Document Type : Original Article
Author
PhD in Sports Management, Department of Physical Education and Sports Science, University of Tehran, Tehran, Iran.
Abstract
Purpose: Sports marketing, as a unique marketing science and operation, plays a vital role in the development and progress of sports. The purpose of this research is to investigate the obstacles to the development of sports marketing in Guilan Province.
Methodology: The purpose of this research involved applied studies, and concerning the data collection method, it was a descriptive survey conducted in the field. The statistical population consisted of active sports coaches and experts from Guilan province (both male and female), and the statistical sample was determined based on the target population using Cochran's formula, totalling 278 individuals. The measurement tool was a researcher-designed questionnaire that assessed sports marketing obstacles with 28 main questions across four areas: managerial, economic, structural, and technological barriers, using a five-point Likert scale ranging from 1 (very little) to 5 (very much). Research experts confirmed the face and content validity of the questionnaire knowledgeable about the topic, and its reliability was reported based on a Cronbach's alpha coefficient of 0.83. The research data were analyzed at descriptive and inferential statistical levels through SPSS version 23.
Findings: The findings of the research showed that the obstacles to the development of sports marketing in Guilan province were ranked as follows using Friedman's test: 1st rank: obstacles and management problems, 2nd rank economic barriers and difficulties, 3rd rank structural obstacles and problems, and 4th rank obstacles and technological problems (P ≤ 0.001). In management, the issue of "instability of the position of managers in different sports levels of the province" was considered one of the most significant obstacles. In the economic field, the issue of the "lack of appropriate economic laws for the presence of investors" was one of the most significant obstacles. In the structural field, the issue of the "lack of suitable sports facilities for holding sports events" was considered one of the most significant obstacles. Also, in the technology field, the issue of "non-use of technologies in the development of sports marketing" was considered one of the most significant obstacles.
Originality: In this article, the researcher examined the obstacles and challenges facing sports marketing development and proposed the creation, implementation, and assessment of effective sports marketing strategies to address these issues. The findings of this research are practical and valuable for provinces aiming to enhance their sports marketing efforts.
Keywords
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