Investigate and identify the factors affecting the sustainable revenue generation of small businesses based on active leisure in sport

Document Type : Research Paper

Authors

1 PNU

2 PUN

3 Faculty of Educational Sciences, Payam Noor University

Abstract

The study of investigating the factors affecting sustainable income generation from small businesses based on active leisure is applied research in terms of its purpose and a quantitative category in terms of its nature, which was a descriptive survey method. The population of the present study consists of non-governmental organizations registered in the Office of Public Participation Development of the Youth Deputy of the Ministry of Sports and Youth (N=4000 The number of research samples was 274 based on the Morgan table, which were selected using simple random sampling method. The research tool was a researcher-made questionnaire modeled after the Rafiei study (2012). Scientific and administrative experts confirmed the questionnaire's face validity and Cronbach's alpha (0.742) confirmed its reliability. In the data analysis section, uncorrelated combined income generation methods (factors) were extracted using the exploratory factor analysis method, and finally, the most important factors affecting sustainable income generation from small businesses based on active leisure were prioritized. All statistical tests were analyzed using SPSS 22 software. Based on the results of the research, the eigenvalues of the extracted components, 15 variables of the present study measured 8 basic factors and produced 8 latent variables (factors) including; customer orientation, innovation, service quality, communication, and cooperation with various organizations, recognition of social issues, recognition of people's sports needs, recognition of business opportunities, diversity of services and modern technologies. Based on the results, active leisure sports clubs can minimize the inherent risk of such businesses by forming think tanks and brainstorming and planning.

Keywords

Journal of Sustainable Development in Sport Management
Volume 5, Issue 14
January 2025
Pages 147-168

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