Presenting the effectiveness model of aesthetics in sports spaces based on the will of the customer based on sensory marketing
Subject Areas : Sport Marketing
mohana kalvandi
1
,
navid mahtab
2
,
Atefeh taimoori
3
1 - Department of Sports Management,, Islamic Azad University, Qorveh Branch, Iran
2 - Assistant Professor of Sport Management, Islamic Azad University, Qorveh Branch, Iran
3 - Department of literature, Qorveh Branch, Islamic Azad University, Qorveh, Iran
Keywords: aesthetics, Emotional Marketing, Sports Places, Place Management,
Abstract :
The research method is mixed (qualitative-quantitative) and the participants of this research were in the qualitative part of the experts, 15 of them were interviewed by snowball sampling method and according to theoretical saturation. In the quantitative part, the statistical population included managers of sports venues, managers of sports stores, employees of sports and youth departments, heads of sports boards, and customers and referents to the possibility of sports, according to Cochran's formula for an unlimited population, 384 people were selected by simple stratified random sampling.The data collection tool was a semi-structured interview in the qualitative part and a questionnaire in the quantitative part. Reliability was done in the qualitative part by using the test-retest method and in the quantitative part by using Cronbach's alpha, and reliability was confirmed in both cases.In order to analyze the data in the qualitative part, the theme analysis method was used, and in the quantitative part, confirmatory factor analysis was used to evaluate the construct validity,and structural equation modeling was used to test the path coefficients.The results of the qualitative part led to the identification of 16 in the form of 5 main concepts of positive customer experience, reasonable price of service provision, appropriate arrangement of equipment, interaction with customers and word of mouth advertising. According to the obtained results, it can be seen that paying attention to the aesthetic components of sports spaces will create a positive feeling in customers, which shows the need to pay attention to the environment, space, form, harmony,
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