نویسندگان
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گروه تربیت‌بدنی و علوم ورزشی، واحد علی‌آباد کتول، دانشگاه آزاد اسلامی، علی‌آباد کتول، ایران
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گروه تربیت‌بدنی و علوم ورزشی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف پژوهش حاضر، بررسی اثر ارزش‌های درک شده از رویداد و تصویر از رویداد بر تمایل به بازگشت تماشاگران مسابقات اسب‌دوانی گنبدکاووس بود.
روش‌شناسی: روش پژوهش توصیفی از نوع پیمایشی است و جامعه آماری آن شامل کلیه تماشاگران مسابقات اسب‌دوانی دوره بهاره گنبدکاووس در هفته هشتم این مسابقات (3480 تماشاگر) در سال 1397 بود که بر حسب فرمول کوکران، 347 تماشاگر به شیوه انتخاب تصادفی ساده به عنوان نمونه آماری پژوهش انتخاب شدند. جهت گرد‌آوری داده‌های پژوهش، از پرسشنامههای ارزش‌های درک شده از رویداد ورزشی یوئه‌یینگ (2015)، تصویر رویداد ورزشی حسین (2016) و تمایل به بازگشت تماشاگران ورزشی ریو و همکاران (2011) استفاده شد. روایی پرسشنامههای توسط 5 نفر از اساتید مدیریت ورزشی تأیید گردید و ضریب پایایی پرسش‌نامه‌ها با استفاده از آزمون آلفای کرونباخ به ترتیب 79/0، 86/0و 81/0 محاسبه گردید. برای تجزیه و تحلیل داده‌ها و شناسایی اثرات متغیرهای تحقیق، مدل‌یابی معادلات ساختاری با استفاده از نرم‌افزار پی‌ال‌اس استفاده شد.
یافته‌ها: در بخش نتایج پژوهش، تأثیر مثبت و معنی‌دار ارزش عاطفی رویداد، اثر آموزشی، ارزش اجتماعی و اثر تصویر مثبت از رویداد بر تمایل به بازگشت تماشاگران تأیید شد.
نتیجه‌گیری: با توجه به نتایج پژوهش می‌توان چنین نتیجه‌گیری کرد که ارزش‌های درک شده از رویداد و تصویر رویداد می‌توانند نقش مهمی در تمایل به بازگشت تماشاگران ایفا نمایند
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