اولویت بندی و مقایسه عوامل موثر در ایجاد تقاضای بازار در لیگ های منتخب ورزشی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی‌ارشد مدیریت ورزشی دانشگاه تهران، تهران، ایران

2 دانشیار گروه مدیریت ورزشی دانشگاه تهران، تهران، ایران

چکیده

هدف از این تحقیق اولویت بندی و مقایسه عوامل موثر در ایجاد تقاضای بازار در لیگ های منتخب ورزشی بود. روش تحقیق استفاده شده برای این تحقیق توصیفی – پیمایشی بود و داده های مورد نیاز به صورت میدانی و با ابزار پرسشنامه گردآوری گردید. جامعه آماری تحقیق شامل کلیه تماشاچیان بالاتر از 15 سال بود که بلیط مسابقات را خریداری کرده و برای تماشای مسابقات لیگهایبرترفوتبال، والیبال و بسکتبال در ورزشگاه هایی که مسابقات فصل 92-93 در آن برگزار میشد، حضور یافته بودند. تعداد نمونه با استفاده از جدول مورگان و به صورت تصادفی – طبقه ای انتخاب شد. تجزیه و تحلیل یافته با استفاده از آزمون های آماری استنباطی فریدمن و آنوا انجام شد. یاقته ها نشان داد که رتبه بندی عوامل تاثیر گذار در تقاضای بازار به ترتیب میزان اهمیت شامل تیم خانگی، برنامه ریزی، تیم مقابل، ترویج بازی و ملاحظات اقتصادی می باشد. همچنین مقایسه عوامل پنجگانه موثر بر تقاضای بازار در لیگ های منتخب ورزشی نشان داد که تنها در عامل تیم خانگی بین سه لیگ منتخب تفاوت معناداری وجود ندارد و چهار عامل دیگر با همدیگر تفاوت معناداری دارند.

کلیدواژه‌ها


عنوان مقاله [English]

Prioritization and compare the effecting factors on creat market demand in selected sports leaguesiran

نویسندگان [English]

  • mohsen heidari 1
  • mohammad khabiri 2
  • nasrollah sajjadi 2
1 MSc in sport management. Faculty of physical education and sport sciences.Tehran University.Tehran. Iran
2 Associated professor, Faculty of physical education and sport sciences.Tehran University.Tehran. Iran
چکیده [English]

The parpose of this study was to Prioritization and compare the effecting factors on creat market demand in the selected sports leagues.the research method used for the study was descriptive – survey and the data needed to track and questionnaire were collected.the survey audience was older than 15 years who have purchased tickets to matches and watch premier league football-volleyball and basketball in the gym where it held the 92-93 season the presence of. Using a random of morgan – class was selected. Inferential statistical analysis of the test fridman and anova was performed. Results indicated that influeneing factors are ranked in order of importance including:home team -Schedule convenience -Opposing team - Game promotion and Economic consideration. Compare five factors affecting market demand selected sport league showed that only the home team there is on significant difference between the three selected league iran with four orther factors are significantly different from each orther

کلیدواژه‌ها [English]

  • basketball- footmall
  • market demand – spectators
  • sport marketing
  • volleyball

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