نوع مقاله : مقاله مروری
نویسندگان
1 استاد مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.
2 دانشجوی دکترا، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.
3 دانشجوی دکترا، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، پردیس البرز، تهران، ایران.
چکیده
هدف: هدف این مطالعه ارائه تصویری جامع از این روند و فراهم آوردن بینشـی ارزشـمند از وضعیت و وجوه مروری بر تأثیر کرونا در کسب‌وکارهای ورزشی و کمک به هدایت پژوهش‌های آتی در راستای پوشش شکاف‌های تحقیقاتی موجود در ایـن حـوزه اسـت.
روش‌شناسی: پژوهش حاضر به لحاظ روش از نوع کتابخانه‌ای که به‌صورت مطالعه مروری _ توصیفی انجام شده است. جامعه آماری آن، کلیه مقالات مرتبط با تأثیر کرونا بر ورزش و اقتصاد هستند که از خرداد تا تیرماه 1399 در نشریه‌های حوزه مدیریت، بازاریابی و سلامت انتشار یافته و در دسترس قرار گرفتند.
یافته‌ها: با بررسی و مطالعه پیرامون پژوهش‌ها، درصد بیشتری از آن‌ها معتقدند ویروس کووید- 19 به اقتصاد ورزش ضربه وارد کرده است و مشخص نیست اثرات نامطلوب کرونا بر وضعیت اقتصادی اجتماعی تا چه زمانی ادامه داشته باشد. اما برخی پژوهش‌ها به اثرات مثبت آن بر روی ورزش اشاره داشتند. کرونا علاوه بر سختی‌هایی که به همراه داشته، می‌تواند برای ورزش و تندرستی جامعه فرصت‌هایی را نیز به ارمغان آورد؛ از راهبردهایی همچون بخش‌بندی بازار، تأکید بر فعالیت مجازی و استراتژی اقیانوس آبی بهره برد که یکی از راهکارهای مدیران ورزشی تبدیل این تهدید به فرصت است.
اصالت و ابتکار مقاله: این مطالعه کارکردهای استراتژی اقیانوس آبی در صنعت ورزش را در زمینه کرونا معرفی کرد.
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