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طراحی مدل شبیه سازی توسعه حضور تماشاگران در ورزشگاه های لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

هدف از پژوهش حاضر، طراحی مدل شبیه‌سازی توسعه حضور تماشاگران در ورزشگاه‌های لیگ برتر فوتبال ایران بود. پژوهش حاضر از نظر هدف، اکتشافی و روش پژوهش، ترکیبی (کیفی ـ کمی) بود. جامعه آماری در بخش کیفی شامل، اساتید دانشگاه و مدیران باشگاه‌های لیگ برتر و در بخش کمی شامل اﺳﺎﺗﯿﺪ داﻧﺸﮕﺎه‌های کشور در رشته مدیریت ورزشی بود. در بخش کیفی نمونه‌گیری با روش گلوله برفی تا دستیابی به اشباع نظری (15N=) و در بخش کمی به شیوه قضاوتی (30N=) انجام شد. ابزار اندازه‌گیری در بخش کیفی، مصاحبه و در بخش کمی، پرسشنامه دلفی بود. در ﺑﺨﺶ ﮐﯿﻔﯽ ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻠﯿﻞ مضمون ﺑﻪ ﺷﻨﺎﺳﺎﯾﯽ عوامل مؤثر بر توسعه حضور تماشاگران در ورزشگاه‌ها ﭘﺮداﺧﺘﻪ ﺷﺪ، ﺳﭙﺲ در ﺑﺨﺶ کمی، عوامل مؤثر شناسایی‌شده ﺑﺎ اﺳﺘﻔﺎده از روش دلفی فازی اولویت‌بندی شد و در نهایت معیارهای ﺣﺎﺻﻞ از ﺗﺤﻠﯿﻞ ﮐﯿﻔﯽ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از روش ﻣﺪلﺳﺎزی ﻋﺎﻣﻞﺑﻨﯿﺎن شبیه‌سازی شد. تحلیل داده‌ها، ﻣﻨﺠﺮ ﺑﻪ شناسایی 38 کد اولیه، 10 مضمون فرعی و 4 مضمون اﺻﻠﯽ (مدیریتی، زیرساختی، بازاریابی و انگیزشی) شد که عامل مدیریتی به-عنوان تأثیرگذارترین عامل شناخته شد و همچنین نتایج نشان داد در پایان دوره شبیه‌سازی، آتیه توسعه حضور تماشاگران در ورزشگاه‌ها، 80 درصد برآورد گردید و تمامی اعتبارسنجی‌های لازم در خصوص شبیه‌سازی کامل انجام‌ شده که با 140 بار آزمایش، صحه بر نتایج گذاشته است. باتوجه به یافته‌های پژوهش حاضر می‌توان نتیجه گرفت که کاربست عوامل شناسایی ‌شده می‌تواند بر توسعه حضور تماشاگران در ورزشگاه‌های لیگ برتر فوتبال ایران تأثیرگذار باشد و در سیاست‌ها و اقدامات متولیان مربوطه استفاده شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Simulation Model for the Development of Spectators' Attendance in Iran's Premier Football League Stadiums

نویسندگان [English]

  • Hossein Rahimi Klour 1
  • Seyed Ali Naghavi 2

1 Associate Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Iran

2 Ph.D. student of Business Administration, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

چکیده [English]

The aim of the current research was to design a simulation model for the development of the presence of spectators in the stadiums of the Premier Football League of Iran. The current research was exploratory in terms of its purpose and the research method was mixed (qualitative-quantitative). In the qualitative part, the statistical population included university professors and managers of Premier League clubs, and in the quantitative part, it included professors from the country's universities in the field of sports management. In the qualitative part, sampling was done by snowball method until reaching theoretical saturation (N=15) and in the quantitative part by judgment method (N=30). The measurement tool in the qualitative part was interview and in the quantitative part, fuzzy Delphi questionnaire. In the qualitative section, using the thematic analysis method, the effective factors on the development of spectator attendance in stadiums were identified, then in the quantitative section, the identified effective factors were prioritized using the fuzzy Delphi method, and finally, the criteria obtained from the qualitative analysis of the research using It was simulated using the factor-based modeling method. Data analysis led to the identification of 38 primary codes, 10 sub-themes and 4 main themes (management, infrastructural, marketing and motivation) and the management factor was recognized as the most influential factor and results also showed that at the end of the simulation period, the future development of spectator attendance in stadiums was estimated at 80 percent, and all necessary validations were performed for the full simulation, which validated the results with 140 tests. According to the findings of the present study, it can be concluded that the application of the identified factors can be effective in developing spectator attendance in the stadiums of the Iranian Premier League and can be used in the policies and actions of the relevant authorities.

کلیدواژه‌ها [English]

  • Development
  • Spectator Attendance
  • Simulation
  • Persian Gulf Pro League
  • Stadium
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مطالعات بازاریابی ورزشی
دوره 5، شماره 4 - شماره پیاپی 20
اسفند 1403
صفحه 97-117
فایل ها
هم رسانی
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