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
1. Elmiri ,Naderian jahromi ,Hoseini , Nasr Esfahani , Mohamad Rahimi [ Investigating factors affecting the presence of football spectators in the stadiums (In Persian) ]. Journal of sport management.2009;3 : 61-73
2. Hansen, H and Gautheir, R. “Factors affecting attendance at professional sporting events”. Journal of sport management (1992).3(1). PP:15-32
3. Terry Macpherson. Ron garland & Kay Haughey. Rugby fan attraction factors marketing bulletin. (2004). (15) article 3 P-3
4. Falahi Ahmad. Study and prioritize the factors affecting the attendance of spectators in the Iranian Premier League football match with the marketing approach [MSc]. Tehran University; 2008
5. Maasumi Siyavash , Investigating the motivations and factors affecting the presence of spectators in the game of football[MSc].Modares University; 2008
6. Kevin K. ByonJames J. Zhang, Daniel P. Connaughton.Dimensions of general market demand associated with professional teamsports: Development of a scale Sport Management Review.(2010). (13) 142–157 P-1&2
7. Mahony, D.F., Funk, D.C., Nakazawa, M., James, J.D., & Gladen, J.M Motivational factors influencing the behavior of j-league spectators. Sport Management Reviw. (2002). (5) 1-24P-3
8. Trail, G. T., & Gibson, H. J. Dimensions of market demand associated with pre-season training: Development of a scale for major league baseball spring training. Sport Management Review.(2005) (8) 271–296 P- 4
9. Ehsan Javanmardi1, Dr. Kazem Noghondarian. A Study of Factors Affecting the Demand for Watching Football in Stadius Sport Management (2011).SMIJ – VOL. 7, P-2
10. Cutler, Philip. Basics of Marketing Management(In Persian). Tehran, Terme Publishing; 2002. P. 316
11. Nemati , Tojjari , Zarei , Ganjavi [The Theoretical Model Testing Factors Affecting the Presence of Soccer Spectators in Iran(In Persian)]. Journal of Sports Management Studies. 2011. 13. P. 1
12. Woo , B., Trail , G. T., Kwon , H. H., Anderson , D. Testing models of motives and point of attachment among spectators in college football. Journals of Sport Marketing Quarterly. (2009).12 (4), 145-161.P-11-12                                                   
13. Trail, G. T., Anderson, D. F., & Fink, J. A theoretical model of sport spectator consumption behavior. International Journal of Sport Management.(2009). (1) 154-180 P-19-20
14. Aminuddin Yusof, Lee Hooi See.Spectator Perceptions of Physical Facility and Team Quality: A Study of a Malaysian Super League Soccer Match. Research Journal of Internatıonal Studıes. 2008. 8, 132-140 P-1&5
 
15. Fernando Lera-Lo´peza. Andrea Ollo-Lo´pezb & Manuel Rapu´n-Ga´ratea spectatorship in Spain: attendance and consumption. European Sport Management Quarterly 2012.Vol. 12,(3) P-278-281-282
 
16. Keshgar, Ghasemi, Tojjari. sport marketing management(In Persian). Science and Motion Publishing.2011. p. 228
17-Mojtaba Raeisi, 2Shahram Alam and 3Abbas Khodayari A comparison between affecting factors in football and volleyball spectatorattendance study of Saipa-Alborz clubScholars Research Library.(2013). 4 (5):56-61 P-58-60
 
18. Caro, L. M., & Garcia, J. A. M.Consumer satisfaction with a periodic reoccurring sport event and the moderating effect of motivations. Sport Marketing Quarterly.2009. 16(2), 70-81 P 1&8
 
19. Pease, D. G., & Zhang, J. J Socio-motivational factors affecting spectator attendance at professional basketball games. International Journal of Sport Management. (2009). (2) 31-59.P-5-6
 
20. Mathius , M., Samer , F., Fink , J. S. Factor and differentional demographic effect on purchses of season tickets for professional league football. Journal of Sport Behavior (2010) (41) 225 – 236 P-8
 
21. Greenwell, T. C., Lee, J., & Naeger, D. Using the critical incident technique to understand critical aspects of the minor league spectator’s experience.Sport MarketingQuarterly(2009). 16(4), 190-198.P-1&6