Document Type : Research Paper
Authors
1 Associate professor in sport management, Faculty of physical education and sport sciences, Shahid Bahonar University of Kerman
2 Associate professor in sport management, Faculty of physical education and sport sciences, University of Isfahan, Isfahan, Iran.
Abstract
The purpose of this study was to identify the expectations and demands of generation Z fans in sports industry. This research was a qualitative exploratory study that has been done using a thematic analysis method. The statistical population of the study included experts in the field of sports management and futurology, and according to the nature of the research, 18 sport fans were interviewed as the research participants through snowball sampling until reaching the theoretical saturation. The tool used in the research was a semi-structured interview. The thematic analysis of the data by Braun and Clarke’s (2006) method led to the extraction of 96 codes, 11 sub-themes and five main themes. The findings revealed that "tendency to diversity", "social responsibility", "Tendency to be seen", "social interactions", and "being up-to-date" are among the expectations and desires of generation Z fans in the field of sports. Considering the importance of the Z generation in sport setting, according to the findings of the research, it is possible to provide the proper conditions for this group of fans and facilitate the ground for their greater inclination towards sports by fulfilling of their expectations in sports.
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