Document Type : Research Paper
Authors
1 Ph.D Student sports management, Ha.c., Islamic Azad University, Hamedan, Iran
2 Department of physical education, Mal.C., Islamic Azad University, Malayer, Iran
3 Department of Physical Education, Ha.c., Islamic Azad University, Hamedan, Iran.
Abstract
The aim of this study is to examine the impact of media on improving the status of countries in hosting international sports events, focusing on strategic approaches. This study was conducted using a qualitative method and qualitative content analysis. Data were collected through semi-structured interviews with 17 experts in the field of sports management, media, and officials related to holding sports events. Data analysis was conducted using thematic analysis and three stages of open, axial, and selective coding. The findings of the study showed that four axial codes, including sports diplomacy, media advertising and branding, attracting public participation, and infrastructure, have a significant impact on improving the status of countries in hosting sports events. Media, sports, and digital infrastructures were introduced as the most basic factors facilitating diplomatic interactions, advertising campaigns, and public participation. Sports diplomacy can pave the way for successful advertising and national branding by creating effective relationships at the international level. Advertising and branding also enhance public motivation and participation by showcasing national achievements and creating a sense of pride. These interactions operate in a dynamic and synergistic cycle, ultimately enhancing the host country’s global standing. The results of the study indicate that establishing advanced media infrastructure, strengthening diplomatic interactions through the media, using new technologies in advertising, and attracting broad public participation are key strategies for countries to succeed in hosting international sports events. model, this study shows how the media can act as a powerful tool in managing and enhancing the standing of countries.
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