اثر عوامل مدیریتی و محیطی بر عملکرد بازاریابی لیگ برتر والیبال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت ورزشی گروه ترییت بدنی، واحد ماکو، دانشگاه آزاد اسلامی، ماکو، ایران

2 استاد گروه مدیریت ورزشی، دانشگاه ارومیه، ارومیه، ایران

10.22084/smms.2022.24270.2865

چکیده

هدف این تحقیق اثر عوامل مدیریتی و محیطی بر عملکرد بازاریابی لیگ برتر والیبال بود. روش پژوهش از انواع تحقیقات کاربردی و به روش توصیفی- تحلیلی انجام گرفت. اطلاعات مورد نیاز از طریق مطالعات کتابخانه‌ای و پرسشنامۀ محقق ساخته به‌دست آمد. جامعه آماری شامل مسئولین ستادی وزارت ورزش و جوانان، مسئولین فدراسیون والیبال، مسئولین سازمان لیگ، مدیران عامل، سرپرستان، سرمربیان و مربیان باشگاه‌های حاضر در لیگ برتر ولیبال و متخصصان و اساتید مدیریت ورزشی دانشگاه‌های سراسر کشور بود. تعداد نمونه به دلیل محدود بودن جامعه آماری تمام شمار بود. برای جمع‌آوری داده‌های تحقیق از پرسشنامه محقق ساخته پنج گزینه‌ای به‌صورت دو سویه با پایایی 872/0 استفاده گردید. به منظور تحلیل داده‌ها از تحلیل عاملی تأئیدی به روش مدل‌یابی معادلات ساختاری استفاده شد. نتایج پژوهش نشان داد بین وضعیت مطلوب و وضعیت موجود در تمامی متغییرها تفاوت وجود دارد. همچنین عملکرد بازاریابی در هر سه بُعد کارایی، اثربخشی و انطباق‌پذیری نامطلوب است. عوامل مدیریتی و عوامل محیطی در عملکرد بازاریابی ورزشی لیگ برتر ایران مؤثر هستند. در نهایت متغیرهای مستقل قادر هستند 8/30 درصد از تغییرات متغیر وابسته را تبیین کنند.

کلیدواژه‌ها

موضوعات

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پژوهش های معاصر در مدیریت ورزشی
دوره 14، شماره 27
شهریور 1403
صفحه 1-17

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