مروری بر شاخص های موثر برندسازی ملی با رویکرد جامعه شناختی ورزشی
محبوبه خداپرست
1
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گروه مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
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کلید واژه: برندسازی ملی, جامعه شناختی ورزشی, شاخص برند ملی.,
چکیده مقاله :
هدف: هدف پژوهش حاضر، مروری بر شاخص های موثر برندسازی ملی با رویکرد جامعه شناختی ورزشی بود.
روش‌شناسی: پژوهش حاضر مروری بود و به روش فراتحلیل انجام گرفت. بدین ترتیب مروری نظام مند بر مقالات منتشر شده در پایگاه های اطلاعاتی فارسی رایج و معتبر انجام شد. برای انتخاب مقالات، از کلیدواژه های «برند ملی» و «برندسازی ملی» به همراه سایر کلیدواژ های مرتبط با حوزه ورزش در عناوین آنها استفاده شد. پس از گردآوری تمامی این مقالات، آنها بر مبنای موضوع و محتوا دسته بندی شدند و برای بررسی روایی، این فرآیند به صورت مجزا توسط دو محقق به انجام رسید.
یافته‌ها: بر اساس یافته های حاصل، نقش جامعه شناسی ورزش در برندسازی ملی، در شش شاخص کلیدی تقسیم بندی می شوند که عبارتند از: 1- حاکمیت، 2- مردم، 3- فرهنگ و میراث فرهنگی، 4- سرمایهگذاری و مهاجرت، 5- گردشگری و 6- صادرات؛ که هر یک از این مولفهها بر وضعیت ورزش یک کشور اثرگذار بوده و از آن تاثیر نیز میپذیرند.
نتیجه‌گیری: با توجه به یافتههای پژوهش حاضر میتوان گفت صنعت ورزش در مقایسه با بسیاری از صنایع دیگر که ممکن است هر کدام به تنهایی تامین کننده بخشی از شاخصهای برند ملی باشند، نقش موثرتر و عمیقتری بر برندسازی ملی و ارتقاء جایگاه جهانی برند ملی کشورها و قدرت رقابتی آنها دارد و میبایست به عنوان بخشی از استراتژیهای توسعه ملی و بینالمللی در نظر گرفته شود.
چکیده انگلیسی :
Objective: The aim of the current research was to review the effective indicators of national branding with a sports sociological approach.
Methodology: The current research was a review and was done by meta-analysis method. In this way, a systematic review of articles published in common and reliable Persian databases was conducted. To select the articles, the keywords "national brand" and "national branding" along with other keywords related to the field of sports were used in their titles. After collecting all these articles, they were categorized based on the topic and content, and to check validity, this process was done separately by two researchers.
Results: Based on the findings, the role of sports sociology in national branding is divided into six key indicators, which are: 1- governance, 2- people, 3- culture and cultural heritage, 4- investment and migration, 5- tourism and 6- export; that each of these components has an effect on the state of a country's sports and is also affected by it.
Conclusion: According to the findings of the current research, it can be said that the sports industry has a more effective and deeper role in the national branding of countries and their competitive power, compared to many other industries, each of which alone provides a part of national brand indicators, and it should be considered a part of national and international development strategies.
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