Document Type : Original Article
Authors
1 Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
2 Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
Abstract
Purpose: Considering the importance and ever-increasing growth of technology in sports, this study was conducted to identify the benefits of phygital marketing in sports events.
Methodology: This study employed a qualitative, exploratory approach, utilizing a thematic analysis method. The study's research population consisted of experts in the fields of sports and modern technologies, and 15 individuals were purposively selected as research participants based on their expertise. Semi-structured interviews were conducted to gain a deeper understanding of the subject matter until theoretical saturation was achieved.
Finding: The use of thematic analysis in the analysis of the interviews led to the identification of 82 codes, 12 sub-themes and four main themes. Summarizing and classifying the findings revealed that the benefits of phygital marketing in sports events included: "Event brand development", "Deeper experience", "Service quality", and "Efficient interactions". Considering the growing trend of technology in sports, the findings of this research demonstrated that phygital marketing as one of the key samples of technology can lead to the creation of significant benefits in sports events.
Originality: This research can be considered as one of the first qualitative research that has been conducted in relation to the positive consequences of phygital marketing in sports events on the domestic and international scale.
Main Subjects
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