Document Type : Research Paper
Authors
1 PhD student, Department of Sports Management, Kerman Branch, Islamic Azad University, Kerman, Iran
2 Assistant Professor of Sports Management, Valiasr University of Rafsanjan, Rafsanjan, Ira
3 Assistant Professor, Department of Physical Education, Faculty of Literature and Humanities, Vali Asr University, Rafsanjan, Iran
Abstract
The aim of this research was to design a digital business model for sports clubs in post-corona conditions. The research was qualitative with a systematic exploratory approach. It included senior managers of sports clubs, university professors in the fields of sports management and marketing management. Sampling was carried out purposively and 18 interviews were conducted based on theoretical saturation. The selection criteria included mastery of the field of sports services marketing, mastery of the field of strategic management in sports, and familiarity with the macro-management of sports clubs. The research tool included a systematic library study and structured exploratory interviews. The validity of the tool was evaluated and confirmed based on the legal and scientific validity of the sample, expert opinions, and agreement between the reviewers. A multi-stage conceptual coding method with a systems analysis approach was used to analyze the findings. Based on the extracted conceptual framework, it included 6 axial codes and 17 main categories and 49 initial codes from the analysis of the interviews. The core codes include digital infrastructure, digital customer experience, resource management and optimization, digital marketing strategy, online training and coaching services, and social interaction and communication. According to the research results, it can be suggested that; the investment problems and lack of credit caused by the lack of domestic and foreign investors to physically advance infrastructure projects in the country should be resolved
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