نوع مقاله : پژوهشی اصیل
نویسندگان
دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.
چکیده
هدف: با توجّه به اهمیت و رشد روزافزون مصادیق تکنولوژی در حوزه ورزش، هدف کلی این تحقیق شناسایی منافع فیجیتال مارکتینگ در رویدادهای ورزشی بوده است.
روش: در این مطالعه کیفی و اکتشافی از شیوه تحلیل تماتیک استفاده گردید. جامعه مشارکت‌کنندگان پژوهش عبارت بودند از متخصصان حوزه تکنولوژی‌های نوین و ورزش که متناسب با هدف پژوهش 15 نفر به عنوان شرکت‌کننده و به صورت هدفمند تا مرحله دستیابی به اشباع نظری مصاحبه شدند. به منظور گردآوری داده‌ها یک مصاحبه نیمه‌ساختارمند انجام شد. جهت ارزیابی پایایی یافته‌های مستخرج از مصاحبه‌ها، محاسبه توافق درون موضوعی در دستور کار قرار گرفت. همچنین جهت ارزیابی کیفیت و روایی یافته‌ها از معیار اعتمادپذیری یا قابلیت اعتماد که در برگیرنده چهار معیار جداگانه اما به هم مرتبط میباشد (باورپذیری، اطمینان‌پذیری، انتقال‌پذیری و تأییدپذیری)، استفاده شد.
یافته‌ها: در تحلیل‌های انجام شده، 82 کد، 12 مؤلفه فرعی و چهار مؤلفه اصلی شناسایی شدند. تجمیع و طبقه‌بندی یافته‌ها نشان داد که منافع فیجیتال مارکتینگ در رویدادهای ورزشی عبارتند از: "توسعه برند رویداد"، "تجارب عمیق‌تر"، "کیفیت خدمات"، و "تعاملات اثربخش". با توجّه به ظهور و توسعه مصادیق فنّاوری در ورزش، یافته‌های این پژوهش نشان می‌دهد که فیجیتال مارکتینگ به عنوان یکی از مصادیق تکنولوژی می‌تواند منجر به ایجاد مزایای قابل‌توجّهی در رویدادهای ورزشی شود.
اصالت و ابتکار مقاله: این تحقیق را می‌توان یکی از اولین مطالعات کیفی دانست که در رابطه با پیامدهای مثبت بازاریابی فیجیتال در رویدادهای ورزشی در مقیاس داخلی و بین المللی انجام شده است.
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