Designing a sports marketing model in the National Olympic Committee

Document Type : Research Paper

Authors

1 Department of Physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Assistant Professor of Sport Management, Department of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University

3 Faculty of Islamic Azad University. Qazvin branch

10.22084/smms.2024.27999.3234

Abstract

The purpose of the current research was to design a sports marketing model in the National Olympic Committee. This research is practical and with a mixed approach (qualitative and quantitative). In the qualitative part, the sample included experts and elites of the country's sports industry, 15 of whom were selected through purposive sampling for in-depth interviews. In the quantitative part, the statistical population included managers and experts of the committee. National Olympic team, the beneficiaries of the country's sports and the heads of sports departments and federations, 384 people were purposefully selected as a sample. The data collection tool was a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part. To analyze the information, coding was used in the qualitative part and structural equation model was used in the quantitative part. Based on the results of qualitative data analysis from the interview, a paradigm model was presented in the form of 6 dimensions, including causal conditions (6 categories), background conditions ( 5 categories), intervening conditions (5 categories), central phenomenon (1 category), strategy (7 categories) and consequence (6 categories). The value of the model indicators showed that the developed model has a good fit.

Keywords

Main Subjects

Contemporary Studies On Sport Management

Articles in Press, Accepted Manuscript
Available Online from 17 September 2024

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