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برندسازی شهری از طریق ورزش زنان: واکاوی تعامل بازنمایی رسانهای و تصویر شهری | ||
| زن در توسعه و سیاست | ||
| دوره 23، شماره 3، آبان 1404، صفحه 427-470 اصل مقاله (1.27 M) | ||
| نوع مقاله: کاربردی | ||
| شناسه دیجیتال (DOI): 10.22059/jwdp.2025.397591.1008550 | ||
| نویسندگان | ||
| میثم نوری خان یوردی* 1؛ سکینه لطفی فرد شکرلو2؛ میرحسن سید عامری3؛ کامیلا سوارت4 | ||
| 1استادیار مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران. | ||
| 2دانشجوی دکتری مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران. | ||
| 3استاد مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران. | ||
| 4دانشیار گردشگری ورزشی، گروه مدیریت مهندسی و علوم تصمیمگیری، دانشکدۀ علوم و مهندسی، دانشگاه حمد بن خلیفه، دوحه، قطر. | ||
| چکیده | ||
| برندسازی شهری با تقویت هویت، جذب گردشگر و ارتقای رشد اقتصادی، جایگاه ویژهای در توسعۀ شهرها دارد. بااینحال، در تهران ظرفیتهای فرهنگی و اجتماعی، بهویژه مشارکت زنان در ورزش، بهدلیل پوشش رسانهای محدود، سیاستگذاری ناکافی و نگرشهای مردمحور، کمتر مورد بهرهبرداری قرار گرفته است. این پژوهش با هدف بررسی تأثیر مشارکت ورزشی زنان و بازنمایی رسانهای آن بر برندسازی شهری تهران انجام گرفت. مطالعه از نظر هدف، کاربردی و از نظر روش، توصیفی-پیمایشی است. دادهها بهصورت میدانی و کتابخانهای گردآوری شدند. در میان ورزشکاران زن، مربیان، مدیران ورزشی و مسئولان شهرداری تهران، با نمونهگیری دردسترس پرسشنامه توزیع و ۳۴۲ پرسشنامۀ معتبر جمعآوری شد. برای سنجش متغیرهای پژوهش شامل هویت شهری، تصویر شهر، رقابتپذیری، مشارکت زنان در ورزش و پوشش رسانهای، از پرسشنامههای استاندارد با مقیاس لیکرت استفاده شد. روایی پرسشنامهها به تأیید متخصصان رسید و پایایی آنها با آلفای کرونباخ بالاتر از 7/0 تأیید شد. تحلیل دادهها با نرمافزارهای SPSS-25 و SmartPLS-3 و آزمونهای بوتاسترپ و سوبل نشان داد مشارکت زنان در ورزش بر برندسازی شهری اثر معنادار دارد (001/0 p<؛ 42/0=β) و پوشش رسانهای نقش میانجی تقویتکنندۀ این رابطه را ایفا میکند (%15= VAF). این نتایج لزوم توجه به راهبردهای رسانهای، توسعۀ زیرساختهای ورزشی و ایجاد فرصتهای حضور زنان در سطوح مختلف ورزشی را برای ارتقای برند شهری و دستیابی به توسعۀ پایدار نشان میدهد. | ||
| کلیدواژهها | ||
| بازنمایی رسانهای؛ برندسازی شهری؛ تصویر شهر؛ توسعۀ شهری؛ ورزش زنان | ||
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