Hosein Poursoltani Zarandi
Abstract
With the increasing growth of scientific research in the field of physical education and sports science, the use of statistical software has become obvious. In fact, choosing a type of statistical software according to its features and considering ethical issues may require payment. Today, many statistical ...
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With the increasing growth of scientific research in the field of physical education and sports science, the use of statistical software has become obvious. In fact, choosing a type of statistical software according to its features and considering ethical issues may require payment. Today, many statistical softwares are provided for free. Some are in the category of general software that has the ability to perform a wide range of statistical analysis, and on the other hand, small and limited software that has been developed to perform a specific analysis. Some of these softwares have been created only for calculations and have the role of a software calculator, while others are in the form of plugins and can not be run independently. Also, some software has been developed only for a specific research group such as agriculture, social sciences, physiology, biomechanics, etc. This section introduces general statistical software that has the ability to perform a wide range of statistical analysis. The purpose of this study is to review free statistical software in physical education and sports sciences, which are: SPSS ،Lisrel ،Amos ،Pls ،EQS ،Jasp ،Jamovi ، MaxStat ،PSPP ،R ،Stata ،S-Plus ،Excel ،Statistician ،Minitab ،Atlas ،Xlstat ، Origin،Systat ,Past. Statistical software has special features depending on their nature. Accordingly, the choice of a free statistical software depends to a large extent on the capabilities of the statistical test desired by the software by the software, but in commercial versions due to the breadth and variety of commands and statistical commands in the software, this factor is a limited factor. Is not considered a supplier. One of the most important and essential things in choosing a statistical software is the user interface of that software. In fact, the user interface of & statistical softwares is considered graphically or selectively oriented. But the user interface of R statistical software is textual and commands are given to the software through the programming language. In this regard, learning and understanding software with a graphical user interface is possible in a few hours, but in order to learn R software, you need to spend more time. Some of these statistical softwares such as R and PSPP have help and training packages that do not help the user to learn the basics of the software. Also, many softwares have online guides and educational pages in cyberspace, such as statistical softwares R, PSPP, Vista and OpenStat (Hakimi, 2014). Choosing a statistical package by consumers is often a difficult process and it is necessary to compare different products in order to select the most appropriate one, and this selection should be done based on clear criteria and in accordance with the goals set by researchers (Lina et al. , 2021). In this regard, in order to compare free statistical software, after downloading and installing this software from publishing sites, using the guide in the software as well as sample data, their efficiency and ability in different commands were compared. In order to evaluate the use of statistical software, the number of articles published in ScienceDirect database was measured. Figure 1 shows the number of articles published in 2020 that statistical software was used to analyze the data. Based on these results, SPSS software has the highest usage and MINITAB and SYSTAT software are in the next ranks. The results showed that all these softwares are legally free and without payment and all the results extracted from them can be published. Also Lisrel, Amos, Pls, EQS software are most used in the field of structural equation modeling. In this study, several software packages with their capabilities, compatibility, usefulness and limitations are explained, so what is certain is that researchers use different statistical packages to analyze similar data. Each packet has basic statistical capabilities that can be used, but each packet has its own advantages and disadvantages for using different types of data analysis. Many statistical software developers try to make the graphical user interface capabilities more user-friendly. According to the results, SPSS and Minitab are still the most popular tools for statistical data analysis, especially for those with low statistical or mathematical competencies. The results show that free and open source statistical software have good capabilities, but how they can be used in more advanced ways is questionable. All statistical software has almost the same results (the number of decimals or some decimals may vary at best), although they follow different algorithms in each case. In addition, more information is provided in each software than in other packages. Therefore, according to the need, users should choose their software carefully. When processing and analyzing data, it is important to choose the appropriate statistical method to obtain correct decisions and & interpretations. Underestimating the importance of statistical methods and proper organization of relevant experiments can lead to incorrect scientific results.On the other hand, the large number of software packages and the fact that they offer similar or relatively identical opportunities suggest a complex choice that often cannot be made effectively due to the lack of a benchmarking system. Conducting studies such as the present study can help researchers select software that facilitates their work as much as possible in achieving the stated research goal. The choice of statistical software packages for learning should be based on the suitability of the software for all the analyzes that the researcher may want to analyze. Therefore, it is recommended to select at least two softwares to provide a broader and stronger learning analysis of the research. Finally, the researcher's opinion, after analyzing the field data to a great extent, is that statistical software has made a significant contribution to humanities research, especially in the field of demographic and data analysis. This was achieved by using a scientific approach to solve fundamental problems in research that is data analysis. Although some other factors such as literature review, methodology and findings have affected the quality of research work, but it is quite clear that the impact of statistical software packages on research analysis and findings can not be estimated.
Saeed Farhadi Savadroudbari; Jabar Seifpanahi Shabani; Mostafa Jafari; Taktom Salari
Abstract
Digital technologies, along with the use of various traditional marketing methods, are able to have a significant impact on customer acquisition and sales of organizations in different sizes. Also in recent years, due to the increasing use of digital devices or in critical situations such as the widespread ...
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Digital technologies, along with the use of various traditional marketing methods, are able to have a significant impact on customer acquisition and sales of organizations in different sizes. Also in recent years, due to the increasing use of digital devices or in critical situations such as the widespread outbreak of the Corona virus, organizations and companies are finding it increasingly necessary to benefit from the digital market to continue their activities and progress. But, the use of technology in any field requires its own digital literacy. Digital technology tools in corporate digital marketing are no exception. Managers and salespeople of business units must have sufficient literacy and knowledge of the field of their work and the digital tools they use for digital marketing. The purpose of this study was to investigate the role of demographic characteristics and digital literacy in digital marketing of sports cafes and shops. The research method was descriptive correlation. The statistical population of the study includes; All the officials, managers and owners of cafes and sports shops were in the three provinces of Golestan, Mazandaran and Gilan. These three provinces are located in the north of Iran. It took about 2 months to send 990 invitation links to the owners, managers and sellers of cafes and sports shops. 293 people clicked on the link. Finally 122 reliable questionnaires were collected and analyzed. 102 people completed the research questionnaire via smartphone, 19 through a personal computer or laptop, and one using a tablet. Among the completed questionnaires, 75 cafes and 47 sports shops participated. average time for responding to the questionnaire was 9 minutes and 45 seconds. The instruments used were two questionnaires: digital marketing (Shakoori and Mohammadi, 2018) and digital literacy (Tohidi Asl, 2012). The digital literacy questionnaire has 20 questions with a 5-point Likert scale and the digital marketing questionnaire has 27 questions with a 5-point Likert scale. Appearance and content validity of both questionnaires were performed by experts and professors and the structural validity of the questionnaires was done using confirmatory factor analysis. Cronbach's alpha of the Digital Marketing Questionnaire and the Digital Literacy Questionnaire of 0.832 and 0.930 also confirmed their reliability. Questionnaires were designed on Porsline, and distributed and collected online using Social Media platforms like Instagram and websites which interduces cafes or Department of Labor`s website. SPSS software was used to analyze the information obtained from the questionnaire. Data analysis was performed using correlation tests and regression analysis. In the present study, descriptive statistics including tables and graphs and central and dispersion indices such as mean and standard deviation were used to describe the research variables and demographic variables. Spearman correlation test was used to test the research hypotheses due to the non-normality of the data. Multiple simple regression was also used to investigate the impact of digital marketing on digital literacy and its dimensions. 75 cafes with a frequency of %61.48 and 47 sports stores with a frequency of %38.52 participated in completing the questionnaire. Also, the statistical sample of the study includes 96 men with a frequency of %78.69 and 26 women with a frequency of %21.31. The highest number of questionnaire completers is related to the age group of 26-35 years with a frequency of 56.57% and the lowest number is related to the age group of 45 years and above with a frequency of 1.63%. The frequency of education levels of individuals is from high to low, respectively bachelor's degree, diploma, postgraduate education and finally associate degree. The highest income with a frequency of 53 individuals is related to 5.1 million and more, and the lowest amount of income is related to a million and less with a frequency of 8 people. The results showed that among the demographic characteristics, age and education level variables play a role in digital marketing. In order to investigate the effect of these two variables on the components of digital marketing due to their abnormal distribution, Kruskal[1]Wallis nonparametric test was used. According to the results, there is a significant difference between the variable of using social networks and the age of the respondents at the level of 99% confidence and between the variable of digital marketing performance with the age group of the respondents, there is a significant difference at the 95% confidence level. The age group of 26-35 years has more use of social networks and also a better marketing performance than other age groups. There is a significant difference between the digital marketing performance variable and the respondents 'education level at 99% confidence level and between the digital marketing planning variable and the respondents' education level at 95% confidence level. Graduates have better marketing performance and better marketing planning than other study groups. The nonparametric Mann-Whitney test was used to investigate the role of gender on the components of digital marketing due to the abnormal distribution of variables; But the obtained results did not show any significant differences between the components of digital marketing between groups with different genders. The results of regression analysis also confirmed the significant impact of digital literacy and its levels on digital marketing. Regression analysis showed that the variables of digital competence, digital usage and digital transformation had a significant effect on the dependent variable. Linear regression was used to investigate the effect of each level of digital literacy on each dimension of digital marketing. According to the results of this test, the most effect of the digital competency variable was on the variable of using social networks, which explained 38.7% of this variable. Also, the most effect of the digital user variable was on the variable of using social networks, which explained 41.8% of this variable. Finally, the most effect of the digital transfer variable was on the digital marketing planning variable, which explained 46.7% of this variable. According to the findings, all cafes and sports shops are recommended to use younger and more educated people who have a higher level of digital literacy, and to consider digital literacy promotion courses for them. It is also recommended that owners of cafes and sports shops continue digital marketing alongside their traditional marketing with short- or long-term planning. The spread of the coronavirus and the limited activity of cafes and sports shops can be the best opportunity to take advantage of digital marketing
Farid Ganji; sardar mohammadi
Abstract
Many researchers have tried to classify and classify different types of research methods, and each of them has proposed different types of this research method. Quantitative and qualitative development of research activities in knowledge[1]based and developed societies has become a constant and continuous ...
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Many researchers have tried to classify and classify different types of research methods, and each of them has proposed different types of this research method. Quantitative and qualitative development of research activities in knowledge[1]based and developed societies has become a constant and continuous process. Variety in different research methods requires a new approach to research methods and models. The use of integrated and integrated methods to accelerate the realization of research goals and provide a more complete picture and deeper understanding of the studied phenomena is a new movement in the field of scientific research that meeting this research need is one of the basic requirements of researchers. In the meantime, mixed research methods as an approach of quantitative and qualitative methods have created a situation for researchers based on which they can put together the methodologies, designs, models and methods used in a single research study. The meaning of mixed research method is a combined method including qualitative and quantitative topics. There are several categories of mixed designs. In the multi-stage research method in the mixed approach, the researcher may use a variety of hybrid schemes convergent parallel, descriptive sequence, and exploratory sequence in a historical study, respectively. The researcher's focus in such studies will be on a common goal in various projects. Quantitative and qualitative development of research activities in knowledge-based and developed societies has become a constant and continuous process. Variety in different research methods requires a new approach to research methods and models. The use of integrated and integrated methods to accelerate the realization of research goals and provide a more complete picture and deeper understanding of the studied phenomena is a new movement in the field of scientific research that meeting this research need is one of the basic requirements of researchers. In the meantime, mixed research methods as an approach of quantitative and qualitative methods have created a situation for researchers based on which they can put together the methodologies, designs, models and methods used in a single research study. The meaning of mixed research method is a combined method including qualitative and quantitative topics. There are several categories of mixed designs. In the multi-stage research method in the mixed approach, the researcher may use a variety of hybrid schemes — convergent parallel, descriptive sequence, and exploratory sequence — in a historical study, respectively. The researcher's focus in such studies will be on a common goal in various projects. This method is mostly used to evaluate or execute a program, which includes different steps at different time points. Although there is a goal in each of these steps, the ultimate goal of all the steps is a single goal. The study of mix methods begins with a title of mixed methods. In the introductory part of the study, the research problem is highlighted. This is limited to the expression of purpose and the expression of purpose is based on research questions or hypotheses. With each of these components in the introduction, the researcher uses the combined methods approach and a kind of combined methods design so that the research is coherent and solid and can be evaluated as a combined methods project. The title of a mixed methods study should include the words mixed methods to determine the type of design used. Also, if both types of qualitative and quantitative data are emphasized in the research, the title of the study should have a neutral format. If one of these two weights is given more weight in the study, the title can be oriented towards one of them. Introduction A study can also show mixed methods. Collecting quantitative and qualitative data requires the steps of sampling, obtaining a license, selecting the type of data, selecting how to record data, and monitoring the data collection process. At each stage, the approaches to collecting two types of data are different. In mixed research methods, it is useful to consider data collection Concurrent or sequentially and to link data collection methods to a specific type of mixed methods design. In Concurrent design, quantitative and qualitative data are collected over a period of time, but independently. In data collection in a consecutive plan, two types of data are entered in the study stages. Between these two stages, a new stage has entered in which the researcher must decide how to use the results of the first stage and base his research on the second stage. The purpose of this study was to investigate the method of mixed research and the process of selecting designs used in articles published in sports management journals with emphasis on marketing. For this purpose, all articles published in sports management journals that had a marketing approach were selected as a sample. The statistical sample was the total number and including articles published and related to marketing in Iranian scientific-research journals until the end of the electronic versions of the journals from (2010) to (2019). The method used in the research was content analysis method. The tool used was a coded checklist, the validity of which was assessed by sports management experts. The reliability of the sheets was about 84% using the coefficient of agreement between the coders (Scott test). NVivo software was used to analyze the data. The results showed that only 18 articles were mixed, of which only 5 had mixed designs. Also, the results of this study showed that only 2 articles of qualitative data classification software were used. The results of the present study show that the use of mixed research method in these publications is in the early period and little is known and it is hoped that in the future it will be considered by researchers. Therefore, it is expected that this research, in addition to identifying existing, past problems and limitations, has a forward-looking approach to discovering opportunities and orienting researchers in the optimal use of combined research methods. Researchers designing a study of mix methods can choose from four main types of mix methods: alignment (triangulation), nesting (nesting), explanatory, or exploratory. Researchers choose the combined methods of their design according to the design's ability to better answer the research question and the advantages of each design. Researchers should carefully consider the challenges associated with their chosen design and plan to address these challenges. As part of the design selection, decisions must be made about the Sequential or Concurrent timing of the two methods, whether the two methods will weigh the same or different, and how the data will be combined. In his previous work on the mixed research method, Creswell categorized them into six methods (ie, convergent parallel, explanatory sequence, exploratory sequence, nest, evolutionary, and multistage), but in recent years he has edited his work in a fourfold classification. . In any case, since the goal of mixed research is to address the shortcomings of quantitative and qualitative approaches, newer and more diverse methods can be achieved by combining different methods. Therefore, it seems that this field has not yet reached full maturity and will undergo new changes in the coming years.
Mehrali HemmatiNezhad; hossein brakhas; ali safateyan; Leila Shahbazpour
Abstract
Introduction: Changes in modern society such as increasing use of cars in transportation, use of new technologies, electronic media and computer games have led to a greater focus on physical activity to increase health (Mathisen et al.) al, 2019). At the international level, sport has become a part of ...
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Introduction: Changes in modern society such as increasing use of cars in transportation, use of new technologies, electronic media and computer games have led to a greater focus on physical activity to increase health (Mathisen et al.) al, 2019). At the international level, sport has become a part of the daily life of each individual in various political, cultural, economic, organizational, social and interpersonal relationships, and the power of sport goes beyond its symbolic role (Niazi, 2009). Participation in sports tourism, like any other system, requires the development of macro goals, strategies and operational plans so that while being aware of the direction of movement, it can avoid any rework, misguidance and waste of its financial, human, physical and information resources. Avoid (Javadipou & Sami Nia, 2013). On the other hand, the problem of low indicators of health and social vitality is one of the challenges of the country, which is always the concern of the government of men and social experts and is always one of the main axes in the macro-socio-cultural policy of the country. The main area in creating a healthy and vibrant society is paying attention to active lifestyles and rich leisure, among which sports participation plays a key role due to its high economic efficiency and dynamic and sustainable functions (Shahbazi et al, 2013). Sport is associated with social welfare, and increasing physical activity for different classes and groups, especially disadvantaged groups, is currently the main goal of many governments (Storr, Nicolas & Davices, 2021). Apart from improving physical health, sports and recreational activities will improve one's relationships with oneself, people's social relationships in groups, and reduce their depressive symptoms (Tsuji et al, 2020). The level of participation of individuals in different levels of sports affects the goals and policies of sports organizations, and identifying the levels of participation in sports helps to form sports organizations and associations appropriate to each level. In addition, it is useful in prioritizing the goals of sports programs (Turan, 2020). Methodology: The research method was qualitative with a systematic exploratory approach (glazer). The statistical population consisted of two sections, human resources (managers, analysts and professors) and information resources (scientific, documentary and library resources on sports tourism). The statistical sample was selected in a purposeful and accessible manner and polled. Research tools included library study and semi-structured exploratory interview. In theoretical and purposeful sampling, the researcher tries to selectively select the sample based on what specific information is needed. In this study, the basis for sample selection was that individuals and selected information could help to form the theory and reproducibility of the findings. Simultaneously with data collection, their analysis work began in three stages of open, axial and selective coding. After extracting the codes, they are classified; Continuous comparisons reveal differences and similarities between these codes; Classes are separated or merged to form a theory in the process. Existing sources and texts are also used in the process of completing the theory. The data collection work continued until the researcher made sure that the continuation of the work did not add anything new to his knowledge. After conducting 52 interviews over a period of six months, the data analysis showed that no new data was added to the previous data; because a high percentage of the data extracted from recent interviews was repetitive. Therefore, the interviews were terminated due to theoretical saturation. Coding was performed using previous studies and the opinion of several researchers. The research model was drawn based on the identified relationships as a conceptual framework. Coding was done in three stages of first coding (open), second coding (selective) and third coding (thematic) to make the categories into components, then dimensions and finally the main factors in the conceptual model. Findings: The final conceptual framework consisted of 100 components, 22 dimensions, and 6 levels identified, and about 70% of the categories had a frequency of 5 or more. The six levels of the model include personal level, contextual level, organizational level, participation level, service level and outcome level, which have successive variables affecting each other. Discussion and conclusion: The purpose of this study was to design a model for attracting and involving people in sports tourism, factors, challenges and strategies in Gilan province. One of the most important features of this study was the comprehensive approach to the procedures and perspectives of tourism, recreation and sports participation. Previous scientific reports and articles have mainly examined participation in sports tourism from a more limited angle and perspective. In addition, the results presented in this study, despite being consistent with previous studies, but have a significant innovation in the theoretical structure of participation in sports tourism. Factors affecting sports tourism participation were classified into six perspectives: personal level, contextual level, organizational level, participation level, service level and outcome level. People with environmental background and demographic characteristics related to participation in sports under the influence of sports benefits and managerial interventions exposed to their mobility and leisure capabilities in the process of behavior will participate in sports depending on the severity of these factors. Management has a more intervening and motivating role than environmental, personal and service factors. The reason for this can be in the awareness of the management effect. Different people have different perceptions of environmental conditions, personal characteristics and services in relation to sports, and they are usually hidden processes. Therefore, the effects of management will be more conscious and will have clearer examples in society. These results show that beyond the quality of services, it is the type of intervention and the effectiveness of management that creates a higher level of sports participation in the community. According to the identified dimensions and considered perspective, it is possible to review the general and comprehensive analysis of the structure of sports tourism participation of the people of Guilan province. The framework presented in this research refers to important and necessary parts of people's participation in tourism and sports activities that are able to explain participation and present its functions.
mostafa esmaeili mahyari; Hamid Reza Irani; Vahid Normandipour
Abstract
Due to increasing popularity of marketing among sport managers and it's usage in sport, this topic has attracted the attention of scholars. In this regard reviews play an important role in conceptualization of this field. In spite of their valuable insight but they might be affected by author’s ...
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Due to increasing popularity of marketing among sport managers and it's usage in sport, this topic has attracted the attention of scholars. In this regard reviews play an important role in conceptualization of this field. In spite of their valuable insight but they might be affected by author’s way of thinking. Also, they are usually focused on special segment in the whole field unable to show the comprehensive image. But quantitative studies have repetitive process showing higher reliability and enable scholars to present the whole field, offering a comprehensive perspective. Accordingly bibliometric review is a quantitative study showing the development of the field as integrating with mapping software creating network based on intellectual, conceptual and social structure. As there is a lack in the literature in terms of bibliometric study of sport marketing, the objective of the current study is conducting bibliometric review on research undertakings in sport marketing enabling exhaustive understanding of its trend. The current article as a descriptive study considered all articles since beginning, till the end of 2021 as statistical population. In order to find appropriate articles, the literature examined and related keywords were identified. In addition, some criteria for inclusion and exclusion of articles were determined. Accordingly, for the inclusion criteria, web of science database was chosen to retrieve data, since it’s advantage is the higher reliability because of. more complicated reviewing process of articles. Next, for the temporal limitation, the starting point was set to include all related papers till end of 2021 to cover a full year. To exclude irrelevant papers out of analysis, exclusion criteria were applied and for the first step only articles and reviews entered in the analysis. As the second step, articles limited to only English language to be aligned with purpose of the study investigating the international trend of sport marketing researches. Ultimately, the last filter was applied and papers with irrelevant content were all removed since some contain searched keywords but unrelated content. Ultimately 1537 papers became qualified to enter analysis and then all of their bibliography data retrieved out of them and saved. Finally, to illustrate data and intended analysis including Co-citation and Keywords Co-occurrence, VOS viewer was used and the relationships and networks were visualized. Descriptive data indicated that based on WOS database, the quantitative trend of published papers is on the rise particularly since 2015, although fluctuated in some years. The year 2020 witnessed the highest number of papers with 175. This trend decreased in 2021 probably as a result of coronavirus and depression in sport activities. The highly cited paper in this field is "Determinants of sports sponsorship response" written by Speed et al (2000) with 481 citations, clarifying the sponsorship in sport. Among the most productive journals in sport marketing the” international journal of sports marketing and sponsorship was leading with 110 articles. Similarly O'reilly ranked first among the most productive authors with 22 articles contributing to this field. Moreover among the most productive universities contributing to sport marketing, The “State University system of Florida” is on the top of the list. As many of the leading universities belong to United States and it was the pioneer of a sport marketing research, so this country has the highest number of papers with 630 consisting 40/99 percent of all papers. As mentioned earlier, co-citation analysis can illustrate the intellectual structure or in the other words, theories and underlying thoughts. Accordingly, Co citation analysis conducted about sport marketing. Based on this analysis four clusters were appeared: the red cluster (the first one) contains studies related to the sponsorship and topics such brand image, sponsored events etc. The green cluster (the second one) mostly includes topics around consumer behavior such as motivation, identification and others related to fans and consumers. The blue cluster (the third one), has close connection and relationship with the green cluster and in relation with those topics, it includes things like brand loyalty, brand associations and also relationship marketing about sport teams. The yellow cluster (the forth one), encompasses studies mainly in relation with service marketing theory and topics such as satisfaction, brand image, behavioral intentions. Keywords Co[1]occurrence also used to envisage the conceptual structure and show research streams via investigating the most used keywords in sport marketing. Therefore the most repeated words are as following: Sport marketing, Sponsorship, Marketing, Sport, Social media, Advertisement, Branding, Consumer behavior, Sport tourism and Customer loyalty. It actually shows the popular topics among scholars in this field highlighting specially the importance of sponsorship in this field and it’s role in sport marketing. In addition this analysis confirms the findings of Co-citation analysis. Keywords Co-occurrence analysis based on temporal trend illustrates the conceptual evolution and maturity of the topic through showing keywords from the past (purple) to present (yellow) and indicates the research gaps interesting for scholars. Respectively, the analysis displays that primarily, highly repeated keywords were the ones such as promotion, marketing mix, attitude, brand loyalty and etc, indicating the dominant thought among scholars which was goods dominant logic. In this case, sport businesses and teams are producers of athletic services and goods and fans and consumers just consume the experience provided and staged by businesses or teams. Actually in this traditional thinking, fans are only passive consumers of goods and services of sport and the role of consumers as a co creator of value is ignored. But along with the evolution in marketing, sport marketing also undergone some changes since the emergence of service dominant logic caused a shift in way of thinking. Accordingly, not only participation of consumers as the co creator of value is recognized but also it is believed that all stakeholders and actors must get involved in that. Keywords such as service dominant logic and engagement are implying this shift. Therefore, based on findings, it is suggested that scholars should consider this new perspective in their studies and also consequent research gaps in the literature highlighting the role of all stakeholders in particular customers, especially in online context as growing more and more.
Fateme Rezaei; Habib Honari; Farzad Ghafouri; Tohid Aghayi
Abstract
Today, with the competitiveness of markets and the ever-changing environment, organizations have come to realize that they are no longer confronted with a growing economic system and growing markets. Therefore, each customer has its own special value and must fight to gain more market share. Although ...
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Today, with the competitiveness of markets and the ever-changing environment, organizations have come to realize that they are no longer confronted with a growing economic system and growing markets. Therefore, each customer has its own special value and must fight to gain more market share. Although until yesterday, marketers were only thinking about finding new customers, but in today's view, customer commitment has a special place, and customer growth means paying attention to satisfaction, effective communication with him and measuring quality from his point of view. An organization is a supporter and supporter of the organization inside the partner and outside the organization. Therefore, only customers who have a sense of belonging and heart and have profitability and longevity are considered capital for organizations. Marketing process design and Performing activities to produce, price, promote and distribute goods and services to meet the needs and wants of customers and achieve the goals of the organization. But sport has unique characteristics that distinguish it from goods and even other services, and requires methods beyond the usual concepts and methods of commercial marketing. On the other hand, marketing mix is one of the topics of interest in marketing, which is a combination of product strategy, price, location and promotion. These elements are commonly referred to as marketing mixes. The decisions and strategies of each of them are very important for the sports marketer. The most important decision and one of the biggest challenges of sports marketing is how to combine a mixed marketing strategy for complete customer satisfaction, achieving organizational goals, increasing market position and increasing competitive advantage. Sports facilities marketing begins with looking at what should be sold in the facilities. Sports facilities have two types of products for sale: experiences and goods. Experiences may include enjoying a race or activity in a magnificent place, these experiences are difficult to price; However, it is very valuable for some people. Goods may include food, playgrounds, and venues themselves. Before creating a marketing plan, a list of places marketing assets should be prepared that includes a review of all the experiences and products that can be sold or offered. It is also important to know what is involved in marketing. Green marketing Environmental marketing includes all activities designed to create and facilitate exchanges in order to satisfy human needs and wants, so that these needs and wants are met with the least harmful and destructive effects on the environment. To be In other words, green marketing refers to the development and improvement of pricing, promotion and distribution of products that do not harm the environment. The green marketing mix describes environmental efforts, design, promotion, pricing and distribution of products that do not harm the environment.Therefore, in order to achieve these goals, every organization must assume responsibilities towards the community. Corporate social responsibility is a set of duties and responsibilities that an organization must fulfill in order to maintain, care for and help the community in which it operates. In general, what jobs give back to society It also introduces corporate social responsibility as the voluntary and economic, legal and ethical expectations that society has of organizations at all times. From an individual and human perspective, social responsibility is a set of activities that an individual performs not only for the purpose of the job, but also to serve the community and on a larger scale to the community. Organizations today need to continuously improve their performance in order to survive and thrive in a competitive environment. Improving individual and organizational performance is the key to success in competition. Performance is defined as efficiency and effectiveness because effectiveness refers to the extent to which goals are achieved, and efficiency refers to how resources are used economically to achieve goals, they can be considered two important dimensions. Know the performance. That is, both internal causes (efficiency) and external causes (effectiveness) for specific parts of performance can exist. Hence, performance is a function of the efficiency and effectiveness of the activities performed Proper performance of the organization indicates the ability of actors and processes of the organization to meet organizational goals. Organizational performance is derived from the philosophy of the organization and the satisfaction of stakeholders and customers of the organization is completely affected by it. The concept of organizational performance is widely used to integrate the activities of the organization to achieve strategic and long-term achievements while controlling daily activities. It also contributes to continuous improvement and comprehensive development. Lorsch and Lawrence have concluded that performance is not only related to the action of individual characteristics, but also to the organization and the environment. Individuals, even with maximum motivation and all the necessary skills, may not be effective unless they receive the support and guidance the organization needs and their work is compatible with the needs of the organization and their environment. Considering that the importance of marketing in order to develop various institutions in a practical and experimental way has always been emphasized, but this issue has always been neglected in the country's sports business environment, while the development of marketing in sports institutions. It can significantly improve their performance and enable the sports community to avoid wasting time and money by understanding the needs and wants of the audience and thus generating more revenue for the organization, accountability and initiative in the organization, recognizing competitors and Be ahead of the competition. Marketing can also increase stock prices, hire insurance members and attract and increase the income of athletes and the like. Sports venues are places of comfort and health for many people in the community. If these spaces do not meet the required standards and environmental standards are not observed in them, on the one hand, it will cause harm and physical danger to the participants and on the other hand, the number of participants is increasing day by day for safety. The lack of environment will be reduced, and as a result, in such a situation, we will face a sedentary society and unhealthy citizens, which will have many negative consequences for individuals and society, and will impose heavy costs on the government in the future. Appeared Considering the above, it seems that green marketing stimuli can directly and indirectly mediate the performance of Tehran's university facilities through social responsibility. A descriptive-correlational design was employed on this study, following an applied approach. Two standard questionnaires of social responsibility and business performance and one researcher-made questionnaires of green marketing were used for this study. The validity of the questionnaire was confirmed by 10 experts. The reliability coefficients of the questionnaires are business performance (0.76), green marketing (0.78), social responsibility (0.89). The statistical population under study included the head and staff of the physical education department of universities in Tehran. According to the research approach, sampling was stratified and included 4 people. Spss 25 and Amous 24 were used for statistical analysis. The results showed that legal obligations have a significant positive effect on the performance of sports facilities in Tehran public universities (B = 0.353, Sig = 0.001, t = 3.787). Green advertising has a significant positive effect on the performance of sports venues (B = 0.138, Sig = 0.015, t = 2.503) but social responsibility has not played a mediating role in the relationship between green marketing and the performance and sustainable development of places. The research results showed that, it can be stated that more attention is given by the officials and staff of the Universities of Physical Education to the legal responsibilities in their field of work, as well as the promotion of programs and services electronically, as opposed to paper advertising no adverse effects on the environment it improves the performance of college sport facilities.
Ahmad Nazari Torshizi; Mahdi Talebpour; Reza Heydari; Faeze Saadababi
Abstract
The value and importance of sporting events such as the Olympic Games, the Asian Games, the Student Universities, the Military Olympics, the Youth Olympics and the FIFA World Cup is undeniable. This value and importance is seen in the intense competition between the host cities or countries as well as ...
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The value and importance of sporting events such as the Olympic Games, the Asian Games, the Student Universities, the Military Olympics, the Youth Olympics and the FIFA World Cup is undeniable. This value and importance is seen in the intense competition between the host cities or countries as well as the extensive planning for the successful holding of the event. In this regard, the countries of the world with seriousness and redoubled efforts, focus their efforts to host international sporting events to benefit the various sectors such as tourism, attracting sponsors, media, development of the sports industry, quality of life of the host community. And maximize the brand development of the city and the country (Karadakis. Kaplanidou and Karlis.2010). Holding a sporting event at the international level is both a sign of the economic development of the host society and a sign of outstanding social progress in the world and a very effective tool for promoting the culture and products of the host region and city. This issue is very important in today's business world and media advertising (Koosha, Eidi and Yousefi, 2018, 17). Sporting events on an international scale attract a wide range of national and international participants. In this regard, international sporting events such as the Club World Cup wrestling tournament are seen as an opportunity to build leverage for economic growth and urban infrastructure development. Apart from these effects, a handful of studies have examined the positive non-economic effects of hosting sporting events. Therefore, the aim of this study was to influence the impact of international sports events on the urban brand (Case study: Bojnourd city). was conducted in terms of developmental purpose and in terms of how to collect data by quasi-experimental method. In this study, a control group and two experimental groups were considered and there were two groups of pre-test and post-test. The research tool was the standard questionnaire of Merrils et al. (2009). Its content validity was first confirmed by 8 sports management experts and then the internal consistency coefficient of the questionnaire was 0.87 through Cronbach's alpha, which indicates its high reliability. The method was that first, a city brand questionnaire was distributed among a group of people who did not go to the venue (control group), then by going to the World Club Cup wrestling venue in Bojnourd, first a questionnaire was distributed among the spectators. It was broadcast and they were asked to answer the questionnaire, and a week after the competition, they answered the same questionnaire again. A total of 90 people answered the questionnaire in three groups with equal numbers as control group, tourist group and local community group. Kolmogorov-Smirnov test, one-way ANOVA and Tizuji test were used to compare the pretest and posttest groups. Findings of Kolmogorov-Smirnov test in urban brand variable (pre-test and post-test) were greater than 0.05 and had a normal distribution. According to the ANOVA test results, there was a significant difference between the experimental groups in terms of urban brand scores during the competitions. Therefore, the difference between the intra-group scores of pre-test and post-test urban brand was done separately for each experimental group so as not to be affected by differences between groups. Also, since there was no significant difference between the scores of the groups in the pre-test, it is clear that any change in the post-test is not due to differences between the control group and the experimental groups and is affected by the effects of the event. It was held because there was no significant difference between the pre-test scores of the research groups. According to the results of correlated t-test in the first group (tourists), there was no significant difference between urban brand scores between tourists before and after the international sports event. In the second group of international sports event, according to the level of significance, a significant difference was observed between pre-test and post-test of this group and the international sports event had a significant and positive effect on the subjects. . Also, the findings of paired t-test showed that there was no significant difference between the pre-test and post-test of urban brand in the view of the natives of the city only in the variable of intentions, and among the variables, the nature variable had the most positive effect among other variables. As a result, it can be said that small events among the group interested in that sporting event will create a sense of more belonging to the city and a sense of inner satisfaction, and it should be noted that sporting events directly and indirectly affect the urban brand. . Since these events have a special role in introducing different places to the public, it is important that smaller cities take advantage of this opportunity and take steps to promote their city's brand by receiving the right to host various sports competitions, and its benefits as well To benefit.
