مدیریت توسعه پایدار در ورزش

مدیریت توسعه پایدار در ورزش

شناسایی عوامل مؤثر بر بازاریابی پایدار در گردشگری ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان
زهره میرشکاران 1
حسن بحرالعلوم 1
رضا اندام 1
هادی باقری 1
علی اکبر حسنی 2
1 گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران
2 دانشکده مهندسی صنایع و مدیریت، دانشگاه صنعتی شاهرود، شاهرود، ایران
10.22054/qrsm.2026.87041.232
چکیده
سازمان‌های کنونی تلاش می‌کنند تا برای حفظ محیط زیست، بازاریابی پایدار را در اقدامات تجاری خود بگنجانند. هدف پژوهش حاضر شناسایی عوامل مؤثر بر بازاریابی پایدار در گردشگری ورزشی بود. این پژوهش از نوع مرور نظام‌مند کیفی با رویکرد فراترکیب بوده که به لحاظ هدف، توسعه‎ای - کاربردی است. بدین منظور، بعد از مطرح شدن سؤال پژوهش با استفاده از رویکردی هدفمند تحقیقات مرتبط از پایگاه های اطلاعاتی scopus، google scholar، elsevier، emerald به بررسی مقالات از سال 2025 -2005 پرداخته شد. پس از جستجوی دقیق در مجلات متعدد، با استفاده از کلیدواژه‌های بازاریابی پایدار، گردشگری ورزشی و گردشگری پایدار، مقالات منتخب بر اساس معیارهای ورود و خروج به منظور بررسی جامع ادبیات تعیین ‌شدند. مرتبط‌ترین مقالات بر اساس معیارهای مشخص با استفاده از روش سندولوسکی و باروسو (2007) تحلیل و طبقه-بندی شدند. یافته‌های پژوهش منجر به شناسایی 56 کد و 12 مؤلفه شامل عوامل آمیخته بازاریابی، فلسفه و ارزش‌های پایداری در سازمان، جهت-گیری استراتژیک پایدار، سیاست‌های دولت، رقابت، یادگیری و آموزش، روندها و سبک زندگی مردم، فنآوری و نوآوری، رهبری پایدار، ارتباط با ذینفعان، تحقیق و توسعه، کاراسازی منابع و ساختار سازمان شد. نتایج این پژوهش نشان می‌دهد که رویکردی جامع، مشارکتی و آینده‌نگر برای موفقیت گردشگری ورزشی مورد نیاز است که در آن اقتصاد، محیط‌زیست و جامعه در تعامل با یکدیگر قرار دارند. اتخاذ شیوه‌های بازاریابی پایدار با در نظر گرفتن عوامل مختلفی که بر آن اثر می‌گذارد، می‌تواند به توسعه گردشگری ورزشی کمک کند. مقاله حاضر چارچوبی منسجم مبتنی بر ادبیات موجود ارائه می‎دهد که در تدوین استراتژی‌های پایدار در گردشگری ورزشی کاربرد دارد.
کلیدواژه‌ها
بازاریابی پایدار"
فراترکیب"
"
گردشگری ورزشی"

عنوان مقاله English

Identifying factors affecting sustainable marketing in sports tourism

نویسندگان English

Zohreh Mirshekaran 1
Hassan Bahrololoum 1
Reza Andam 1
Hadi Bagheri 1
Aliakbar Hasani 2
1 Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran,
2 Faculty of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, IRAN
چکیده English

Organizations aim to ensure environmental sustainability and promote sustainable marketing in their business practices. The aim of the present study was to identify factors affecting sustainable marketing in sports tourism. This research is a qualitative systematic review with a meta-synthesis approach, which is developmental-applied in terms of purpose. The most relevant articles were analyzed and classified based on specific criteria using the Sandolowski and Barroso (2007) method. The research findings led to the identification of 56 codes and 12 components including: marketing mix factors, sustainability philosophy and values in the organization, sustainable strategic orientation, government policies, competition, learning and education, consumer trends and lifestyles, technology and innovation, sustainable leadership, stakeholder relations, research and development, resource efficiency, and organizational structure. The results of this research show that sustainable marketing in sports tourism requires a multidimensional perspective in which the economy, environment, and society interact with each other. Ultimately, a comprehensive, participatory, and forward-looking approach to sports tourism may pave the way for success in this field. Therefore, by adopting sustainable marketing practices, sports tourism organizations may provide the necessary basis for the development of sustainable tourism.

کلیدواژه‌ها English

meta synthesis "
sports tourism"
"
Sustainable marketing
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مدیریت توسعه پایدار در ورزش
دوره 7، شماره 16
تیر 1405
صفحه 222-244