Emerging markets and Stagnant markets for sports businesses in times of COVID-19 crisis

Articles in Press

Document Type : Original Article

Authors

1 هیات علمی

2 2- Ph D of Sport Management, University of Mazanadaran

10.22034/spmi.2024.434957.2556

Abstract

The purpose of this research was to identify and explain entrepreneurial opportunities in emerging markets and declining markets of sports businesses during the crisis of the Covid-19 pandemic. The research method was mixed exploratory (qualitative and quantitative). In the qualitative phase of the research, 12 sports business owners and university professors of sports marketing management participated in Delphi interviews until reaching theoretical saturation, and in the quantitative phase of the research, 384 people from sports business owners participated in the purposeful sampling method. . The questionnaire tool was extracted from the qualitative phase of the research, which was used to determine the importance of each market opportunity. The validity of the tool was confirmed by Delphi group members and its reliability was confirmed by Cronbach's alpha and composite reliability. Data analysis was done based on the confirmatory factor analysis test and structural equation modeling using the partial least squares method with "Smart PLS(3)" and "SPSS" statistical software. The results of the path analysis showed that the importance of the dimensions of emerging markets, respectively: including 1. new business activities, 2. fitness services consulting, 3. sports entertainment, 4. new sports medicine, 5. virtual training and 6. sports goods; And the dimensions of the stagnant markets: 1. sports media, 2. sports clubs, 3. live sports events, 4. sports tourism, 5. traditional business activities, 6. traditional sports medicine. Therefore, sports business owners and club managers are suggested to use the opportunities identified in this research to create conditions for survival and competitive advantage for their businesses.

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