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شناسایی عوامل مدیریت راهبردی حامیان مالی ورزش و ارائه الگو | ||
| فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی | ||
| مقاله 7، دوره 13، 1 (تابستان 1403) - شماره پیاپی 49، تیر 1403، صفحه 99-114 اصل مقاله (942.69 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2024.66848.3746 | ||
| نویسندگان | ||
| مسعود کریمی1؛ همایون عباسی* 2 | ||
| 1دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران. | ||
| 2دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران. | ||
| چکیده | ||
| هدف از تحقیق حاضر، شناسایی عوامل مدیریت راهبردی حامیان مالی در ورزش و ارائه الگو است. روش تحقیق، آمیخته و از نوع اکتشافی متوالی است. جامعه آماری در بخش کیفی متخصصین مدیریت ورزشی، مدیران و کارشناسان تیم های ورزشی استان کرمانشاه در رده بزرگسالان در لیگ های برتر و نیز مدیران ارشد، مدیران عامل، مدیران مالی یا مدیر فروش واحدهای صنعتی بزرگ استان کرمانشاه بودند که نمونه گیری به روش گلوله برفی بود. جهت جمع آوری اطلاعات کیفی محقق با انجام 15 مصاحبه نیمه ساختاریافته به اشباع نظری رسید. در بخش کمی از کلیه کارکنان فدراسیون های ورزشی، بر اساس جدول مورگان تعداد 248 نفر به عنوان نمونه آماری انتخاب و نمونه گیری به صورت تصادفی ساده انجام شد. از طریق اطلاعات دریافتی از مصاحبه ها و انجام کدگذاری از طریق نرم افزار MAXQDA پرسشنامه طراحی و روایی سازه آن از طریق تحلیل عامل تاییدی مورد تایید قرار گرفت. با استفاده نرم افزار AMOS ، مدل نهایی تحقیق ارائه شد. نتایج نشان داد که تصویر حامی مالی، بیشترین نقش را در مدیریت راهبردی حامیان مالی در ورزش دارد و باورها در مدیریت راهبردی حامیان مالی نقشی ندارد و عوامل مشارکت، دلبستگی، صداقت، عملکرد، تصویر، نگرش و آگاهی توانایی پیش بینی 91 درصد از مدیریت راهبردی حامیان در ورزش را دارند. بنابراین باید در مدیریت راهبردی حامیان مالی در ورزش به توسعه زیرساخت‌های ورزشی و ایجاد جذابیت برای جامعه هدف توجه ویژه کرد. | ||
| کلیدواژه‌ها | ||
| حامیان مالی؛ ورزش؛ مدیریت راهبردی | ||
| عنوان مقاله [English] | ||
| Identifying Strategic Management Factors of Sport Sponsorship and Presenting a Model | ||
| نویسندگان [English] | ||
| Masoud Karimi1؛ Homayoun Abbasi2 | ||
| 1M.A Student of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran. | ||
| 2Associate Professor of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran. | ||
| چکیده [English] | ||
| This study aims to identify the strategic management factors of sports financial sponsorship in Kermanshah and to present a model.The method is mixed and sequential exploratory. The statistical population in the qualitative section was sports management specialists, managers and experts of senior sports teams in the top leagues, as well as senior managers, managing directors, financial managers or sales managers of large industrial units in Kermanshah. Sampling was by snowball method and in order to collect qualitative data, the researcher reached theoretical saturation by conducting 15 semi-structured interviews. In quantitative section from all employees of sports federations, 248 people were selected as a statistical sample based on Morgan's table and sampling was done by simple random sampling. Through the information received from interviews and coding using MAXQDA software, the questionnaire was designed and its construct validity was confirmed through confirmatory factor analysis an final research model was presented using AMOS software. The results showed that the financial sponsor plays the most important role in strategic management in sports and beliefs do not play a role. Also, the factors of participation, attachment, honesty, performance, image, attitude, knowledge and ability to predict accounted for 91% of the strategic management contribution of financial sponsors. Therefore, in the strategic management of financial sponsors in sports, special attention should be paid to the development of sports infrastructure and creating attractiveness for the target community. | ||
| کلیدواژه‌ها [English] | ||
| Financial sponsors, sports, strategic management | ||
| مراجع | ||
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