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اولویت‌بندی موانع جذب حمایت مالی از ورزش حرفه‌ای در شهرصنعتی البرز (استان قزوین) | ||
| نشریه مدیریت ورزشی | ||
| دوره 13، شماره 1، فروردین 1400، صفحه 203-219 اصل مقاله (282.38 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsm.2019.258769.2091 | ||
| نویسندگان | ||
| سید علیرضا شریفی* 1؛ امین دهقان قهفرخی2 | ||
| 1دانشجوی دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران | ||
| 2استادیار مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| هدف از تحقیق حاضر اولویت‌بندی موانع حمایت مالی از ورزش حرفه‌ای در شهر صنعتی البرز بود. این تحقیق، از نظر گردآوری داده‌ها توصیفی و از نوع پیمایشی و به لحاظ هدف کاربردی بود. در این تحقیق یک پرسشنامۀ دوبخشی که شامل 32 سؤال بود، به‌کار رفت. در بخش اول ویژگی‌های جمعیت‌شناختی آزمودنی‌ها گنجانده شده بود و بخش دوم عوامل حمایت مالی را در برگرفته بود که روایی صوری آن را 8 نفر از صاحب‌نظران تأیید کردند و پایایی آن از طریق آزمون آلفای کرونباخ 84/0 محاسبه شد. جامعۀ تحقیق شامل مالکان و مدیران عامل شرکت‌های صنعتی به‌ویژه صنایع بزرگ بود که با توجه به محدود بودن جامعۀ آماری، روش نمونه‌گیری کل‌شمار بود. برای تجزیه‌وتحلیل داده‌ها از آمار توصیفی (جداول و نمودارهای فراوانی) و آمار استنباطی (تحلیل عاملی تأییدی) استفاده شد. نتایج نشان داد مهم‌ترین موانع، به‌ترتیب عوامل اقتصادی (21/7T=)، مدیریتی (93/6T=)، قانونی (31/6T=)، اجتماعی (47/5T=) و فرهنگی (64/4T=) بودند. در همین زمینه به مدیران ارشد حوزۀ ورزش پیشنهاد می‌شود با لحاظ نتایج این پژوهش در تصمیم‌گیری‌های کلان در خصوص رفع نگرانی‌های موجود در این عرصه و نیز برقراری تعامل مستمر با صاحبان صنایع اهتمام ورزند. | ||
| کلیدواژه‌ها | ||
| اسپانسرشیپ؛ بازاریابی ورزشی؛ شرکت‌های صنعتی؛ صنعت ورزش؛ ورزش حرفه‌ای | ||
| عنوان مقاله [English] | ||
| Prioritizing the Barriers to Attracting Professional Sport Sponsorship in Alborz Industrial City (Qazvin Province) | ||
| نویسندگان [English] | ||
| Alireza Sharifi1؛ Amin Dehghan Ghahfarrokhi2 | ||
| 1Ph.D. Student of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran | ||
| 2Assistant Professor of Sort Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| The aim of the current study was to prioritize those barriers to professional sport sponsorship in Alborz industrial city. This study was descriptive-survey in terms of data collection and applied in terms of objectives. A 2-sectional questionnaire (32 items) was used; the first part was devoted for demographic features of the subjects and the second part was related to the sponsorship factors. The face validity of the questionnaire was confirmed by 8 experts and its reliability was calculated by Cronbach alpha test (0.84). The statistical population consisted of the owners and senior managers of the industrial companies (especially big industries). Due to the limited number of the statistical population, census sampling method was used. To analyze the data, descriptive (frequency tables and charts) and inferential (confirmatory factor analysis) statistics were used. The results showed that the most important barriers were economic (T=7.21), management (T=6.93), law (T=6.31), social (T=5.47) and cultural (T=4.64). The senior managers in sport field are suggested to try their best to consider the results of this study in their macro decisions and to obviate the barriers in this arena and to provide long-term interaction with the owners of the industries. | ||
| کلیدواژه‌ها [English] | ||
| Industrial companies, professional sport, sponsorship, sport industry, sport marketing | ||
| مراجع | ||
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