Document Type : Research Paper
Authors
1 PhD student in Sports Management, University of Tehran, Tehran, Iran
2 Professor of Sports Management, University of Tehran, Tehran, Iran
3 Associate Professor of Sports Management, University of Tehran, Tehran Iran
4 Assistant Professor of Sports Management, University of Tehran Kish International Campus, Kish Iran
Abstract
The current research was designed and implemented with the aim of designing a media performance evaluation model of Tehran Municipal Sports Organization. The current research was descriptive-survey in terms of its practical purpose, in terms of the method of data collection, which was mixed based on the research approach. The statistical population of the current research in the qualitative part included experts in the field of sports management and sports media who had the necessary experience and knowledge regarding the topic of the research (conducting at least two researches in line with the topic of the current research) and also managers of the Tehran Municipal Sports Organization who had an educational level of more than They had a master's degree, and in a small part of the statistical population, they included all municipal sports managers and members of the strategic council of the Tehran Municipal Sports Organization (145 people). The tools of this research included semi-structured interviews and questionnaires. In order to examine the data of the qualitative part, open and axial coding was used, and in the quantitative part, the method of structural equation modeling was used. The whole data analysis process of this research was done in SPSS version 24 and Smart PLS version 2 software. The results of the present research showed that the desired components in evaluating the media performance of the Tehran Municipal Sports Organization include 7 general components of information delivery, technical and human infrastructures, Inugame, economic application, publications, website and program.
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