با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه مازندران، بابلسر، ایران.

2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه مازندران، بابلسر، ایران.

3 استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه مازندران، بابلسر، ایران.

4 دانشیار مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران.

چکیده

ﻫﺪف پژوهش ﺣﺎﺿﺮ ﺷﻨﺎﺳﺎﯾﯽ و اولویت‌بندی فرصت‌های کارآفرینی ورزشی در حوزۀ رسانه‌ها اﺳﺖ. روش پژوهش از نظر راهبرد، آﻣﯿﺨﺘﻪ (کیفی و کمّی)، با طرح اکتشافی-متوالی و هدف کاربردی-توسعه‌ای است. جامعه‌ی آماری در بخش کیفی: با نمونه‌گیری هدفمند به روش نظری، 17 تن از اساتید و پژوهشگران مدیریت ورزشی در حوزۀ رسانه‌ها و بخش کمّی: با نمونه‌گیری تصادفی طبقه‌ای از 384 نفر از دانشجویان تحصیلات‌تکمیلی گرایش‌های مختلف تربیت‌بدنی و علوم ورزشی مشارکت داشتند. ابزار پژوهش: مطالعات کتابخانه‌ای و مصاحبه‌های نیمه‌ساختاریافته تا رسیدن به اشباع نظری و اجماع و ﭘﺮﺳﺸﻨﺎمۀ محقق‌ساخته در مقیاس لیکرت 5 ارزشی جهت تعیین اﻫﻤﯿﺖ ﻫﺮ ﯾﮏ از فرصت‌های کارآفرینی در حوزۀ رسانه به روش پیمایشی نظرسنجی شد. روایی صوری ابزار توسط اعضای گروه پژوهش تأیید و پایایی آن با آلفای‌کرونباخ و پایایی ترکیبی به‌ترتیب: 70/0 و 76/0 محاسبه شد.  تجزیه و تحلیل داده‌ها ﺑﺮ اﺳﺎس آزﻣﻮن تحلیل عاملی اکتشافی و تأییدی و مدل‌سازی معادله ساختاری واریانس‌محور با نرم‌افزارهای آماری «Smart PLS(2)» و «SPSS» انجام ﺷﺪ. میزان اهمیت و اولویت ابعاد فرصت‌های ورزشی موجود در رسانه‎ها به‌ترتیب: 1. رسانه‌های سایبری، 2. رسانه‌های چاپی، 3. رسانه‌های دیجیتال، 4. رسانه‌های الکترونیکی، را نشان داد. نتایج تحقیق حاضر تنوع بالای فرصت‌های کارآفرینی را در حوزه‌ها، هزینه شروع، منطقه جغرافیایی، زمان و ... بیان داشت. با شناخت فرصت‌های کارآفرینانه و برنامه‌ریزی آن‌ها می‌توان گام‌های اساسی را برای توسعه ورزش در کشور برداشت. متولیان امر کارآفرینی و ورزش در سیاست‌گذاری و برنامه‌ریزی‌های کوتاه‌مدت و بلند‌مدت خود می‌توانند با توجه به این فرصت‌ها به پیشرفت ورزش کمک شایانی نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying and Prioritizing Sports Entrepreneurial Opportunities with Sports Media Approach

نویسندگان [English]

  • Taghi Ashouri 1
  • Morteza Dousti 2
  • Seyed Mohammadhossein Razavi 3
  • Abolhasan Hosseini 4

1 Ph.D. in Sports Management, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar, Iran.

2 Associate Prof. of Sports Management, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar, Iran.

3 Prof. of Sports Management, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar, Iran.

4 Associate Prof. in Business Management, Faculty of Economics & Administrative Science, University of Mazandaran, Babolsar, Iran.

چکیده [English]

This study aimed to identify and prioritize sports entrepreneurship opportunities in the field of media. In terms of strategy, it used a mixed method approach (qualitative and quantitative) with an exploratory-sequential design, and in terms of purpose, it employed an applied-developmental design. The statistical population in the qualitative part included 17 sports management professors and researchers in the field of media, selected based on the purposeful sampling method using a theoretical approach. In the quantitative part, 384 graduates in different sports sciences and physical education majors were recruited using stratified random sampling. Research instruments contained library studies, semi-structured interviews continued till reaching theoretical saturation and consensus, and a researcher-made questionnaire with a 5-point Likert scale to determine the importance of each entrepreneurial opportunity in the field of media. The research team confirmed the face validity of the questionnaire. Moreover, its reliability was confirmed with Cronbach''s alpha of 0.70 and composite reliability of 0.76. Data analysis was done by performing exploratory and confirmatory factor analysis and variance-based structural equation modeling using Smart PLS 2 and SPSS statistical software. The importance and priority of the dimensions of sports opportunities in the media were as follows: 1. Cybermedia, 2. Print media, 3. Digital media, and 4. Electronic media. The results of this study showed the high diversity of entrepreneurial opportunities in different fields, start-up costs, geographical regions, time, etc. One can take substantial steps to improve the sport in the country by recognizing the entrepreneurial opportunities and planning them. Those in charge of entrepreneurship and sports can help improve the sport by considering these opportunities in their short- and long-term planning and policy-making.

کلیدواژه‌ها [English]

  • Cybermedia
  • Entrepreneurship Opportunities
  • Sports Entrepreneurs
  • Sports Media
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