نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجو کارشناسی ارشد مدیریت بازاریابی در ورزش، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران
2 دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران،
3 استادیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران.
چکیده
هدف: هدف کلی پژوهش حاضر برآورد ارزش اقتصادی باشگاه فوتبال استقلال تهران بر اساس میزان حمایت هواداران در کشور ایران می‌باشد.
روش‌شناسی: پژوهش حاضر، به روش توصیفی- تحلیلی است که از نظر هدف جزو پژوهش‌های کاربردی می‌باشد. جامعه آماری، هواداران باشگاه استقلال در سطح کشور ایران و حجم نمونه آماری نیز طبق جدول میشل و کارسون برابر با 393 نفر بود. برای این منظور پرسشنامه‌ای طراحی گردید و به‌وسیله‌ی آن تمایل به پرداخت هواداران باشگاه فوتبال استقلال تهران در سطح کشور برای کالاها و منافع تولیدشده توسط این باشگاه و عوامل مؤثر بر تمایل به پرداخت از آن‌ها پرسیده شد. برای تجزیه و تحلیل داده‌ها نیز از مدل پروبیت رتبه‌ای استفاده شد.
یافته‌ها: نتایج پژوهش نشان می‌دهد که 3/85 درصد از هواداران مایل به مشارکت در تأمین بودجه برای حضور تیم استقلال در سطوح رقابتی می‌باشند و تمایل به پرداخت هواداران باشگاه فوتبال استقلال برای حضور و قهرمانی در رقابت‌های لیگ برتر به ترتیب 2/77 درصد و 2/79 درصد، قهرمانی در جام حذفی و رقابت‌های لیگ قهرمانان آسیا به ترتیب 2/78 درصد و 84 درصد، تهیه بلیت تماشای مسابقات تیم فوتبال استقلال از استادیوم 9/93 درصد و میزان خرید محصولات این باشگاه 1/43 درصد می‌باشد.
نتیجه‌گیری: تمایل به پرداخت‌هایی که هواداران بیان کردند نشان می‌دهد حضور تیم فوتبال استقلال در سطوح بالای رقابتی ورزش کشور ایران بر روی رفاه آن‌ها تأثیر مثبت داشته است؛ به‌طوری‌که هواداران مایلند حامی تیم محبوب خود شوند.
کلیدواژه‌ها
عنوان مقاله [English]
Estimating the economic value of Tehran Esteghlal Football Club based on the amount of fan support
نویسندگان [English]
- Farzaneh Hoseini 1
- morteza dousti 2
- saeid tabesh 3
1 Master's student in Marketing Management in Sports, Faculty of Physical Education and Sports Sciences, University Of Mazandaran, Babolsar, Iran,
2 Associate Professor of Sport Management, University of Mazandaran, Babolsar, Iran,
3 Assistant Professor in Sport management, University of Mazandaran, Babolsar, Iran.
چکیده [English]
Objective: The overall purpose of the present study is to estimate the economic value of Tehran Esteghlal Football Club based on the amount of fan support in Iran.
Methodology: The present study is a descriptive-analytic one that is a part of applied research in terms of purpose. The statistical population, Esteghlal's club supporters across Iran, and the sample size were 393 according to the table of Michel and Carson. For this purpose, a questionnaire was designed to determine the willingness to pay fans of Tehran Independence Football Club nationwide for the goods and benefits produced by the club and the factors affecting their willingness to pay. Ranked probit model was used for data analysis.
Results: The results show that 85.3% of the fans are willing to participate in the funding for the presence of the independence team at competitive levels and the tendency of paying for the football club to attend and win the Premier League is 77.2% and 79.2%, respectively, Cup championship and AFC Champions League matches were 78.2 percent and 84 percent, respectively, Tickets for the Independence Football Stadium from 93.9% stadium viewing and the club's product purchases are 43.1 percent
Conclusion: The willingness to pay has shown that the presence of the Independent Football Team in Iran's highly competitive sports has had a positive effect on their well-being, with supporters wanting to support their favorite team.
کلیدواژه‌ها [English]
- Contingent valuation
- Fans
- General goods
- Ranked Probit Model
- Willingness to pay
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