Evaluation of Strategic Priorities of Artificial Intelligence in the Sports Industry of Iran Using the ARAS Method

Subject Areas : Sport Sciences Quarterly

Shadi Rahbar Yaghoobi ¹ , Mahvash Noorbakhsh ² , Mehdi Kohandel ³ , سید نعمت خلیفه ⁴

1 - Ph. D. Student of Sports Management Department, Karaj Branch, Islamic Azad University, Karaj, Iran
2 - استاد گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
3 - Associate professor in department of spot management .karaj branch.islamic Azad university. Karaj .Iran
4 - استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد کرج، کرج، ایران

Received: 2023-07-29 Accepted : 2023-08-17 Published : 2023-09-21

Keywords: Modern Technologies, Planning, Strategic Priorities, Sports Environment, ARAS Method,

Abstract :

The aim of this research was to evaluate the strategic priorities of artificial intelligence in the sports industry of Iran using the ARAS method. This applied research is descriptive-analytical in terms of strategy. The statistical population consisted of two sections: informational resources (articles related to the research topic) and human resources (experts in the field of artificial intelligence, sports industry experts, and university professors). The sampling method in both informational and human communities was purposive. In the informational community section, 18 studies and 18 participants in the human community were included. To assess the validity and reliability of the results, strategies such as confirmability, process audit study, and Delphi method in two rounds, face and content validity, and the split-half method were used. For analyzing the literature review and expert opinions, content analysis was initially employed, followed by the Delphi analysis, structural analysis (cross-impact analysis), and the ARAS analysis. The findings showed that the most important strategic priorities are the expansion scope of artificial intelligence and the readiness to adopt artificial intelligence technology. Following these, job transformation, infrastructure and equipment, and investment were ranked. Therefore, it is concluded that focusing on the expansion scope of artificial intelligence and the readiness to adopt artificial intelligence technology can maximize the potential of artificial intelligence in improving the performance and management of the sports industry.

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