sadegh fatahimilasi; habib honari; sara keshkar
Abstract
Today, sports diplomatic literature has been able to blur the borders and open more ways for dialogue so that different people can gather together. Therefore, sports diplomacy is an elixir for governments to eliminate differences and promote development, dialogue and sustainability as a pristine and ...
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Today, sports diplomatic literature has been able to blur the borders and open more ways for dialogue so that different people can gather together. Therefore, sports diplomacy is an elixir for governments to eliminate differences and promote development, dialogue and sustainability as a pristine and untouched diplomatic tool. Institutions that operate in the field of sports and diplomacy can increase positive sports values such as mutual respect, order, patience, tolerance and compassion in the midst of violent and violent political relations and become the source of this environment. In a comprehensive definition, sports diplomacy can be called a bold part of public diplomacy, in which all the hardware and software capacities of a country's sports, such as sports equipment and spaces, athletes, coaches, sports managers, and its soft power are used in the field between The international should be strengthened. that the institutions related to sports and Iran's foreign policy have not used the global capacity of sports in order to advance political goals as they should, also in relation to the development strategies of sports diplomacy, branding and crediting, interactivity with the world and empowerment of capacities" score achieved a high level for the development of sports diplomacy in the country, sports diplomacy has potentials to improve various aspects of sports, therefore this research aims to investigate the economic and sports effects of sports diplomacy on the Islamic Republic of Iran, and as a result, aims to What are the economic and sports consequences of sports diplomacy on the country? Since the current research seeks to develop the boundaries of knowledge in relation to the topic of sports diplomacy, therefore, from the point of view of the purpose of this research, it is practical, as stated, this research is a mixed research method. has been used as a research strategy. In this research, considering that the researcher is looking for the consequences of sports diplomacy, therefore, the quantitative method cannot 1. Master student of sports management at Allameh Tabatabai University, Tehran, Iran. *Responsible auther: Email: omidfatahi3944@gmail.com 2. Associate Professor, Department of Sports Management, Allameh Tabatabai University, Tehran, Iran. 3. Associate Professor, Department of Sports Management, Allameh Tabatabai University, Tehran, Iran. be the basis of the research alone. Therefore, the mixed research method of the descriptive type (quantitative, qualitative) is used. It is worth mentioning In this research, first, the dimensions, components and indicators of sports diplomacy were extracted from the depth of the research literature and theoretical foundations, and using the theoretical foundations, a researcher-made questionnaire was created, and then explanatory and descriptive interviews were conducted with experts in the society. The case study was extracted and then using qualitative thematic method to describe each of the components for the development of sports diplomacy in the country. The statistical population of the current research in the quantitative part of doctoral and specialized doctorate students in the field of sports management and international relations is approximately 150 people and the sample size is 110 people. The statistical population of the present research in the qualitative section was made up of specialists, managers and people with experience in this field. The questionnaire used in the research is two-faceted, with positive and negative sides, which is based on a seven-point Likert scale. The reliability rate was obtained using Cronbach's alpha of 0.91, which is an acceptable coefficient. Also, for data analysis in this research, AMOS22 and Spss22 software were used for data analysis and ranking and confirmation of factors. In the descriptive statistics, the findings showed that the largest number of respondents are men, with 64.14%, with the number of 84 people. Also, the most respondents were people under the age of 35, 48.18%, the number of 53 people had the highest frequency, and the least respondents over 40 years old with the number of 15 people, equivalent to 13.63%, had the lowest frequency, and finally, 66.36 The percentage of 73 respondents have average knowledge and information about sports diplomacy, 14.54 percent of 16 respondents have a lot of information and knowledge, and 3.63 percent of 4 respondents have very much information and knowledge in the field of sports diplomacy. Also, from the number of respondents, 16 people have 14.54% little knowledge and 0.9% have very little information and knowledge about sports diplomacy. The findings related to the dimension of sports consequences of the research showed that the item (sports diplomacy plays a role in the conditions of the country's athletes in international sports events, with a factor load of 0.81) and the item (sports diplomacy plays a role in the development of sports infrastructure, with a factor load of 0.81) factor (0.79) and item (sports diplomacy plays a role in attracting sports elites) have the highest factor load, with a factor load of 0.61) in the sports consequences of the development of sports diplomacy in the opinion of experts. And also in relation to the economic consequences, the findings showed that the item (holding sports events strengthens the infrastructure and creates suitable facilities, with a factor load of 0.96) and the item (sports diplomacy increases the accumulation of physical capital, with a factor load of 95) (0.0) has the highest factor load and the item (sports diplomacy increases the economic culture in the country, with a & factor load of 0.41) in the economic consequences of the development of sports diplomacy in the opinion of experts. The codes obtained in the interviews of the qualitative part, according to the interviews conducted in the economic dimension, most of the interviewees emphasized the relationship between sports diplomacy and sports tourism, which is one of the main concepts that can be referred to in the economic dimension of sports diplomacy. He pointed out that tourism and sports are combined, and in the sports dimension of sports diplomacy, the lack of suitable sports infrastructure for international events has played a significant role in the development of sports diplomacy in the country. According to the current research, one of the most important consequences of sports diplomacy is its economic dimension, which sports brings with it wide economic effects, and that is why it has been named as a dynamic industry and is currently one of the 10 industries in the world. It is superior in developed and developing countries, which is important in relation to the transformation of sports as a money-making industry for developing countries. In the time period of conducting the research, there were limitations such as the small cooperation of some research samples, the lack of knowledge of some samples of sports diplomacy, the conditions of the Koid 19 epidemic in the information gathering stage, and limited theoretical foundations in the field of sports diplomacy, especially in the economic dimension. that has prevented better performance. According to the attractiveness and income generating potential of the sports industry, there seems to be less of a problem for the existence of the private sector investor, except for some legal obstacles and lack of support. Based on this, it is suggested that the government, by formulating a plan and preparing soft and hard infrastructures in areas such as building sports facilities, holding international events, exchange of athletes, etc., will create the basis for the presence and participation of the private sector and use of its capabilities. the country's tourism for the increasing development of the country's sports diplomacy.
Hamid Reza Goharrostami; Kobra Pouryousefi; Nooshin Benar; Samaneh Nazari
Abstract
The purpose of this study was to investigate the effect of social responsibility (based on new and special dimensions of sports) on customer`s loyalty with role moderating of image and reputation in fitness clubs in Rasht city. In fact, corporate social responsibility (CSR) is defined as a set of positive ...
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The purpose of this study was to investigate the effect of social responsibility (based on new and special dimensions of sports) on customer`s loyalty with role moderating of image and reputation in fitness clubs in Rasht city. In fact, corporate social responsibility (CSR) is defined as a set of positive and active management actions that the company takes to identify and satisfy consumer needs that It does in relation to the goals of company. In today's, we can expect from all businesses in the field of sports that their organizational behaviors are in line with social responsibility. Accordingly, professional sports clubs in Europe have adopted social responsibility programs as a means to achieve organizational strategic goals. Walker (2009) states that sport industry organizations face increasing pressure and stress to maintain profitability and engage in socially acceptable behaviors, yet researchers have provided little information on how consumers perceive and respond to corporate social responsibility. One of the most well-known models in defining social responsibility is Carroll's four-factor model (1979). Carroll assigned four categories of social responsibility to every organization: a) economic responsibility b) legal responsibility c) moral responsibility or compliance with business ethics d) Philanthropy responsibilities. It should be stated that in this research, the new model of social responsibility is used, i.e. replacing the dimension of health and education in the old model of Carroll's social responsibility; Because based on the new model of Walker (2009), it seems that this new model has a better application in sports clubs; On the other hand, it can be said that the philanthropic dimension is more useful for measuring social responsibility in industries, companies, and as a result, in the field of sports industries due to the wide features of the management scope and human resources, and it cannot be effective for use in physical fitness clubs; Based on the research of Jung (2012) & Walker (2009), this new model of social responsibility (using the health and education dimension instead of the philanthropic dimension in the industry) can have a much better application in order to measure the social responsibility of physical fitness clubs. Therefore, since in many internal researches of our country, the same old corporate social responsibility model of Carroll was used, but the current research measures the relationships between variables with a new approach and the use of a special social responsibility model for physical fitness clubs. Also, since the city of Rasht, due to its proximity to the center of the country, has been greatly influenced by the prevailing culture in the field of expanding and promoting sports, especially in the field of bodybuilding; Therefore, the examination of the above components in the developing industry of bodybuilding in this city should be considered. The method of the current research was descriptive-correlation and survey type, which was conducted in the field. The statistical population of the research included all male and female clients of physical fitness clubs. The research sample was 409 customers who were selected by random sampling method. The predictor variable was social responsibility and the criterion variable of customers' attitude included image, reputation and loyalty. Data analysis of the collected questionnaires was done by structural equation modeling with SPSS 24 and AMOS 24 software. The results of the analysis show that there is a positive relationship between the research variables and this influence is also evident in the final model. On the other hand, the social responsibility variable of the club has an effect on the loyalty variable through the mediating variable of image and also, through the mediating variable of reputation, on the loyalty variable. The measurement model of the results of the factor analysis shows that all items related to social responsibility, reputation, image and loyalty were significant at the factor analysis (sig≤0.001). The results of the structural equation model of the research examined the effects between the research variables simultaneously in the model. After implementing the conceptual model of the research in 32 & AMOS software, according to the results of the structural model of the research, it shows that all the items related to the research variables were significant. The findings showed that the club's social responsibility with new components in the field of sports, while having the greatest impact on the image, also has an impact on reputation and loyalty. Also, image as an independent variable has an effect on reputation and loyalty. However, in the final model, reputation does not have a significant effect on loyalty; But the significant positive relationship and influence between the research variables in the final model is very evident. In general, club managers can attract potential customers and retain loyal customers by considering the dimensions of social responsibility towards needs of customers as an effective strategy and as a result of gaining a good image and reputation, which is a requirement for the survival and competitive advantage of these clubs. Organizations with customer-oriented corporate social responsibility activities can improve the trust of a part of the consumer, thus influencing his commitment. Given the impact of the financial crisis on the current economic situation, which may cause consumer distrust and commitment to the organization, it is a special time for businesses to strengthen their corporate social responsibility policies and practices. Therefore, the results of these measures increase the consumer's perception of value and the company receives a satisfied and brand-loyal consumer. In fact, clubs can gain a good attitude and image towards the club by investing and paying more attention to the economic, moral, health and education dimensions, and especially the legal dimension. This issue is a significant result of corporate social responsibility, which is suggested to club managers to increase performance and gain a competitive edge. Generally, the aforementioned research stated that one of the dimensions of service quality includes the organization's sense of responsibility for providing services. Therefore, due to the constant changes in the market and the addition of new competitors, fitness centers should try to satisfy them by improving the quality of services in different sectors.
Mohammadsaeid Kiani; leila nazari; Leila Shahbazpour
Abstract
Introduction: Today, organizations should develop their activities by keeping service recipients satisfied so that they can maintain their advantages in competitive environments and not lag behind other competitors. In recent years, paying attention to the needs of customers and responding to them, both ...
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Introduction: Today, organizations should develop their activities by keeping service recipients satisfied so that they can maintain their advantages in competitive environments and not lag behind other competitors. In recent years, paying attention to the needs of customers and responding to them, both in the production sector and in the service sector, is one of the most important and necessary tasks or goals of organizations (Omar and Simon, 2018). In recent years, modern designs and digital techniques that are consciously used in architecture have contributed to the positive effects of the aesthetic aspects of architecture and have brought passion and heartwarming feeling to the exterior. And the indoor spaces have given places and sports spaces (Majidi et al, 2018). The beauty of an environment, like improving the service quality of sports venues, increases the tendency of people to that place to continue their activity and customer loyalty (Morten, 2018). Improving the beauty of the environment makes it possible to use it as a competitive tool. The beauty of an environment increases the tendency of people to that place for physical activity and exercise, attracting people to exercise and physical activity in outdoor environments and open spaces is a clear and obvious thing (Sallis, 2019).During their studies, (Cleland et al, 2018) reached the conclusion that the aesthetics and attractiveness of the environment can affect people's health behavior and there is a positive relationship between people's tendency towards sports activities in their free time and environmental variables such as aesthetics. Studies show that in the last two decades, interest in the quality of service has also been drawn to the sports industry, so that today, the quality of service is considered one of the main criteria for measuring competition in the organization. Therefore, sports organizations know that providing quality services to customers is necessary for success and is the key to survival in today's competitive environment (Ko and Pastor, 2017). On the other hand, it should be noted that only the existence of facilities for exercising is not enough; In the design of sports facilities, in addition to technical aspects, aesthetic aspects should also be considered, there is an urgent need to create new design methods to make sports centers more effective and attractive due to changing attitudes, desires and desires. Customers have become more important. Methodology: Considering that the effect of aesthetic factors and service quality on the perceived value of customer loyalty and satisfaction was studied in the present study, therefore, the present study was descriptive of the correlation type. The collection of sources is by library method and in terms of information collection, it is a field questionnaire. The statistical population of this research was the customers of 28 private and public swimming pools in the province. The sampling method used to select random customers was simple. In this research, the number of samples was estimated between 136-680 according to the number of questions in the questionnaires (68), with an estimate of at least 2 times and at most 10 times the number of questions; After distributing the questionnaires, 274 questionnaires were returned. In order to investigate the aesthetic dimensions of sports pools, Soleimani's questionnaire (2013) was used. In this research, the standard questionnaire for measuring the service quality of sports centers of Liu (2008) was used after adjusting and adapting it to the pool environment and cultural conditions of the country to collect information. In order to check the level of customer loyalty to sports pools, Lim's (2006) loyalty questionnaire with a five-point Likert scale was used. In order to check the perceived value of customers to sports pools, Kim et al.'s (2009) questionnaire was used with a five-point Likert scale. Victor's questionnaire (2002) was used to check the level of customer satisfaction with sports pools. The face and content validity was confirmed by asking the opinion of 8 people from the relevant satid. In order to analyze the data, structural equation technique was used using Amos statistical software and Spss statistical software. Findings: The results of the Pearson correlation coefficient indicate that there is a positive and significant relationship between all research variables; The highest correlation is related to service quality variables and customer satisfaction, and the lowest correlation is related to aesthetic variables and customer loyalty, which is significant at the 0.05 level. The aesthetic variable has a significant effect on perceived value and customer loyalty, and a weak indirect effect was observed between aesthetics and service quality with customer loyalty. Also, the direct effect of service quality on loyalty, service quality on perceived value, perceived value on customer satisfaction, and customer satisfaction on loyalty were positive and significant, but no indirect effect was observed between these variables. It should be noted that according to the research model, 33 % of customer loyalty variances by aesthetic variables, quality of service, customer satisfaction and perceived value, 42 % of customer satisfaction variance by perceived value and 17 % of perceived value by quality Services and cognitive aesthetics can be explained. Discussion and conclusion: The main purpose of the present study was to investigate the effect of aesthetic factors and service quality on the perceived value of loyalty and customer satisfaction of swimming pools in Kermanshah province. In the current study, the total effect is equal to the direct effect of most variables, because no significant indirect effect was observed between the variables. In examining the hypotheses, the research results showed that service quality has a direct and significant effect on customer loyalty. As a result, as the quality of the perceived service increases, the level of customer loyalty also increases. The results of the research showed that aesthetic factors have a direct and significant effect on customer loyalty. The results of the research showed that perceived value has a direct and significant effect on customer loyalty. That is, the more customers receive and feel more value, the more their loyalty increases. The results of the research showed that service quality has a direct and significant effect on the perceived value of customers. The customer feels that he has received a good service that is valuable for him. The results of the research showed that perceived value has a direct and significant effect on customer satisfaction. In other words, higher perceived value can lead to greater customer satisfaction. Also, the results showed that satisfaction has a direct and significant effect on customer loyalty. The results showed that aesthetic factors have a direct and significant effect on the perceived value of customers. Therefore, paying attention to factors such as the environment around water sports complexes, using works of art in the outdoor space, the beauty of the indoor space of the sports pool and inspiration from natural attractions, the external shape of the pool inspired by geometric shapes and a large and wide space. Instead of a limited space, the sports pool is one of the criteria of the customers of these complexes, which has increased the perceived value level of the customers. Due to the changing attitude of customers regarding the use of luxurious and well-equipped sports spaces with new architectural style, as well as the creation of complementary spaces for swimming pools such as: massage room, Solardome (artificial sun), gym, coffee shop, etc. Providing quality services to customers, respecting customers and asking them for their opinions about the services provided, should be scientifically investigated in order to make customers return and create loyalty in them. These factors should be evaluated at least monthly, and if customers There is a need to provide better and newer services, according to the available facilities and the available space for their opinions to be provided so that their loyalty is maintained and improved and the customers act as pool advertisers and attract new customers unconsciously.
Sports management, marketing
marjan saffari; fariba fayazi; Rasool Norouzi Seyed hossini
Abstract
Leisure under the effect of socio-economic developments and global values is one of the concerns of individuals. Leisure activities can affect people's physical health and lead to a better life and successful aging in adults. On the other hand, the growth and development of machine life, reduction of ...
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Leisure under the effect of socio-economic developments and global values is one of the concerns of individuals. Leisure activities can affect people's physical health and lead to a better life and successful aging in adults. On the other hand, the growth and development of machine life, reduction of working hours and activities, most importantly cultural changes, have made it impossible to ignore your leisure time. The statistics obtained in this field showed that the average lisure time in Iran is 90 days and in the world 80 days per year. The average amount of leisure time in Iran is 3 hours and 29 minutes per day, while the world average is 5 hours. This means that despite the fact that Iranians have more leisure time than the world per capita, the amount of time allocated to it is less and Iranians prefer to spend their budget on other things. Therefore, the vacuum created in this field is questionable as to what factors prevent people from doing leisure activities in their free time, and also the factors that increase leisure activities, to what extent can be increased and strengthened. Due to the tendency of sports and physical education managers and sports media towards championship sports, so far less attention has been paid to leisure sports activities. The subject to be investigated in this context is how much leisure time can affect the satisfaction of the activity and whether the factors affecting the increase of leisure time also increase the satisfaction or not. The purpose of the present study was to investigate the effect of serious leisure on satisfaction from lelisure activities with the mediation of recreational involvement in amateur volleyball athletes. The research method was applied in terms of purpose and correlation interms of data collection, which was done in the field. Data collection tools were questionnaires of Gould et al (2008), Kyle et al (2005) and Ramkisson et al (2012). The target population of the study was non-professional athletes of Tehran Volleyball House who had at least 6 months of membership in this collection. PASS Software was used to determine the sample size and the sampling method was available. Finally, 274 questionnaires were used for statistical analysis. The face and content validity of the data collection tool was reviewed by 9 experts in this field. Cronbach's alpha was 0.95. In order to analyze the data, descriptive and inferential statistical methods were used using SPSS software version 26 and PLS version 3. The Findings showed that if a participant has serious leisure traits, more likely than others to understand the importance of the activity and enjoy its appeal. On the other hand, people should have characteristics such as individual efforts, perseverance and commitment in the activity to pursue recreational activities. one of the most important factors to increase people's satisfaction with leisure activities is recreational participation (Path coefficient 0.519). Among the dimensions of recreational participation, attraction has the greatest impact (Path coefficient = 0.449 and AVE = 0.747), so it can be said that the more irritable people are to an activity, the greater their satisfaction. Entertainment participation predicts 49% and serious leisure 42% of changes in leisure satisfaction, and 66% recreational involvement of changes depend on the serious leisure of volleyball players. taking into account the mediating role of recreational participation in the relationship between serious leisure and leisure satisfaction, the results showed that despite dimensions such as attraction, self-expression, centrality of lifestyle, the relationship between the two variables of serious leisure and leisure satisfaction becomes stronger. Recreational participation with its mediating role can create a positive experience in people and their satisfaction with recreational activities. According to the output of the software used in this research, 51% of the changes in satisfaction with leisure activities are related to recreational participation and serious leisure of non-professional volleyball players of Tehran Volleyball House. Therefore, considering a factor such as recreational involvement can be a great help to the officials in the field of leisure to attract and satisfy more customers of Tehran Volleyball House. In the present study, the relationship between perseverance and customs on leisure satisfaction was not significant. This issue can be interpreted as that the researches were conducted on old people and adults, but according to the descriptive findings of the research, 45.6% of the statistical sample of the current research were under 20 years of age, so they endure problems and hardships and barriers to leisure. Seriously, it's probably difficult for them, and they don't have a proper understanding of customs and subcultures. But the identity of volleyball players is very important in their leisure time. People who follow volleyball as a serious leisure identify themselves with volleyball, and their family and friends also know how important it is for a volleyball player to do volleyball activities. With the improvement of athletes' performance in this area and their efforts, their satisfaction with volleyball will also increase. Educators should know that by knowing the goals of their students, they can help them achieve their goals. The design of exercises that are accompanied by pleasure and happiness by volleyball coaches can attract athletes more to this discipline, so that they prefer volleyball to other sports. The participants in the volleyball field who are satisfied with their leisure activity in the volleyball house know that their life is connected to volleyball, so they plan in life in such a way that the position of volleyball is always reserved. The managers of the complexes can increase the attractiveness for the volleyball players or create suitable conditions for the participants who can show a good image of themselves to others, causing them to be satisfied with the activities they do, which ultimately leads to the loyalty of the volleyball players. For example, having up to date sports equipment, designing exercises with joy and pleasure, and giving athletes the opportunity to discuss volleyball can be very important in the field of loyalty of volleyball players. The participants in the volleyball field who are satisfied with their leisure activity in the volleyball house know that their life is connected to volleyball, so they plan in life in such a way that the position of volleyball is always reserved.
shayan pooladi; Hossein Abdolmaleki; Mehdi Kohandel
Abstract
Given the growing importance of service experience and enhancing the experience of sports fans in the sports environment, the study of variables and factors that can provide a better experience for fans, has created a new and attractive field for researchers and sports marketers. Sports is one of the ...
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Given the growing importance of service experience and enhancing the experience of sports fans in the sports environment, the study of variables and factors that can provide a better experience for fans, has created a new and attractive field for researchers and sports marketers. Sports is one of the most important categories of today's societies, especially modern and industrial societies, which a large part of the population of every country deal with in various ways. The unique features of sports have made it a part of today's society, so that its importance is increasing day by day (Abdolmaleki, Heidari, Zakizadeh, & De Bosscher, 2019). In the meantime, football has been able to find a special place among different strata of people and present itself as a super sport. The unique characteristics of football and having high attraction and excitement have turned it into an industry with its own components and complexities (Ramezaninezhad et al., 2020). Meanwhile, the most important and influential factor in the football industry are the spectators or fans. In fact, the spectators are considered a part of the sports product, who give excitement to the sports competition with their participation and fandom of their favorite players and teams (Drayer & Shapiro, 2011). On the other hand, attracting spectators to sports events are the basic strategies of sports teams to increase their income and distinguish themselves from other teams. That is, the more the teams attract more spectators, the more income they will earn (directly and indirectly) (Gholizadeh, Talebpour, Kashtidar, & Abdolmaleki, 2018). The economic benefits along with the presence of spectators have prompted sports marketers to look for ways to attract and develop them. Football spectators are not only useful for increasing the capital of the club, but their social role is also considered important. Spectators are a complementary part of the main nature of sports. Because they provide a direct and live social environment for the player. With the absence of spectators, the athlete cannot perform well and shows a low level of performance (Nazemi, 2013). Studies conducted in the field of general tourism also show that past experiences are an important indicator that tourists refer to when choosing a new experience (Kerstetter & Cho, 2004). Abdolmaleki (2020) showed that the positive experience of the services provided can lead to frequent visits by heritage tourists in the future (Abdolmaleki, 2020). Lemon and Verhoef (2016) also believe that it is the service experience that can lead to customer satisfaction, and the quality of service comes next (Lemon & Verhoef, 2016). Therefore, as it was said, it can be argued that in the case of spectators, the service experience can be an important factor in post-experience behaviors. Because the advancement of technology has led to the personalization of experience, and people with different personalities are looking for different experiences (Hwang & Lee, 2018). Therefore, the purpose of this study was to investigate the effect of Sportscape on spectator service experience in Iranian football stadiums. The present study is a descriptive-correlational study which was conducted in the field. The statistical population of the study included all the spectators present at Azadi Stadium who had purchased tickets and gone to the stadium in the 2019-2020 season. The sampling method was non-random using the convenience sampling strategy (electronically) in which 165 questionable questionnaires were passed to the research analysis stage. The research tool was a questionnaire based on previous researches that included three sections of demographic information, stadium characteristics (23 items) and service experience (18 items). The face and content validity of the questionnaire was confirmed by 8 professors and experts and its reliability and construct validity were accepted using confirmatory factor analysis. Research data analysis included confirmatory factor analysis and structural equation modeling which was performed using SmartPLS software. Descriptive analysis of the demographic information of the sample showed that people aged 46 to 55 years, with 33.30%, formed the largest volume of the research sample. Examining the demographic characteristics of the participants in this study in terms of their marital status shows that more than 75% of the sample size of the present study are married people. According to the collected data, among the participants in this study, people with bachelor's degree have the highest frequency. Descriptive analysis of the demographic information of the sample shows that the research sample is at a low level in terms of attendance at the stadium. So that more than 63 percent of the participants attend the stadium only one to five times a year, and in total, about 16 percent of the sample consists of people who attend more than 10 times a year. They attend the stadium. The results showed that among the characteristics of the stadium, the comfort of the seats, stadium Aesthetics, the cleanliness of the stadium and the design of the stadium have a positive and significant effect on the spectator service experience. However, the effect of stadium parking, stadium access and stadium food services on the spectator service experience was not significant. According to the results of this research, among the physical features of the stadium, the comfort of the seats has the greatest effect on the audience's service experience; This can be related to the fact that the Azadi football stadium had a platform instead of seats for a long time and Iran is one of the last countries that tried to install seats in stadiums. In almost all researches, the comfort of the seats is considered as one of the most important factors of the stadium (Dhurup et al., 2010; Gencer, 2011; Lee et al., 2004; Wakefield & Sloan, 1995) and is a factor which, together with the design of the stadium, have a direct effect on perceived crowding. Crowding perceived by the audience is one of the variables that has been identified in past researches that has a negative effect on the enjoyment and satisfaction of the audience from the place where the service is provided. As long as the spectators to enter and exit the stadium to go to its different parts, such as the spectators' stands, toilets, canteens, etc., face less problems and crowds and do not have to wait in long queues, they will have a better experience. And they will show more willingness to return to this environment. Therefore, it is suggested that new stadiums be designed in a way to facilitate the movement of spectators in the stadium. Things like wide corridors, a greater number of toilets, optimal design of seats and seats in such a way that there is enough space between the rows for movement, should be considered in this context. Also, in the current stadiums, it is possible to improve the allocation of stadium space for spectators with small changes. For example, increasing the number of ticket counters prevents long queues of spectators and prevents the spectators from feeling crowded and having an unpleasant experience.
farhad fathi; fariba askaryan; Mike Rayner
Abstract
During various sports competitions in different countries, security has always been one of the most basic concerns of those responsible for organizing competitions. Considering the growing development of the sports tourism industry and the economic, cultural, social and political benefits of this industry, ...
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During various sports competitions in different countries, security has always been one of the most basic concerns of those responsible for organizing competitions. Considering the growing development of the sports tourism industry and the economic, cultural, social and political benefits of this industry, the need to pay attention to the security of sports tourists is felt more and more. Considering the growing development of the sports tourism industry and the economic, cultural, social and political benefits of this industry, the need to pay attention to the security of sports tourists is felt more than ever. The large gathering of people in big sports events has made them a potential target for terrorists (Zekolin, 2009: 6). Big sports events have provided a suitable platform for terrorists to convey their message about evil and hatred of the society. The four causes of security incidents that can have adverse effects on the tourism system are: incidents related to crimes, war, terrorism, and political and social unrest. Tourists can be classified based on their perception of risk towards a typical trip and specific destination, as well as their awareness of a specific type of risk. In addition, Sonems and Grafe (1998b) classified tourists into two risk[1]taking and risk-averse groups using the notion that people may have different understandings of risk (Pizam, Mansfeld, 2006: 231). have done by using the role of tourists to identify types of travel risk groups, people who have traveled 1. PhD Student in Sport Management, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran. * Corresponding Author: Email: farhad. fathi@yahoo, com 2. Associate Professor, Sport Management Department, Faculty of physical education and sport science, University of Tabriz and Tehran, Tabriz and Tehran, Iran. 3. Associate Head - School of Sport, Health and Exercise Science, University of Portsmouth, Portsmouth, less tend to accept high levels of risk (Lapp, Gibson, 2008: 742) and learn how to be risk averse. (Lepp, Gibson, 2003: 610). Understanding spectator behavior is essential to increase knowledge about why people participate in sporting events. One of the most important variables in the understanding of sports consumers is the concept of "loyalty". The purpose of this study is to analyze the perception of risk perception of the destination, according to the background of risk perception, as the perception of risk related to the trip to the host of the 2019 Asian Cup with the influence of fan loyalty to the national team among Iranian tourists. Being aware of the audience's potential understanding of this event can help to convey the message of preventing harmful rumors and trying to increase the arrival of visitors to the host country during the games. Examining this issue according to the following conceptual framework can be valuable. The current research is descriptive-survey and practical in terms of purpose. The statistical population of this research was the fans of the Iranian national team in the Asian Cup 2019. The data collection tool in this research was the loyalty questionnaire of Mousavi et al. (2012), the travel risk type questionnaire of Floyd et al. The sense of understanding the risk was the goal of Sonmez and Grafe (1998) during the match of Esteghlal Tehran - Sanat Naft Abadan (December 16, 2017) from the Premier League series, week 14 and Persepolis - South Pars Jam game (December 23, 2017) from the League series. Top, it was broadcasted on the 15th week, when 380 questionnaires were usable. Descriptive and inferential statistical methods (simple regression test) were used to analyze the obtained data using SPSS 22 software. The results show the type of travel risk (β=0.337 and P<0.01), the previous travel experience to the UAE (β=0.387 and P><0.01) and the previous experience of attending the Asian Nations Cup (0.498). = β and P >< 0.01) have the ability to predict the feeling of understanding the risk of the destination. Also, the feeling of understanding the risk of the destination has the ability to predict the desire to travel to the UAE (β=0.438 and P
<0.01). On the other hand, attitudinal loyalty has been able to predict the desire to travel to the UAE (β=0.398 and P><0.01). According to the findings of the current research, the factors affecting the perception of risk from the destination in the current research are the type of travel risk, the experience of previous trips to other parts of the world, the experience of traveling to the host country of the Asian Nations Cup games for the perception of risk from The Iranian tourist destination had a significant effect. Security is one of the important components of attracting tourists for the promotion and development of this industry, which has a tremendous impact on tourism and decision-making by tourists to travel and visit فصلنامه علمی مطالعات بازاریابی ورزشی دوره سوم، شماره دوم ، تابستان 1۴۰1 153& historical, natural and sports places. Considering the large number of domestic and foreign sports tourists present at sports tourism events and destinations, there should always be this mindset that sports events can be part of terrorist goals and other security-disrupting factors, and the safety of tourists can potentially be at risk. Therefore, it is necessary to adopt preventive measures and strategies by the officials, managers and operators of the field of sports tourism. Various factors and conditions can affect the safety of sports tourists. The results of the current research indicate that the organizers of the Asian Nations Cup have been able to provide appropriate risk management for international tourists in terms of creating confidence and lack of feeling of risk towards the host country and sports event. One of the important and highly effective aspects of sports tourists is to identify the levels of risk perception of the destination and the factors affecting it through risk management in the destination, which can be a suitable stimulus in the field of sports tourism. In other words, managers of domestic sports events can increase the number of tourists by taking into account the individual characteristics of tourists, including considering the social and cultural context and the economic status of the destination and origin, as well as the components of destination attraction and loyalty. Undoubtedly, considering the above elements in the planning of sports events will minimize possible injuries and psychological peace of tourists. On the other hand, the planners of sports tourism tours can be aware of the mentioned elements to prepare future plans for sending inactive sports tourists to international sports events.
Meysam Zafari; mohammad ali nasimi
Abstract
Manufacturers of sports equipment can increase customer loyalty in the market by establishing deep emotional bonds with customers. The present study investigates the effect of twinning and reliability on customers' attachment and loyalty to the sports brand of customers in Mazandaran province. The method ...
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Manufacturers of sports equipment can increase customer loyalty in the market by establishing deep emotional bonds with customers. The present study investigates the effect of twinning and reliability on customers' attachment and loyalty to the sports brand of customers in Mazandaran province. The method of this research is applied and descriptive and the statistical population of this research is the customers of Adidas sports brand in Mazandaran province. 384 people were selected based on Krejcie and Morgan table and cluster random sampling method. To collect data in this study, the standard questionnaires was used. Data analysis methods were tested based on structural equation modeling using SPSS and LISREL software. Findings show the effect of brand affiliation on brand attachment, product affiliation on product affiliation, brand reliability on brand affiliation, product reliability on product affiliation, product affiliation on brand affiliation, Brand attachment depends on brand loyalty and product attachment depends on brand loyalty. The results showed that product attachment not only leads to customer loyalty, but also leads to brand loyalty and thus customer loyalty to the Adidas brand.Considering the entry of new competitors into the sports brand market and providing differentiated services, it is very important to find new customers and maintain current customers (Valipour & Shekarchi, 2018). Communication with customers and being committed to the commitments that bring satisfaction through the brand and in the ultimate customer loyalty (Sadeghi & Landran Esfahani, 2015). Brand attachment thinking goes back to the theory of interpersonal attachment that was first proposed by Bowlby (1980). Brand attachment helps in understanding how consumer loyalty to the brand (Eghbali, Nayebzadeh & Dehghan Dehnavi, 2015). Also, according to Thomson, MacInnis & Whan (2005), brand attachment can be a suitable index of brand loyalty. Turning to sports product attachment, the literature is both empirically and conceptually silent (Mudambi & Schründer, 1996; Silk & Kalwani, 1982), where purchasing decisions and processes are controlled by professional organizational buyers. be, and consequently the role played by end users (Celuch, Goodwin & Taylor, 2007; Gilliland & Johnston, 1997; Michel, Brown & Gallan, 2008). The fact that end users are rarely considered in studies of organizational purchases (Gilliland & Johnston, 1997; Michel, Brown & Gallan, 2008). Brand experience means the internal emotional, emotional and cognitive response of the consumer as well as his behavioral response to brand stimuli (Amin, Novliadi, Zahreni & Meutia Iskandar, 2018). Brand experience can be positive or negative, and more importantly, this experience has the ability to affect consumer satisfaction and loyalty (Feiz, Farsizadeh, Dehghani Soltani & Qahri Shirinabadi, 2015). The main question of the current research is whether the identification of a person and reliability have a significant effect on the attachment and loyalty of the sports brand of Mazandaran province? Research Methods The current research is applied in terms of its purpose. The statistical population of this research was the customers of Adidas sports brand in Mazandaran province. A random cluster sampling method was used. For this reason, Mazandaran province was divided into three parts: east, center and west. In the eastern part of the province, Sari and Behshahr, in the central part of the province, Amol and Noor, and in the western part of the province, Tankabon and Ramsar were found. The sample size determination table of Karjesi and Morgan was used to determine the sample size. In this research, the number of samples was 384 people. Descriptive statistical methods and path analysis inferential statistics using SPSS and LISREL software were used for data analysis. Discussion and conclusion The findings of the research showed that a person's identification with the brand is a powerful leader in brand attachment. The results of this research are consistent with the results of Malär & et al (2011), Pedeliento & et al (2015) and Matzler & et al (2011). Based on these results, it is suggested that in order to achieve their ultimate goal, which is to make a profit, the production companies act in their advertisements in such a way as to motivate their customers and create a psychological feeling in the individual that somehow feels like themselves. See by brand name. The positive effect of the person's identification with the product on the attachment to the product means that the identification of the person with the product has a direct relationship with the attachment to the product. The results of this research are in line with the results of Ball & Tasaki (1992) and Pedeliento & et al (2015). Based on these results, it is suggested that companies should consider a fit between the product and the customer in providing the product, so that he considers this product a part of himself. The results of this research are consistent with the results of Delgado-Ballester (2004), Matzler & (2011) and Pedeliento & et al (2015). Based on these results, it is suggested that managers should act in a competitive market in such a way that they gain the trust of their customers and fulfill their commitments. The mutual relationship of trust and attachment to the product should lead managers and manufacturing companies in a direction that is to survive in the competitive market and achieve their goals, which is profit maximization. Based on these results, it is suggested that companies can increase people's attachment to the product by the position they give to the individual, until that product does not work properly for them, we can claim that the strength of the emotional relationship that a person has in his experience with They establish a lot of products. Having a close relationship between the customer and the product positively affects brand loyalty. Based on these results, it is suggested that when a customer has an attachment to that product, he goes to the same previous product, which leads to loyalty to the brand. Due to the dependence of sports brand customers on it, companies can make customers depend on their brand by diversifying their products and increasing performance. Managers must fulfill their obligations regarding goods and services and everything they claim regarding their products should be true in order to finally obtain customer dependence, which leads to loyalty. Marketing managers should consider considerations in their marketing plans to increase interest among product buyers in order to increase brand loyalty. Creating programs to increase product reliability and creating a positive image in the minds of consumers and providing special facilities to customers who have product attachment in order to increase their loyalty and attract new customers can be fruitful. Every research faces limitations on its way to achieve the researcher's goals. In this research, variables such as brand love and brand commitment are assumed to be fixed. Future researchers are advised to study these two variables as independent variables by studying the research literature.
