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

Document Type : Original Article

Authors

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

Abstract

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.

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References
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Sports Marketing Studies
Volume 5, Issue 4 - Serial Number 20
February 2025
Pages 97-117
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