نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت ورزشی، دانشگاه رازی
2 مدیریت ورزشی، دانشگاه رازی
چکیده
هدف: برندسازی ملی ارائه تصویر مثبت از یک کشور در ابعاد مختلف در سطح بین‌المللی است که در تقلیل تصورات نادرست که نسبت به یک کشور وجود دارد، تأثیر فراوانی دارد. بنابراین، هدف پژوهش راهبردها و پیامدهای موفقیت‌های بین‌المللی ورزشکاران نخبه بود.
روش‌شناسی: پژوهش حاضر با رویکرد کیفی مبتنی بر روش نظریه داده‌بنیاد و تحلیل تماتیک انجام شد. جامعة آماری پژوهش شامل خبرگان علمی و اجرایی در زمینه مدیریت ورزشی با تجربه حضور در رویدادهای بین‌المللی ورزشی بودند که 15 نفر به روش نمونهگیری نظری هدفمند انتخاب و با آن‌ها مصاحبه تا اشباع نظری ادامه یافت. روایی ابزار پژوهش (مصاحبه)، توسط مصاحبه‌شوندگان و اساتید خبره تأیید و برای سنجش پایایی از روش توافق درون موضوعی (74 درصد) استفاده شد.
یافته‌ها: یافته‌های پژوهش نشان داد که حمایت سیاسی-اجتماعی، توسعه ورزش بانوان، سیاستهای مدیریتی، فرهنگ‌سازی و آموزش راهبردها و پرستیژ بین‌المللی، ارتباطات بین‌المللی، برجسته شدن مربیان و ورزشکاران و توسعه اقتصادی پیامدهای برندسازی از طریق موفقیت‌های ورزشی می باشند.
نتیجه‌گیری: پیشنهاد میشود از طریق حمایت سیاسی-اجتماعی دولت، حمایت از بانوان نخبه ورزشکار و تقویت ارتباطات بین‌المللی ورزشی، برندسازی ورزش کشور مورد توجه قرار گیرد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Strategies and Consequences of Branding International Success of Elite Athletes in Sporting Events
نویسندگان [English]
- hossein eydi 1
- zeinab rahmati asl 2
- leila soltanian 1
1 Sport Management, Razi University
2 Sport Management, Razi University
چکیده [English]
Objective: Branding is to present a positive image of a country at the international level, which is very effective in removing the false images that exist towards a country. Therefore, the aim of the study was to study the strategies and consequences of international success of elite athletes.
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: According to the findings suggested that, socio-political support of the government, special attention paid to women's elite sports, strengthening international sports relations and branding of the country through sports successes.
کلیدواژه‌ها [English]
- National Pride
- Elite Athletes
- Branding
- International Events
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