نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، ایران
2 استادیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، ایران
3 استاد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، ایران
4 استادیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه حکیم سبزواری، ایران
چکیده
هدف تحقیق حاضر شناسایی و اولویت‌بندی مولفه های برندسازی ملی ورزشی ایران بود .این پژوهش از نظر هدف جزء تحقیقات کاربردی بود که یک پژوهش آمیخته است. ابتدا توسط نظریه داده بنیاد و رویکرد گلیزر به شناسایی شاخصه‌های کشور در برندسازی ملی ورزش پرداخته شد و در مرحله بعدی با روش دیمتل فازی اولویت‌بندی عوامل انجام شد. جامعه آماری این تحقیق شامل اساتید مدیریت ورزشی، مدیریت بازاریابی ورزشی، متخصصان حوزه برندسازی، صاحب‌نظران و کارشناسان در حوزه دیپلماسی عمومی و ورزشی، متخصصان در حیطه گردشگری عمومی و ورزشی، اصحاب رسانه، جامعه‌شناسان ورزشی و روان‌شناسان ورزشی بود.در مجموع 21 مصاحبه به صورت سوالات باز و عمیق انجام شد تا داده ها به اشباع نظری رسیدند. در بخش دیمیتل فازی، 9 نفر از خبرگان به پرسشنامه ماتریسی پاسخ دادند. یافتههای تحقیق نشان داد که در مجموع 86 شاخص در برندسازی ملی ورزش کشور وجود دارد که در 10 مفهوم دسته‌بندی می‌شود. همچنین یافتههای آزمون دیمتل فازی نشان داد ، به ترتیب اولویت پنج شاخص موفقیت بین المللی ورزشی، تبلیغات، سیاست خارجی و دیپلماسی ورزشی، گردشگری و دارایی ذاتی و تصویر برند در دسته شاخصهای اثرگذار و پنج شاخص شرکت‌های معتبر ورزشی، کیفیت لیگهای ورزشی، سیاست‌گذاری فرهنگی ورزشی، تکنولوژی و فنآوری اطلاعات و فعالیت‌های خیرخواهانه و مسئولیت اجتماهی در دسته شاخصهای اثر پذیر قرار دارند. به طور کلی نتیجه‌گیری شد که کشور ایران دارای شاخصه‌های بارزی در زمینه برندسازی ملی ورزش است که با توجه به ذاتی بودن بیشتر این شاخص‌ها، کشور در وضعیت مناسبی برای برندسازی ملی ورزش کشور قرار دارد.
کلیدواژه‌ها
عنوان مقاله [English]
Identifying and prioritizing the components of national sports branding in Iran
نویسندگان [English]
- Ahmad Nazari torshizi 1
- Zahrasadat Mirzazadeh 2
- Mahdi Talebpour 3
- Ali Benesbordi 4
1 PhD Student of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
2 Assistant Professor of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
3 Professor of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
4 Assistant Professor of Sport Management, Faculty of Sport Sciences, Hakim Sabzevari University, Sabzevar, Iran
چکیده [English]
Objective: The purpose of the current research was to identify and prioritize the components of national sports branding in Iran.
Methodology: In terms of the purpose of this research, it was an applied research that is a mixed research that was conducted in two stages. First, the data characteristics of the country in the national branding of sports were identified by the data theory of the foundation and Glaser approach, and in the next stage, the factors were prioritized by the fuzzy Dematel method. The statistical population of this study included professors of sports management, sports marketing management, branding specialists, experts in the field of public and sports diplomacy, specialists in the field of public and sports tourism, members of the media, sports sociologists and sports psychologists. The sampling method was purposive. A total of 21 interviews were conducted as open and in-depth questions until the data reached theoretical saturation. In the Fuzzy Dimitel section, 9 experts answered the matrix questionnaire.
Results: The research findings showed that there are a total of 86 indicators in the national sports branding of the country, which are classified into 10 concepts, advertising, foreign policy and sports diplomacy, tourism and intrinsic assets and brand image in the category of effective indicators and five, cultural, sports policy-making, information technology and technology, charitable activities and social responsibility are among the effective indicators.
Conclusion: In general, it was concluded that the country of Iran has significant indicators in the field of national sports branding, and due to the intrinsic nature of most of these indicators, the country is in a good position for national sports branding.
کلیدواژه‌ها [English]
- National Brand
- Sports
- Iran
- Data Foundation Theory
- Fuzzy Dematel
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