نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
2 استاد گروه مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
3 دانشیار گروه مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
4 استادیار گروه مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Objective: This study was conducted to develop a marketing development model in Iranian women's sports.
Methodology: The research method was qualitative and based on grounded theory and the method was Strauss and Corbin. The study population consisted of university faculty members and experts working in sports organizations. The sampling method was purposeful with snowball technique until theoretical saturation was reached (21 people). The data from the interviews were coded in three steps. Finally, the research model was presented by selecting the main category and its relationship with other categories in the axes: causal conditions, contextual conditions, interventionist conditions, strategies and consequences.
Findings: Based on the findings of the research, causal factors include cultural importance and economic importance , contextual factors including support and implementation, intervening factors including information limitations and infrastructural limitations, and strategies including resource development, teaching and culture building, and economic development; Also, marketing development, financial development and social development were the consequences of the development of Iranian women's sports marketing.
Conclusion:Women's sports, especially in the field of marketing, have high capacity and capabilities but it still requires serious measures in order to remove the restrictions and obstacles of women's sports by managers and policy makers in the country. By investing in the country's women's sports sector, one can benefit from the consequences of the development of sports and the development of women's sports marketing, which requires the use of appropriate strategies for the development of women's sports marketing.
کلیدواژه‌ها [English]
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