نوع مقاله : مقاله پژوهشی
نویسندگان
گروه تربیت بدنی و علوم ورزشی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study was to propose a modern revenue-generation model for private sports clubs using an entrepreneurial marketing approach. The research employed a qualitative design with a thematic analysis approach. Participants included owners and managers of sports clubs in Ilam Province and university faculty members. Using purposive sampling, 21 interviews were conducted until theoretical saturation was reached. Data were collected through semi-structured interviews, and to assess the trustworthiness of the findings, the strategies of credibility, transferability, confirmability, and dependability were applied. Data were analyzed using thematic analysis. The findings indicated that the modern revenue-generation model for private sports clubs with an entrepreneurial marketing approach comprises 69 basic themes, 14 organizing themes, and 4 global themes: revenue and cost streams, marketing principles of sports clubs, formation of an entrepreneurial marketing mindset, and the goal of entrepreneurial marketing. These results show that the entrepreneurial marketing process in such clubs is triggered by establishment and operating costs and by the limitation of income to membership fees and on-site revenues, and it concludes with resource optimization, productivity gains, and increased revenue.
کلیدواژهها [English]
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