Developing a Comprehensive Model of Marketing of Recreational Sports: A Technology-Based Approach
Subject Areas : Jounal of Marketing Management
javad
fesanghari
1
(PhD in Sports Management, Tarbiat Modares University, Tehran, Iran)
Rasool
Norouzi Seyed Hossini
2
(Assistant Professor of Sports Management, Tarbiat Modares University, Tehran, Iran)
Marjan
Saffari
3
(Assistant Professor of Sports Management, Tarbiat Modares University, Tehran, Iran)
Hashem
Kozechian
4
(Professor of Sports Management, Tarbiat Modares University, Tehran, Iran)
Keywords: Market-orientation, innovative and technological recreational sports, Recreational, Market-handling,
Abstract :
Introduction: Nowadays, technology is turning into one of the most important factors leading to international competition in the sports industry. Currently, the sports industry is increasingly in need of technology in all its fields to facilitate proper performance.Methods: The present study is aimed to Developing a Comprehensive Model of Marketing of Recreational Sports, a Technology-Based Approach. Data were collected through semi-structured interviews using a qualitative method. The content analysis method was used in order to analyze the data (Brown and Clark, 2006).Results: The findings showed that the marketing activities of Technology-Based Recreational Sports can be divided into nine stages based on different dimensions of marketing: market-orientation, market measurement, market-study, market-making, market-search, market-holding, market-warming, market-touring and market-handling ,and according to the activities required in each dimension, provided the basis for the development of Technology-Based recreational sports in the country.Conclusion: According to the results of this research, the marketing path of developing Technology-Based recreational sports begins with market-orientation. This theme acts as a prerequisite for the other two dimensions of marketing of Technology-Based recreational sports, namely market-study and market measurement, and if we pay attention to these three dimensions, we enter the market-making stage, which itself acts as a prerequisite for other dimensions of market-search, market-holding and market-warming. According to the results of this study, if we can successfully pass these steps, we can benefit from the development of Technology-Based recreational sports in the field of market-touring and market-handling and enter international market.
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قاسمی، ع. (1393). "عمده چالش‌های انتقال فناوری و تکنولوژی در ایران"، چهارمین کنفرانس بین‌المللی و هشتمین کنفرانس ملی مدیریت فناوری.
ملک‌زاده، غ.، خنده‌رو، ن. و صادقی، ت. (1394). "بازاریابی در شرکت‌های فناور کوچک و متوسط نوپا؛ چالش‌ها و راهکار"، فصلنامه رشد فناوری، دوره 11، شماره 43، صص. 37-43.
محمدی‌پور، س.، سیدی، س.م.، استقلال، علی. و صمدی تیرانداری، ر. (1393). "شناسایی و اولویت‌بندی موانع استفاده از پایانه‌های فروش بانک صادرات شهرستان بندرعباس"، مجله مدیریت بازاریابی، دوره 9، شماره 24، صص. 49-69.
خنده‌رو، ن.، صادقی، ت. و ملک‌زاده غ. (1395). "بررسی تأثیر عوامل کلیدی بازاریابی در موفقیت شرکت‌های کوچک و متوسط فناوری‌محور"، مجله مدیریت بازاریابی، دوره 11، شماره 32، صص. 139-158.
محمدی، س. و قائدی، ع. (1398). "ارائه مدل عوامل مؤثر در تصمیم به استفاده از گوشی‌های هوشمند در زمینه ورزش: کاربرد مدل پذیرش فناوری و تجربه خوشایند"، مطالعات مدیریت ورزشی، دوره 12، شماره 60، صص. 17-40.
رشادت‌جو، ح. و ابراهیم‌پور آزادبنی، ا. (1399). "ارائه مدل تأثیر ابعاد بازاریابی کارآفرینانه بر رفتار مصرف‌کننده در استارت‌آپ‌های حوزه فناوری نوین، مجله مدیریت بازاریابی، دوره 15، شماره 49، صص. 23-37.
Rust, RT. (2020). “The Future of Marketing”, International Journal of Research in Marketing, Vol, 37(1), PP. 15-26.
D'Attoma, I. & Ieva, M. (2020). “Determinants Of Technological Innovation Success And Failure: Does Marketing Innovation Matter?”, Industrial Marketing Management, Vol, 91, PP. 64-81.
Zhang, S.K., Tang, T.Y. & Wu, F. (2021). “The Ambidextrous Patterns For Managing Technological And Marketing Innovation”, Industrial Marketing Management, Vol, 92, PP. 34-44.
Kumar, V., Ramachandran, D. & Kumar, B. (2020). “Influence Of New-Age Technologies On Marketing: A Research Agenda”, Journal of Business Research, Vol, 125, PP. 864-877.
Steinhoff, L., Arli, D., Weaven, S. & Kozlenkova, I. (2019). “Online Relationship Marketing”, Journal of the Academy of Marketing Science, Vol, 47, PP. 369-93.
Steinhoff, L. & Palmatier, R.W. (2020). “Commentary: Opportunities And Challenges Of Technology In Relationship Marketing”, Australasian Marketing Journal, Vol, 29(2), PP. 111-117.
eMarketer. (2016). “Marketers Double Down on CRM Spending. eMarketer 17 August 2016 [Available from: Retrieved from https://www.emarketer.com/Article/Marketers- Double- Down- on- CRM- Spending/1014355. 2016.
Cruz, E. & Raurich, X. (2020). “Leisure Time And The Sectoral Composition Of Employment”, Review of Economic Dynamics, Vol, 38, PP. 198-219.
Sichling, F. & Plöger, J. (2018). “Leisurely Encounters: Exploring the Links between Neighborhood Context, Leisure Time Activity and Adolescent Development”, Children and Youth Services Review, Vol, 91, PP. 137-148.
Deng, C. & Li, L. (2019). “A Study on the Development of Leisure Sports Industry of China’s Sichuan in the Age of Big Data”, ITM Web of Conferences. 26.
Kos, A., Wei, Y., Tomažič, S. & Umek, A. (2018). “The Role Of Science And Technology In Sport”, Procedia Computer Science, Vol, 129, PP. 489-495.
Adam, I. (2019). “Digital Leisure Engagement And Concerns Among Inbound Tourists In Ghana”, Journal of Outdoor Recreation and Tourism, Vol, 26, PP. 13-22.
Statistical Center of Iran. (2015). “Statistical yearbook of Iran”, Tehran: Statistical Centre; Office of the Head, Public Relations and International Cooperation. [Available from: Retrieved 22 September 2015 from https: www.amar.org.ir.Portals.0.Files.fulltext.1394. n_salname_keshvar_94. pdf. 2015.
Fakhrzadeh, H., Djalalinia, S., Mirarefin, M., Arefirad, T., Asayesh, H. & Safiri, S. (2016). “Prevalence Of Physical Inactivity In Iran: A Systematic Review”, Journal Of Cardiovascular And Thoracic Research, Vol, 8(3), P. 92.
Mohebi, F., Mohajer, B., Yoosefi, M., Sheidaei, A., Zokaei, H. & Damerchilu, B. (2019). “Physical Activity Profile Of The Iranian Population: STEPS Survey”, BMC Public Health, Vol, 19(1), P. 1266.
Masrour, F.F., Tondnevis, F. & Mozaffari, A. (2012). “Investigating Of Leisure Time Activities In Male St Udents At Iran's Islamic Azad University: An Emphasis On Sports Participation”, European Journal of Experimental Biology, Vol, 2(4), PP. 1053-1061.
Torkildsen, G., Platts, C. & Plumley, D. (2011). “Sport and Leisure Management”, Great Britain, Routledge, PP. 80-87.
Koekoek, J. & Hilvoorde, I.V. (2018). “Digital Technology in Physical Education: Global Perspectives”, London: Routledge, PP. 20-26.
Marinho, D. & Neiva, H. (2020). “The Use of Technology in Sport: Emerging Challenges”, IntechOpen, PP. 78-82.
Sivrikaya, K., Demir, A. & Fisek, T. (2018). “Innovation in Sports Management and the Role of Users, Open Innovation and Sport-Based Entrepreneurship”, Journal of Research in Business and Management, Vol, 6(17), PP. 9-14.
University of Otago. (2020). “Sports Technology”, Available from: https://www.otago.ac.nz/sopeses/study/undergraduate/sport-technology/index.html.
Frontiersin. (2020). “Adopting New Technologies in Sports Marketing”, Available from: https://www.frontiersin.org/research-topics/16552/adopting-new-technologies-in-sports-marketing.
Ratten, V. (2018). “Sports Innovation Management”, London: Routledge, PP. 112-120.
Sturm, D., Parida, V., Larsson, T. & Ola, I. (2011). “Design Of User-Centred Wireless Sensor Technology In Sports: An Empirical Study of Elite Kayak Athletes”, 3rd International Conference on Research into Design.
Hisrich, RD. (2014). “Advanced Introduction to Entrepreneurship”, England, Edward Elgar Pub, PP. 51-53.
Seifried, C., Katz, M. & Tutka, P.A. (2017). “Conceptual Model on the Process of Innovation Diffusion through A Historical Review of the United States Armed Forces and Their Bowl Games”, Sport Management Review, Vol, 20(4), PP. 379-94.
Azar Ciabuschi, F. (2017). “Organizational Innovation, Technological Innovation, And Export Performance: The Effects Of Innovation Radicalness And Extensiveness”, International Business Review, Vol, 26(2), PP. 24-36.
Carvalho, G., Cruz, J., Carvalho, H., Duclós, L. & Stankowitz, R. (2017). “Innovativeness Measures: A Bibliometric Review And A Classification Proposal”, International Journal of Innovation Science, Vol, 9(1), PP. 81-101.
Zhang, X. & Xu, X. (2020). “Continuous Use Of Fitness Apps And Shaping Factors Among College Students: A Mixed-Method Investigation”, International Journal of Nursing Sciences, Vol, 7(1), PP. 80-87.
Andrew, D., Pedersen, P. & McEvoy, C. (2011). “Research Methods and Design in Sport Management”, Human Kinetics, 29.
Braun, V. & Clarke, V. (2006). “Using Thematic Analysis in Psychology”, Qualitative Research in Psychology, Vol, 9, PP. 77-101.