخش واریماکس و تحلیل عاملی اکتشافی، عوامل بالا با استفاده از نرم افزار SPSS نسخه 22 دسته‌بندی شدند. یافته‌ها نشان داد که هفت الگوی ذهنی "فضای قانونی و حاکمیت بازدارنده"، "گرایش به مدیریت نامناسب"، "فشارهای بیرونی و تحریم‌ها"، "عدم وجود بازارهای آزاد"، "ساختاری فرهنگی ورزشی ضعیف"، "مشکلات اقتصادی و سرمایه‌داری" و "ضعف رسانه‌های ورزشی کشور" در خصوص مشکلات پیرامون برند ملی ورزش کشور وجود دارد. در یک نتیجه گیری کلی باید بیان کرد که ساختار ورزش کشور نتوانسته است که برند خود را به خوبی در کشور تبیین کند و به عنوان یک برند ملی چه در سطح داخلی چه در سطح بین اللملی مطرح نماید و این مهم استنباط می‌شود که برای برون‌رفت از آن باید بسیار ریشه‌ای به حل مسئله اقدام نمود.
کلیدواژه‌ها
عنوان مقاله [English]
Analyzing the mental patterns of experts regarding the problems of the country's national sports brand
نویسندگان [English]
- Ahmad Nazari torshizi 1
- Mahdi Talebpour 3
- Ali Benesbordi 4
1 PhD student of Sport management, Ferdowsi university, Mashhad
2
3 Professor of Sport Management, Ferdowsi University of Mashhad
4 sport management department, sport science faculty, Hakim Sabzevari University, Sabzevar, Iran
چکیده [English]
The purpose of this research was to analyze the mental patterns of experts regarding the problems of the country's national sports brand. This research was of a mixed type from the point of view of purpose, application, and due to the use of Q methodology. In the first stage, using a targeted sampling method with 14 people from sports management, sports marketing management, branding experts, experts and experts in the field of public diplomacy and sports, experts in the field of public and sports tourism and media people. An interview was conducted to determine the cue expressions. After this stage, it was time to identify the mentalities with the quantitative method and with the help of Q factor analysis technique. In the current research, the number of participants was 29 people, they arranged the Q expressions in a non-probabilistic manner. Using Varimax rotation and exploratory factor analysis, the above factors were categorized using SPSS version 22 software. The findings showed that seven mental patterns "legal environment and restrictive governance", "tendency to improper management", "external pressures and sanctions", "absence of free markets", "weak sports cultural structure", "economic problems" and capitalism" and "the weakness of the country's sports media" regarding the problems surrounding the country's national sports brand. In a general conclusion, it should be stated that the sports structure of the country has not been able to explain its brand well in the country and present it as a national brand both domestically and internationally,
کلیدواژه‌ها [English]
- "National sports brand"
- "Mental patterns"
- "Q methodology"
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