Providing strategic solutions for successful marketing of ticket sales in local competitions
Poster Presentation
Paper ID : 2129-SSRC
Authors
عضو هیات علمی دانشگاه آزاد اسلامی واحد قزوین
Abstract
The present research has been implemented and implemented in order to provide strategic solutions for successful marketing of hosting in tournaments and selling tickets for these tournaments for use in future tournaments. This research was conducted as an exploratory research in the framework of a qualitative approach, using the foundational data research method and using the SWAT matrix method.
The sample population of 30 people includes members of federations and boards (sports management) with a history of participation in major sports events, staff managers of Qazvin football team, tournament officials, managers of Qazvin professional football league clubs and sports journalists with a history of participating in competitions. They were selected by purposeful and theoretical sampling. The research questionnaire was compiled in two parts of individual characteristics (including education level, age, work experience) and questions in the field of strengths, weaknesses, opportunities and threats caused by holding competitions and strategic strategies of marketing and ticket sales in a 5-point Likert scale.
The validity of the questionnaire was confirmed by the expert professors of the university and its validity with the calculated Cronbach's alpha coefficient (0.80).
In the SWAT questionnaire, the factors affecting the successful marketing of ticket sales were divided into two categories: external and internal factors. Identification of internal and external factors was done through visiting the competition venue, interviews with experts and collected questionnaires. According to the available capacities and facilities, an initial list of internal and external environment factors (including strengths (S), weaknesses (W), opportunities (O) and threats (T) is prepared and to weigh and determine the relative importance of the four factors Analysis Hierarchy Method (AHP) was used for SWAT.
The sample population of 30 people includes members of federations and boards (sports management) with a history of participation in major sports events, staff managers of Qazvin football team, tournament officials, managers of Qazvin professional football league clubs and sports journalists with a history of participating in competitions. They were selected by purposeful and theoretical sampling. The research questionnaire was compiled in two parts of individual characteristics (including education level, age, work experience) and questions in the field of strengths, weaknesses, opportunities and threats caused by holding competitions and strategic strategies of marketing and ticket sales in a 5-point Likert scale.
The validity of the questionnaire was confirmed by the expert professors of the university and its validity with the calculated Cronbach's alpha coefficient (0.80).
In the SWAT questionnaire, the factors affecting the successful marketing of ticket sales were divided into two categories: external and internal factors. Identification of internal and external factors was done through visiting the competition venue, interviews with experts and collected questionnaires. According to the available capacities and facilities, an initial list of internal and external environment factors (including strengths (S), weaknesses (W), opportunities (O) and threats (T) is prepared and to weigh and determine the relative importance of the four factors Analysis Hierarchy Method (AHP) was used for SWAT.
Keywords