نویسندگان
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دانش آموخته کارشناسی ارشد، گروه تربیت‌بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
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استادیار، گروه تربیت‌بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
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استادیار، گروه تربیت‌بدنی و علوم ورزشی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف پژوهش حاضر بررسی تأثیر خصوصیسازی و تبلیغات بر درآمدزایی باشگاههای ورزشی استان اردبیل می‌باشد.
روش‌شناسی: تحقیق حاضر از نوع توصیفی-همبستگی بر پایه مدل‌سازی معادلات ساختاری بود. جامعه آماری پژوهش حاضر را 90 نفر ار کارشناسان، مدیران و سرپرستان باشگاههای ورزشی تشکیل می‌دادند که در نهایت، 72 نفر به‌صورت تصادفی به پرسشنامه‌های محقق ساخته خصوصیسازی، تبلیغات برای باشگاههای ورزشی و میزان درآمد باشگاه‌ها پاسخ دادند. جهت تجزیه و تحلیل داده‌ها از مدل معادلات ساختاری مبتنی بر روش حداقل مربعات جزئی در نرم‌افزار اسمارت پی‌ال‌اس استفاده شد.
یافته‌ها: نتایج نشان داد خصوصیسازی بر درآمدزایی باشگاههای ورزشی تأثیر مثبت و معنی‌داری دارد (481/13=t، 634/0=β). همچنین، تبلیغات بر درآمدزایی باشگاههای ورزشی تأثیر مثبت و معنی‌داری داشت (675/6=t، 286/0=β). بررسی برازش مدل نیز نشان داد که مدل ارائه شده پژوهش از برازش قوی برخوردار می‌باشد (847/0=GOF).
نتیجه‌گیری: باشگاههای ورزشی می‌توانند از طریق خصوصیسازی به سمت تعدیل ساختار ، توسعه خدمات و مدیریت هزینه‌ها گام بردارند و از طریق تبلیغات با تغییر موانع ورود به بازار رقابت نمایند.
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