مدیریت ورزشی، بازاریابی
Fatemeh Rafizadeh؛ Nooshin benar؛ Ali Nazarian؛ Sadegh Fatahi Milasi
چکیده
Nostalgic marketing has emerged as an effective strategy for establishing emotional connections with consumers. In the sports goods market, this type of marketing can encourage consumers to make purchases by stimulating a sense of nationalism and emphasizing specific cultural elements. Nevertheless, the mechanisms through which these factors influence consumer behaviour and purchasing decisions have not yet been comprehensively investigated. Accordingly, the present study seeks to examine the effect of nostalgic marketing on the intention to purchase sports goods, with consumer nationalism and ...
بیشتر
Nostalgic marketing has emerged as an effective strategy for establishing emotional connections with consumers. In the sports goods market, this type of marketing can encourage consumers to make purchases by stimulating a sense of nationalism and emphasizing specific cultural elements. Nevertheless, the mechanisms through which these factors influence consumer behaviour and purchasing decisions have not yet been comprehensively investigated. Accordingly, the present study seeks to examine the effect of nostalgic marketing on the intention to purchase sports goods, with consumer nationalism and consumer culture serving as mediating variables. This research is descriptive-survey in nature and applied in purpose. The statistical population consisted of all customers of sports goods in sports stores in Rasht city. A sample of 384 individuals was selected through convenience sampling. The research instruments comprised standard questionnaires on nostalgic marketing, consumer nationalism, consumer culture, and purchase intention. The validity of the questionnaires was confirmed by 11 experts, and their reliability was verified using Cronbach’s alpha and composite reliability. Data analysis was conducted through structural equation modelling using Smart PLS software (version 3.3). The findings indicated that nostalgic marketing exerts a significant positive effect on the intention to purchase sports goods. Furthermore, consumer nationalism and consumer culture function as effective mediators in this relationship. Thus, the utilization of nostalgic marketing can serve as a powerful tool for enhancing the purchase of sports goods. Managers are advised to strengthen emotional bonds with consumers by incorporating cultural elements and a sense of nationalism into the design of marketing campaigns. Policymakers may also leverage this approach to support domestic production and reinforce national identity, particularly in the development of sports markets.
مدیریت ورزشی، بازاریابی
Ali Nazarian؛ Nazanin Ghasemi؛ Reza Hosseinvand؛ Behnam Asheghi؛ Maryam Salehi Golbaghi
چکیده
This study investigates the impact of tourist participation on the performance of sports tourism complexes in Guilan Province, with green product innovation as a mediating variable. Given the concurrent expansion of the tourism industry and the paramount importance of sustainable development, this research addresses a critical intersection. The research is applied in purpose, descriptive-correlational in nature, and field-based in execution. The statistical population included managers and experts of tourism complexes, organizers of sports tourism tours, and adventure sports tourists in 2023. Data ...
بیشتر
This study investigates the impact of tourist participation on the performance of sports tourism complexes in Guilan Province, with green product innovation as a mediating variable. Given the concurrent expansion of the tourism industry and the paramount importance of sustainable development, this research addresses a critical intersection. The research is applied in purpose, descriptive-correlational in nature, and field-based in execution. The statistical population included managers and experts of tourism complexes, organizers of sports tourism tours, and adventure sports tourists in 2023. Data were collected using standardized questionnaires measuring customer participation, green product innovation, and sports tourism complex performance. Reliability was confirmed via Cronbach's alpha and composite reliability, while face and content validity were established by a panel of 13 sports management professors. Data were analysed using path analysis with PLS-SEM (version 4). The results demonstrated that tourist participation significantly directly affects both the performance (t = 2.783) and green product innovation (t = 33.004) of the complexes. Furthermore, green product innovation itself had a significant direct effect on performance (t = 10.313). Crucially, the mediating role of green product innovation in the relationship between tourist participation and performance was confirmed and statistically significant (t = 9.138). This study concludes that fostering tourist participation and integrating green product innovation are essential strategies for enhancing the performance of sports tourism complexes, leading to greater environmental compatibility and economic development.
مدیریت ورزشی، بازاریابی
صادق فتاحی میلاسی؛ نوشین بنار؛ علی نظریان
چکیده
هدف پژوهش حاضر بررسی اثر هوش فناوری بر عملکرد پایدار کسب و کارهای ورزشی با نقش میانجی چابکی سازمانی و قابلیتهای چابکی مشتری است. برای جمعآوری دادهها از پرسشنامههای هوش فناوری، چابکی سازمانی، چابکی مشتری و عملکرد پایدار کسب و کارهای ورزشی استفاده شد. جامعه آماری این پژوهش شامل کلیه مدیران و افراد مشغول در کسب و کارهای ورزشی ...
بیشتر
هدف پژوهش حاضر بررسی اثر هوش فناوری بر عملکرد پایدار کسب و کارهای ورزشی با نقش میانجی چابکی سازمانی و قابلیتهای چابکی مشتری است. برای جمعآوری دادهها از پرسشنامههای هوش فناوری، چابکی سازمانی، چابکی مشتری و عملکرد پایدار کسب و کارهای ورزشی استفاده شد. جامعه آماری این پژوهش شامل کلیه مدیران و افراد مشغول در کسب و کارهای ورزشی بودند که از طریق نمونهگیری در دسترس و بهصورت آنلاین انتخاب شدند (250 نفر). از نرمافزارهای SPSS نسخه 27 جهت آمار توصیفی و Smart PLS نسخه 3.2 جهت مدلسازی معادلات ساختاری استفاده شد. نتایج نشان داد اثر هوش فناوری بر عملکرد پایدار کسب و کارهای ورزشی معنیدار نبود (۰.۰۷۳β=)، اما هوش فناوری تأثیر مثبت و معنیداری بر چابکی سازمانی و قابلیت چابکی مشتری دارد (۰.۶۶؛ ۰.۶۰۴β=)؛ همچنین اثر چابکی سازمانی و قابلیتهای چابکی مشتری بر عملکرد پایدار کسب و کارهای ورزشی مثبت و معنیدار بود (۰.۳۱۸؛ ۰.۵۱۳β=). در نهایت اثر هوش فناوری بر عملکرد پایدار کسب و کارهای ورزشی با نقش میانجی چابکی سازمانی و چابکی مشتری مثبت و معنیدار بود (0.210؛0.310β=). با توجه به یافتههای حاضر عملکرد پایدار کسب و کار ورزشی را میتوان از طریق نقش واسطهای چابکی سازمانی و قابلیتهای چابکی مشتری به دست آورد. در این میان هوش فناوری با نقش میانجی چابکی سازمانی و مشتری نقش مهمی در استفاده مؤثر و کارآمد در بهکارگیری فناوریهای نوین و تشخیص نیازهای مشتری و طراحی محصولات و خدمات جدید ایفا میکند که منجر به عملکرد پایدار میشود.
