نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار،گروه تربیت بدنی وعلوم ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 کارشناس ارشد، گروه مدیریت ورزش، دانشگاه محقق اردبیلی، اردبیل، ایران
3 استاد،گروه تربیت بدنی وعلوم ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران
4 دانشیار،گروه تربیت بدنی وعلوم ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران
چکیده
این پژوهش با هدف امکان سنجی طراحی و پیاده سازی نرم افزار بازاریابی در رویدادهای ورزشی انجام شده است تا از نظر مالی، فنی، انسانی، قانونی، عملیاتی و زمانی بررسی شود.پژوهش حاضر توصیفی و از لحاظ هدف کاربردی بوده که برای جمع آوری اطلاعات از پرسشنامه امکان سنجی که با چهل گویه در شش بعد مالی، فنی، انسانی، قانونی، عملیاتی و زمانی تهیه شد. میزان پایایی آن به بوسیله آزمون آلفای کرونباخ وروایی محتوایی پرسشنامه توسط 5 نفر از اساتید حوزه مدیریت ورزشی بررسی(با استفاده از شاخص CVIوCVR) و مورد تایید قرار گرفت. جامعه آماری این تحقیق 270 نفر از مدیران و کارشناسان ورزشی و طراحان نرم افزار شهر اردبیل را شامل می شوند که نمونه گیری در آن به صورت تصادفی طبقه ای صورت گرفته وحجم نمونه با توجه به فرمول کوکران154 نفر برآورد و مورد بررسی و تحلیل قرار گرفت. یافته های تحقیق نشان دادکه که از نظر بعد انسانی امکان اجرای نرم افزار بازاریابی در رویدادهای ورزشی استان اردبیل تایید می شود ولی از نظر بعد فنی، قانونی، مالی، عملیاتی و زمانی امکان اجرای نرم افزار بازاریابی در رویدادهای ورزشی استان اردبیل تایید نمی گردد. با توجه به نتایج بدست آمده طراحی و پیاده سازی نرم افزاربازاریابی رویدادهای ورزشی در استان اردبیل مثبت ارزیابی نمی شود و قبل از اقدام به چنین طراحی حتما بایستی موانع احتمالی و راههای بررسی آن مورد توجه قرار گیرد.
کلیدواژه‌ها
عنوان مقاله [English]
Feasibility of Designing and Implementing Marketing Software in Ardabil Sport Events
نویسندگان [English]
- Farzad Nobakht 1
- Roghayyeh Bakhshesh 2
- Mehrdad Moharramzadeh 3
- Abbas Naghizadeh 4
1 Assistant Professor, Department of Physical Education and Sport Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Msc, Department of Sports Marketing Management, University of Mohaghegh Ardabili, Ardabil, Iran.
3 Professor, Department of Physical Education and Sport Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
4 Associate Professor, Department of Physical Education and Sport Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
چکیده [English]
The purpose of this study was to evaluate the feasibility of designing and implementing marketing software in sporting events to investigate the financial, technical, human, legal, operational and schedule aspects of the study. The feasibility questionnaire was prepared with 40 items in 6 dimensions: financial, technical, human, legal, operational and scheduling. Its reliability was assessed by Cronbach's alpha test and content validity of the questionnaire by 5 professors of sport management (using CVI and CVR indices). The statistical population of this research is 270 sport managers and experts and software designers in Ardabil city. Sampling was categorical random and the sample size was estimated 154 according to Cochran formula. The research findings showed that the human aspect of marketing software in Ardebil sport events is confirmed but technical, legal, financial, operational and scheduling aspects of marketing software in Ardebil province is not confirmed. According to the results, the design and implementation of sports event marketing software in Ardabil province is not evaluated positively and it is necessary to consider the possible obstacles and ways of investigating it before to design it.
کلیدواژه‌ها [English]
- Feasibility
- Software Design
- Software Implementation
- Marketing
- Sports Event
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