Document Type : Research Paper
Authors
1 UNIVERSITY OF MAZANDARAN
2 University of Mazandaran
3 Assistant Prof. in Sports Management, , University of Mazandaran, Babolsar, Iran
Abstract
The purpose of this research was The conceptual framework of the function of diplomacy and soft power based on sports in Iran's national brand. The research method was qualitative using grounded theory, which was done in three stages: open coding, central coding, and selective coding. The statistical population of the research was 12 people who were experts on the issue of sports washing, soft power, which continued until the theoretical saturation of the interview was reached. The sampling method was purposeful and snowball. In order to measure the reliability of the research, intra-subject agreement was used, which was reported as 73%. Considering that it was higher than 60%, the reliability of coding was confirmed. The results of the research showed the image and accreditation, the requirements and importance of sports communication, the capabilities of sports diplomacy, needs and expectations, sports infrastructure, etc., human resources and... (background conditions), managers' attitude and thinking, structural and process barriers, political issues, economic issues, cultural factors and... (intervening conditions), education and culture building, internal and external organizational interactions, management strategic, research and innovation, cultural development of sports teams and hosting international events and... (strategies) and finally the development of peace, friendship and security, cultural and social achievements, development of championship and professional sports, development of sports infrastructure, development of international interactions, reduction of political isolation and economic sanctions, etc. (consequences), were among the most important research variables from the point of view of specialists and experts.
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