اثر ارزش‌های درک شده از رویداد و تصویر از رویداد بر تمایل به بازگشت تماشاگران مسابقات اسب‌دوانی گنبدکاووس

نوع مقاله: مقاله پژوهشی

نویسندگان

1 گروه تربیت‌بدنی و علوم ورزشی، واحد علی‌آباد کتول، دانشگاه آزاد اسلامی، علی‌آباد کتول، ایران

2 گروه تربیت‌بدنی و علوم ورزشی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران

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

کلیدواژه‌ها


عنوان مقاله [English]

The effect of event perceived values and the event perceived image on the spectators’ desire to return to horse racings in Gonbad Kavous

نویسندگان [English]

  • Fatemeh Dankob 1
  • Akram Esfahani Nia 1
  • Nasser Bai 2
  • Habib Asgharpour 1
1 Department of Physical Education, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.
2 Department of Physical Education, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran.
چکیده [English]

Purpose: The present study aimed at investigating the effect of event perceived values and event perceived images on the spectators desire to return to horse racings in Gonbad Kavous.
Methodology: This is a descriptive research, which was done in survey method. The statistical population includes all spectators (3480 person) participated in the horse racing that was hold during the spring period in the eighth week of these racing in 2018. According to the Cochran formula, 347 spectators were selected by simple random sampling as the statistical sample of the research. For collecting the research data, the sport event perceived values questionnaire by Yueying (2015), Hussein sport event image (2016) and the sport spectator’s desire to return by Ryu et al (2011) were used. The questionnaires validity was verified by five faculty members of the sport management and their reliability coefficient was calculated by using Cronbach’s alpha test, respectively, 0.79, 0.86, and 0.81. In order to analyze the data and to identify the effects of research variables, the structural equation modeling was applied by using PLS software.
Findings: This section confirmed the positive and significant effect of the event’s emotional, educational, social value and the effect of event’s positive image on the spectators’ desire to return.
Conclusion: According to the results, it can be concluded that the event perceived values and the event perceived image can play an important role in the spectators’ desire to return. 
 
 

کلیدواژه‌ها [English]

  • Social Value
  • Educational Value
  • Emotional Value
  • Image of Event
  • Desire to Return
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