درخت حوزه‌های تخصصی

The present research was conducted with the aim of improving economic governance in the country's sports based on marketing factors. The participants in this research consisted of individuals with expertise in the field of sports economics. The data collection tool used in this research was semi-structured interviews. To analyze the qualitative data, thematic analysis was employed. The results of this research indicate that in the context of specialized and human facilitators aimed at enhancing economic governance, the main concepts identified include attention to global structures in sports, scientific processes, supportive systems, and managerial systems. In total, 21 components were identified for improving economic governance in the country's sports based on marketing factors, concerning the specialized and human facilitators aimed at enhancing economic governance. Moreover, in terms of foundational, structural, and organizational capabilities concerning the objectives of economic governance, the main concepts identified include expanding penetration rates, building trust, budgeting, and social incentives in sports. A total of 16 components of economic governance in the country's sports, based on marketing factors, were identified. Additionally, regarding the quality of communications in achieving the goals of economic governance, the main concepts included inter-sectoral cooperation, creating a social economy, and informational aspects. In total, 12 components of economic governance in the country's sports, based on marketing factors, were identified in relation to the quality of communications in achieving the goals of economic governance.

The aim of the study is to determine the effect of e-commerce platforms with the mediating role of customer-related factors on the intention to purchase sportswear and the presentation of the model. The present study is applied and descriptive. The statistical population of the study is 420 sportswear customers in Rasht. The field data collection method, the data collection tool, the standard questionnaire, and the data analysis method, structural equation modeling were used, and the reliability of the tool was confirmed through Cronbach's alpha and the composite reliability and construct validity through convergent and divergent validity using factor analysis. After a descriptive study of the variables, the factor structure analysis technique and path analysis were used, and the path coefficients for the variables were examined using PLS3 software. The results of the study showed that e-commerce platforms, customer satisfaction, customer loyalty, customer purchase behavior, and customer perceived value did not have a significant relationship on purchase intention, and customer perceived value, customer purchase behavior, customer loyalty, and customer satisfaction mediated the relationship between e-commerce platforms and purchase intention. From the results of the research, it can be concluded that by creating a reliable and secure platform that introduces sports products well and makes the shopping process easy for the customer, it can lead to customer satisfaction and repeat purchases; therefore, it is recommended that managers of sportswear stores use social media platforms and media to introduce and sell their products in order to grow and survive in today's competitive market.

The present research aimed to explore the role of modern sports technologies in the advancement of athletic sports, employing a mixed-method design. The qualitative phase utilized purposeful and criterion-oriented sampling methods, along with semi-structured interviews, while data collection and analysis were conducted using the thematic analysis method (Brown and Clark, 2006). In the quantitative phase, a questionnaire was developed, incorporating the dimensions and components identified in the qualitative phase. A random sampling method was employed, and Cochran's formula was utilized to determine the sample size, resulting in a determination of at least 384 samples. Ultimately, 356 questionnaires were collected. Descriptive statistics and Friedman's ranking test were employed for the quantitative data analysis. The findings revealed that the development of athletic sports through modern technologies comprises five main components: (1) factors influencing the development of athletic sports through technology, (2) the progression of athletic sports, (3) the challenges encountered in the development of athletic sports through technology, (4) the opportunities for enhancing athletic sports through technology, and (5) the consequences arising from the development of athletic sports through technology.

In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase intentions becomes crucial for the effective utilization of this innovative technology. This article examines the impact of two key factors— observability and compatibility—of AI-generated sports marketing content on consumer attitudes and their purchase intentions. In today’s competitive world, understanding how this novel technology affects consumer behavior and how they interact with marketing content is of particular importance. Data was collected through a questionnaire using simple random sampling from sports consumers (n=300). A quantitative research method and structural equation modeling were employed, and the data were analyzed using SEM-Smart PLS TM3 software. The results indicated that observability and compatibility significantly influence consumer attitudes, which in turn affect purchase intentions. The robustness of the research model was confirmed through R2 and β values, emphasizing the importance of using innovative technologies in sports marketing. This article is one of the few studies focusing on the effects of AI-generated content in the sports industry and offers suggestions for improving sports marketing strategies.

The research method employed a mixed approach (qualitative-quantitative), with participants consisting of experts in sports marketing, media, and e-sport businesses. The selection criteria for participants in the qualitative section were theoretical saturation, and a purposive sampling method along with snowball sampling strategy resulted in the selection of 18 individuals. The identified individuals from the qualitative section were then used for structural-interpretive analysis. Data collection tools included semi-structured interviews for the qualitative section and a 14x14 matrix for the quantitative section. To ensure validity and reliability, the coding process utilized strategies such as credibility, transferability, conformability, process audit, and agreement within the subject. The qualitative data analysis involved two stages: initial coding and focused coding, while the quantitative data analysis employed the structural interpretive modeling and the MICMAC analysis. The findings revealed 14 determinant factors related to social media marketing in e-sport businesses. Based on the structural interpretive analysis, the relationships between these factors were categorized into 7 levels, forming a hierarchical relationship model. This model demonstrates that social media marketing in e-sport businesses leads to changes in consumer behavior and the effectiveness of marketing activities. The underlying cause of this transformation is the growth of the digital environment, followed by the widespread penetration of social media networks. Based on these results, it can be concluded that social media marketing in e-sport businesses is a complex multifaceted process, with interconnected components that create interactions and reactions in social media marketing.

The development of sports infrastructure is crucial for promoting sports culture in society; however, this process is challenged by a lack of financial resources. Donors can complement government resources by financing and accelerating sports projects, but utilizing their capacity faces obstacles. The present study aimed to identify barriers to utilizing donors' capacity in developing sports infrastructure in Iran. This study employed a qualitative content analysis method using the thematic analysis technique, which is exploratory in nature. The research population included sports experts, managers, and individuals active in the field of sports philanthropy. Sampling was conducted through purposive and snowball methods, reaching theoretical saturation after 17 interviews. Data were collected via semi-structured interviews conducted through direct communication and telephone calls. To assess validity and reliability, acceptability, transferability, confirmability, and test-retest methods were used. Data analysis yielded 52 open codes, categorized into 17 sub-themes and 6 main themes: organizational barriers, planning and management barriers, legal barriers, cultural barriers, economic barriers, and awareness and educational barriers. The present findings can serve as a crucial guide for sports organizations and the government in identifying barriers to utilize donors' capacity in developing sports infrastructure, thereby facilitating improved actual performance in this domain.

The aim of the study was to assess the state of academic education in sport management in Iran. A mixed methods research approach was utilized, involving the collection of documentary data from relevant websites, followed by interviews with experts in sport management education. The participants were purposefully selected using a non-random method. The findings revealed the existence of 65 doctoral programs in sport management, with a target of attracting 266 students, as well as 261 master's programs in three tracks within sport management, aiming to draw 3554 applicants. Furthermore, there are approximately 230 faculty members in sport management. The experiences of experts highlighted a decrease in the average quality and motivation of students in sport management programs. One of the reported reasons for this was the lack of legal support in attracting specialized individuals in this field to the job market.

The purpose of this research was to identify strategic positioning of sports diplomacy capacities for sustainable development. The research population included professional athletes and coaches; who had experience working at international sports levels. The sample was selected via availability methods (146 individuals). Data collection was conducted through a researcher-made questionnaire. Data analysis was performed using SWOT matrix. Five professors confirmed the validity of the questionnaire, and its reliability was determined by Cronbach's alpha value of 0.89, indicating the high reliability. The results revealed that the strategic position of sports diplomacy capacities for sustainable development is in the WT quadrant, indicating that the most appropriate strategies that can be applied are defensive ones. Accordingly, respective planners and decision-makers in sports, especially policy-makers, should consider appropriate strategies to improve Iranian sports diplomacy capacities, leading to a more sustainable development.

According to the new attitude in the management of gymnastics clubs, in the present research, an attempt has been made to design the implementation model of the blue ocean strategy in gymnastics clubs. This research was a qualitative study. The participants in the research were university experts who, according to the nature of the research, were conducted with 10 people in a snowball manner with semi-structured interviews until theoretical saturation was reached. In order to ensure the reliability and validity of the research, intra-subject agreement and expert opinions were used and their opinions were revised. To form the theory, Strauss and Corbin's method was used in the form of three stages of open, central and selective coding, and by using blue ocean strategy implementation tools such as the strategy canvas, the four action framework, etc., in order to present the ocean strategy implementation model. 179 The final concept was designed in the form of the foundation's data theory conceptual model consisting of the central category, causal conditions, contextual factors, intervening conditions, strategies and consequences. Also, a 5-step model for implementing the blue ocean strategy in gymnastics clubs was presented, and finally, this model was combined with the conceptual model of the foundation's data theory and the final model was obtained. In order to identify the right path to move towards the blue ocean, strategies of creation, increase, decrease and elimination were used, and finally, the implementation of the strategy resulted in the results of the research.

The aim of this study is to investigate the evolution of sport tourism research and identify research gaps in the field. This descriptive-analytical research utilizes a bibliography and illustration method to achieve these goals. A total of 644 articles were extracted from the Web of Science database, and their bibliometric data were analyzed using VOS viewer software. The findings reveal the trend of publishing articles and citing them in recent years, while also outline the most cited articles, researchers, journals, and universities. Additionally, the primary country in the collaboration network was identified. Keyword co-occurrence analysis indicates that the majority of research in this field pertains to sport events and their management. The results also underscore a limited focus on the approach of service dominant logic and its derived concepts. Additional areas for future research include examining tourists' behavior as customers throughout all travel stages, investigating the impact of technology on sports tourism, and exploring tourists' behaviors.