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طراحی مدل توسعه مزیت رقابتی در صنعت گردشگری ورزشی شمال کشور | ||
پژوهشنامه مدیریت ورزشی و رفتار حرکتی | ||
مقاله 7، دوره 17، شماره 34، آبان 1400، صفحه 118-99 اصل مقاله (535.46 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/jsmb.2018.13966.2837 | ||
نویسندگان | ||
محمدمهدی اسلامی مرزنکلاته1؛ وحید شجاعی* 2؛ محمد حامی3 | ||
1دانشجوی دکتری مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران | ||
2استادیار مدیریت ورزشی، واحد ساری، دانشگاه آزاداسلامی، ساری، ایران | ||
3استادیار مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران | ||
تاریخ دریافت: 26 فروردین 1397، تاریخ بازنگری: 09 مرداد 1397، تاریخ پذیرش: 02 آبان 1397 | ||
چکیده | ||
طرح مسأله: مزیت رقابتی همان چیزی است که موجب میشود که یک برند در نظر مشتریانِ خود بهتر از رقبایتان به نظر برسد. گردشگری ورزشی حوزه نوظهور و مشترک ورزش و توریسم است. با وجود اینکه شناسایی و تحلیل مزیت های رقابتی جزو الزمات اصلی کسب و کارهای حوزه صنعت گردشگری ورزشی اما تاکنون چارچوب و ابزار مناسبی جهت ارزیابی آن ارائه نشده است. هدف از این پژوهش طراحی مدل مزیت رقابتی در صنعت توریسم ورزشی شمال کشوراست. روش تحقیق: روش تحقیق از نوع توصیفی - همبستگی میباشد. جامعه آماری شامل صاحبنظران و متخصصان گردشگری ورزشی در شمال کشور می باشد. نمونه آماری به تعداد قابل کفایت جهت آزمون مدل به روش هدفمند و دردسترس انتخاب و نظرخواهی گردید (246 نفر). ابزار پژوهش پرسشنامه محقق ساخته براساس مطالعه کتابخانهای و مصاحبههای نیمهاکتشافی هدایت شده است. روایی محتوایی ابزار با استفاده از نظر متخصصان (11 نفر)، پایایی آن با استفاده از روش آلفای کرونباخ (92/0) و روایی سازه آن با استفاده از شاخصهای برازش مدل ارزیابی و تایید گردید و از نرم افزار Smart pls برای تحلیل دادهها استفاده شده است. نتایج: تمامی عوامل شناسایی و در چهار منظر اصلی شامل منابع، قابلیتها، استراتژیها و مزیتهای رقباتی چارچوببندی شده اند. نتایج تحلیل مسیر نشان داد که منابع رقابتی به ترتیب با ضرایب 40/0، 78/0، و 21/0 بر قابلیت های رقابتی اثر مثبت، مستقیم و معنیدار دارد و همچنین استراتژیهای رقابتی با ضرایب 582/0 و 348/0 به ترتیب بر قابلیتهای رقابتی و مزیت رقابتی دارای اثر مثبت، مستقیم و معنیدار دارند. قابلیتهای رقابتی نیز با ضریب 454/0 بر مزیت رقابتی اثر معنیداری دارند. | ||
کلیدواژهها | ||
صنعت ورزش؛ گردشگری ورزشی؛ مزیت رقابتی؛ منابع رقابتی؛ بازار رقابتی | ||
عنوان مقاله [English] | ||
Designing a Competitive Advantage Development Model in the Sport Tourism Industryin the North of the Country | ||
نویسندگان [English] | ||
Mohammad Mehdi Eslami Marzankolateh1؛ vahid shojaei2؛ mohammad hami3 | ||
1¹Ph.D Student in Sport Management, Sari Branch, Islamic Azad University, Sari, Iran | ||
2²Assistant Professor of Sport Management, Sari Branch, Islamic Azad University, Sari, Iran | ||
3³Assistant Professor of Sport Management, Sari Branch, Islamic Azad University, Sari, Iran | ||
چکیده [English] | ||
Problem statement : Competitive advantage is something a brand that makes your customers look better than your competitors. The competitive advantage in the tourism and sport industry is very important. Sports tourism is an emerging and common area of sports and tourism. Although identifying and analyzing competitive advantages is one of the main tasks of the business of the field of sports tourism industry, so far, the framework and appropriate tools for its evaluation have not been provided. The purpose of this research is to design a competitive advantage model in the sport tourism industry in the north of the country. research method: The research method is descriptive-correlational. The statistical population includes experts and specialists of sports tourism in the north of the country. The statistical sample was selected and consulted with sufficient numbers (246 people) for the purpose of model testing in atargeted and available method .The research instrument was a researcher-made questionnaire which is based on a library study and guided semi-exploratory interviews. The content validity of the tool was evaluated by 11experts, its reliability was calculated by using Cronbach's alpha (0.92), and the validity of the construct was evaluated confirmed by using the fitting indexes of the model and used by Smart Pls for analysis of the Data. Result: All factors are identified and comprised in four main perspectives including resources, capabilities, strategies and competitive advantagesof framing. | ||
کلیدواژهها [English] | ||
Sport industry, Sport tourism, Competitive advantage, Competitive resources, Competitive market | ||
مراجع | ||
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