نوع مقاله : پژوهشی
نویسنده
دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشگاه تهران، ایران.
چکیده
هدف: هدف این پژوهش مطالعه اهمیت بازاریابی ورزشی در رشته ورزشی تکواندو است.
روش: این پژوهش از نظر هدف به‌عنوان یک پژوهش کاربردی به شمار میرود و روش انجام پژوهش توصیفی - پیمایشی است. برای جمعآوری اطلاعات از محقق ساخته استفاده شد. جامعه آماری این پژوهش شامل: کلیه مدیران (مدیران فنی، مدیران اجرایی و مربیان) باشگاه‌های ورزشی تکواندو استان گیلان بودند. جهت تجزیه‌وتحلیل اطلاعات گردآوری شده، از توصیف آماری متغیرهای پژوهش و روش آمار استنباطی استفاده شده است.
یافته‌ها: یافته‌ها نشان داد در مؤلفه‌های اصلی قیمت، محصول، توزیع، و ترویج در سطح معنی‌داری (0/05>P) مؤلفه‌های اصلی قیمت، محصول، توزیع، و ترویج بر بازاریابی ورزشی تأثیر مثبت و معنی‌داری دارند.
اصالت و ابتکار مقاله: محقق در این مقاله اهمیت بازاریابی ورزشی را برای رشد صنعت ورزش و کمک به توسعه رشته ورزشی تکواندو پیشنهاد کرده و نتایج این پژوهش برای جوامعی که به دنبال توسعه برنامه‌های بازاریابی ورزشی خود هستند، ارزشمند است.
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