Sport Physiology & Management Investigations

Sport Physiology & Management Investigations

Identifying sports marketing Barriers in AJA Physical Education Organization and providing solutions

Document Type : Original Article

Authors
mahdi ghafouri yazdi 1
Jamshid Fouladi 2
Morteza Shahri 3
1 Assistant Professor, Department of Sports Management, Faculty of Sports Sciences and Health, University of Tehran, Tehran, Iran
2 PhD in Defense Strategic Sciences Management, Higher National Defense University, Tehran, Iran
3 PhD student in sports management, University of Eyvanekey, Semnan, Iran.
10.22034/spmi.2024.466911.2624
Abstract
The aim of this study was to identify the barriers to sports marketing in the AJA Physical Education Organization and to provide solutions to overcome these barriers and develop revenue. To this end, a qualitative research method with a phenomenological approach was used. Subsequently, in-depth, open-ended, and semi-structured qualitative interviews were conducted with ten experienced, knowledgeable, and specialized managers of the armed forces. For data analysis, open and axial coding, as well as hierarchical analysis methods, were employed. The results of the data analysis indicated that the most significant barriers to sports marketing in the AJA Physical Education Organization include legal and regulatory barriers, environmental barriers, security barriers, and managerial and organizational barriers. Finally, appropriate strategies derived from the research were presented to overcome the barriers and enhance revenue in the AJA Physical Education Organization. Consequently, it is necessary to simultaneously address the identified barriers and strive to implement the proposed solutions to develop the organization's revenues.
Keywords
Barriers
Sports Marketing
AJA Physical Education Organization
Phenomenology