Poster Presentation

Paper ID : 1184-SSRC

¹هیات علمی پژوهشگاه علوم ورزشی

²دانشجوی کارشناسی ارشد مدیریت ورزشی موسسه طلوع مهر قم

The present study was compiled with the aim of the role of the Corona crisis on the marketing method in the sports organizations of Qom province. The research method was qualitative. For this purpose, 14 managers and experts of the General Directorate of Sports and Youth, knowledgeable professors in the field of rehabilitation and sports economics, consultants and marketing and economic managers of sports clubs in Qom province in a targeted manner and based on a snowball strategy for in-depth semi-final matches Structured were selected and the interviews continued until the theoretical saturation stage. To check the validity of the interviews, the terms acceptability, transferability and confirmability were used. Also, the open-ended reliability of the test was used to calculate the reliability of the conducted interviews. To analyze the data, open, central and selective coding was used with a systematic approach. Based on the results, the core codes, information issues, support issues, competitive issues, management challenges, price challenges, sports challenges, capital challenges, consumer behavior, sales drivers, sales marketing and product selection as factors affecting the role of the Corona crisis. The traditional marketing method in sports organizations and infrastructure challenges, governance challenges, educational challenges, support challenges, sales incentives, sales strategies and product selection were categorized as factors of the role of the Corona crisis on the electronic marketing method in sports organizations. Therefore, it is necessary for managers and officials to use this model and extracted factors in their planning in order to improve the sports marketing situation of the organization.

Covid-19; Traditional marketing, electronic marketing, sports