Investigating the factors influencing the competitive marketing of small sports businesses during the coronavirus outbreak

Document Type : Original Article

Authors

1 Assistance professor of sport management, Department of Humanities and sport sciences. Gonbad Kavous University, Gonbad Kavous, Iran

2 Assistant Professor of Sports Management, Department of Humanities and Sports Sciences, Gonbad Kavous University, Gonbad Kavous, Iran

3 Department of Physical Education and Sport Science, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran.

https://www.doi.org/10.34785/J021.2022.942

Abstract

Sports businesses are among the jobs that have been severely affected by the negative consequences of the current crisis. The most important area of influence of Quid 19 in the sports industry is related to production-service businesses. Therefore, the main aim of present study was investigation the effect of factor on small sport business marketing in Corona crisis. The present study was mix method research. In the qualitative phase of the research, 15 owners of recreational-sports clubs and in the quantitative phase, 110 owners of sports clubs and sports shops were selected. The research instrument was a researcher-made questionnaire including managerial components, legal-supportive factors, technological factors, educational factors and motivational factors. Data were analyzed using SPSS software and LISREL (P≥0.05).The results of factor analysis of research variables showed that the technology component (0.68) and management component (0.66) had the highest impact on competitive marketing. Therefore, managers and owners of sports businesses can gain a special competitive advantage through the deployment and training of new technologies and ensure their presence in the competitive cycle.

Keywords

References

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Sports Marketing Studies
Volume 2, Issue 4 - Serial Number 8
January 2022
Pages 147-176

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