نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت ورزشی، دانشگاه رازی
2 مدیریت ورزشی، دانشگاه رازی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Objective: The national brand is the macro image of the country in comparison, economic, historical, cultural and sports as a concept at the national level. The purpose of this study was to analyze the strategies and consequences of international success of elite athletes in sporting events.
Methodology: The present study was conducted with a qualitative approach based on data theory theory and thematic analysis. The statistical population of the study included scientific and executive experts in the field of sports management with experience in attending international sports events. 15 people were selected by purposive theoretical sampling and interviewed with them until the theoretical saturation. The validity of the research tool (interview) was confirmed by the interviewees and expert professors and the interdisciplinary agreement method (0.74) was used to assess the reliability.
Results: research findings showed that socio-political support, development of women's sports, management policies, culture-building and education was strategies and international prestige, international relations, highlighting coaches and athletes and economic development of branding consequences through successes It was a sport.
Conclusion: Based on the findings of this study, it is suggested that the issue of branding the country in other areas related to sports be highlighted and considered.
کلیدواژهها [English]
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