Document Type : Research Paper
Authors
1
Assistant Professor in Sport Management, Payam Noor University, Tehran, Iran
2
PhD student in Sports Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran.
3
Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
4
Sport science, Imam Reza International University, Mashhad, Islamic Republic of Iran
10.30473/arsm.2025.70336.3855
Abstract
The aim of the current research was to identify the strategies and consequences of segmenting the market of sports events in Iran based on the motivation of the spectators.The present qualitative research was conducted with thematic analysis method and the statistical population included all professors of physical education and sports sciences at national universities (specifically sports management and sports marketing), managers of sports events, experts and workers in the field of sports marketing and tourism, spectators and companies. He was the organizer of sports events.In-depth and semi-structured interviews were used and the sampling method continued until reaching theoretical saturation.During a process and interviews with19 people, the interviews reached the point of theoretical saturation. Based on thematic analysis, the data were coded and analyzed.In the thematic analysis, the data obtained from the interviews with experts were coded based on the research topic. Based on the findings from the qualitative results, 37 concepts, 7 sub-themes and 3 main themes in the strategy section (motivational strategies, specialized strategies and macro strategies) and 32 concepts, 7 sub-themes and 3 main themes were identified in the results section (growth and development of sports fandom, improvement of the condition of sports spectators and development of sports events).Finally, it can be said that by dividing the sports events of the country based on the motivations of the spectators, it is possible to provide services and facilities that suit their motivations and diversify the sports events, and finally, to the growth and development of event tourism and industry.
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