Document Type : Original Article
Author
PhD in Sports Management, Department of Physical Education and Sports Science, University of Tehran, Iran.
Abstract
Purpose: The purpose of this research is to Investigating the obstacles to the development of sports marketing in Guilan Province. Methodology: In terms of the purpose of this research, it is a type of applied studies and in terms of the method of data collection, it is a descriptive survey type that was conducted in the field. The statistical population of the research was formed by active sports coaches and experts of Guilan province (both male & female), and the statistical sample was determined based on the target population and Cochran's formula of 278 people. The measurement tool is a researcher-made questionnaire that measures sports marketing obstacles with 28 main questions in the four areas of managerial, economic, structural and technological obstacles on a five-point Likert scale from 1 (very little) to 5 (very much). The face and content validity of the questionnaire was confirmed by 7 sports management and sports marketing professors who are experts on the subject of the research, and its reliability was reported based on Cronbach's alpha coefficient of 0.83. The analysis of research data has been done at two levels of descriptive and inferential statistics and through SPSS 23. Findings: The findings of the research show that the obstacles and problems of the development of sports marketing in Guilan province using the Friedman test are ranked as follows: 1 rank: managerial obstacles and problems, 2 rank: economic obstacles and problems, 3 rank: structural obstacles and problems and The 4 rank is technological obstacles and problems (P ≤ 0.001). Originality: In this article, the researcher investigated the obstacles and problems of sports marketing development and proposed the development, implementation and evaluation of correct sports marketing strategies to solve the obstacles and problems of sports marketing development.
Main Subjects
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