نویسندگان
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دانشجوی دکتری مدیریت ورزشی دانشگاه خوارزمی تهران، تهران، ایران
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دانشیار مدیریت ورزشی، دانشگاه خوارزمی تهران، تهران، ایران
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استادیار مدیریت ورزشی، دانشگاه خوارزمی تهران، تهران، ایران. خوارزمی
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استاد مهندسی پزشکی، دانشگاه شاهد، تهران، ایران
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف این مقاله بررسی مفاهیم نظری و کاربردهای ورزش‌های الکترونیک در بازاریابی ورزشی است.
روش‌شناسی: روش انجام پژوهش حاضر، مروری بر مطالعات انجام شده در حوزه ورزش‌های الکترونیک به منظور ارائه پیوستار کامل در مورد این حوزه تازه وارد به دنیای ورزش است.
یافته‌ها: با ورود اینترنت به دنیای امروزی، ورزش‌های الکترونیک یکی پس از دیگری پدیدار و تبدیل به جنبه‌ای مهم از مصرف ورزش در دنیای مجازی شد. تقاضای مصرف‌کنندگان برای ورزش‌های الکترونیک بخش قابل توجهی از صنایع مرتبط با ورزش و سرگرمی را به خود جلب کرده است. بالاخص دهه اخیر را می‌توان دهه رشد و شکوفایی فرصت‌های بالقوه تجاری در این حوزه دانست. مرور مقالات دهه اخیر نشان می‌دهد این حوزه حوزه‌‌ای بدیع و محبوب برای دانشگاهیان و پژوهشگران بازاریابی ورزشی بوده است.
نتیجه‌گیری: به دلیل محدود بودن پژوهش‌های موجود در این حوزه در داخل کشور، در این نوشتار سعی شده است ضمن ارائه تاریخچه و تعاریف، متغیرهای مهم و حوزه‌های مطالعاتی مختلف در حوزه بازاریابی ورزش‌های الکترونیک معرفی شوند. همچنین در پایان پیشنهاداتی پژوهشی به محققان علاقمند به حوزه بازاریابی ورزشی ارائه شده است.
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