Identifying drivers affecting the future of sports business in a Technical and Vocational University (TVU)
Poster Presentation
Paper ID : 1987-SSRC
Authors
گروه تربیت بدنی و علوم ورزشی، دانشکده علوم انسانی، دانشگاه فنی و حرفهای تهران، ایران.
Department of Physical Education and Sport Sciences, Faculty of Human Sciences, Technical and Vocational University (TVU), Tehran, Iran
Abstract
The purpose of the current research was to investigate the drivers affecting the future of sports businesses in technical and vocational universities. The current research was applied in terms of its purpose and terms of its nature, it was based on prospective, analytical, and exploratory methods, which were conducted qualitatively; It was also a method of collecting documentary and library information. The statistical population of the present study includes; There were sports science professors and sports business owners in technical and vocational universities in the country, and factors affecting sports businesses in technical and vocational universities were extracted in a targeted manner until theoretical saturation (21 people). To analyze the indicators and variables in the final questionnaire in a prospective research method, Mic Mac software was used and analyzed. The results showed that the key factors affecting the future of sports businesses in technical and vocational universities in 7 sectors, namely; Management drivers, creative marketing drivers, consumer and customer drivers, sponsors drivers, public relations drivers, cultural-social drivers, and economic drivers were identified. By identifying the existing drivers, he can take a step towards the development of sports businesses in technical and vocational universities. It is suggested that managers and people involved in sports businesses pay attention to creative marketing drivers and public relations drivers as two important drivers in the future of sports businesses in technical and vocational universities and use social media and advertising creativity. Support sports businesses. Of course, the role of financial sponsors and economic and cultural social issues should not be neglected because these issues are involved as influential factors in the future of sports businesses in technical and vocational universities.
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