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نقش ویژگیهای استادیوم بر تجربۀ خدمت تماشاگران فوتبال (مورد مطالعه: استادیوم آزادی) | ||
مطالعات بازاریابی ورزشی | ||
مقاله 5، دوره 3، شماره 2 - شماره پیاپی 10، تیر 1401، صفحه 150-121 اصل مقاله (1.27 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): https://www.doi.org/10.34785/J021.2022.012 | ||
نویسندگان | ||
شایان پولادی1؛ حسین عبدالملکی* 2؛ مهدی کهندل3 | ||
1دانشجوی کارشناسی ارشد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران | ||
2استادیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران | ||
3دانشیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران | ||
چکیده | ||
هدف پژوهش حاضر بررسی تأثیر ویژگیهای استادیوم بر تجربۀ خدمت تماشاگران در استادیوم فوتبال آزادی بود. پژوهش حاضر از نظر هدف کاربردی و از نظر شیوۀ گردآوری اطلاعات تحقیق توصیفی از نوع همبستگی است که به صورت پیمایشی به اجرا در آمد. جامعة آماری پژوهش شامل تماشاگران حاضر در استادیوم آزادی بود. که به صورت دسترس انتخاب شده و در نهایت، تعداد 165 پرسشنامۀ قابل تحلیل به مرحلۀ تجزیه و تحلیل پژوهش راه یافتند. برای جمعآوری دادههای میدانی در این تحقیق از پرسشنامه به عنوان ابزار تحقیق استفاده شد. نتایج تحقیق نشان داد راحتی صندلیها، زیبایی استادیوم، تمیزی استادیوم و طراحی استادیوم بر تجربۀ خدمت تماشاگران تأثیر مثبت و معنیداری دارند. اما تأثیر پارکینگ استادیوم، دسترسی استادیوم و خدمات غذایی استادیوم بر تجربۀ خدمت تماشاگران معنیدار نشد. تحقیق حاضر در راستای کمک به درک بیشتر در این زمینه انجام شد ونتایج آن نشان داد که از میان ویژگیهای استادیوم، 4 عامل راحتی صندلیها، طراحی استادیوم، تمیزی استادیوم و زیبایی استادیوم تأثیر قابل توجهی بر تجربۀ خدمت تماشاگران لیگ برتر فوتبال ایران دارند. از این رو، مدیران فوتبال ایران و مدیران استادیوم میتوانند با در نظر گرفتن این نتایج و نیز نتایج سایر تحقیقاتی که در این زمینه به آن اشاره شد، به ارتقای تجربۀ خدمت تماشاگران در لیگ برتر فوتبال ایران اقدام نموده و از مزایای آن بهرهمند گردند. | ||
کلیدواژهها | ||
ویژگی های استادیوم؛ تجربه خدمت؛ تماشاگر؛ فوتبال؛ لیگ برتر؛ ایران | ||
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