شناسایی و اولویت‎بندی چالش‌های برندسازی رشته تربیت‌بدنی و علوم ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.

2 استاد، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.

3 استادیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه بوعلی سینا، همدان، ایران.

10.30473/arsm.2025.69627.3825

چکیده

برندسازی دانشگاه‌ها موضوع جدیدی است که به‌تازگی توجه محققان و دانشگاه‌ها را به خود جلب کرده است. برندسازی رشته‎های تحصیلی دانشگاهی به‌عنوان مقدمه برندسازی دانشگاه‌ها حائز اهمیت است. در این راستا، هدف از پژوهش حاضر، شناسایی و اولویت‎بندی چالش‌های برندسازی رشته تربیت‌بدنی و علوم ورزشی در ایران بود. روش پژوهش حاضر به‎صورت آمیخته و از نوع طرح متوالی اکتشافی است. در فاز کیفی از روش تحلیل مضمون و نرم‌افزار NVivo و در فاز کمی از روش تحلیل سلسله مراتبی و نرم‎افزار Expert choice استفاده گردید. مشارکت‌کنندگان در مرحله کیفی شامل 12 نفر از متخصصان حوزه برندسازی ورزشی و در بخش کمی نیز شامل 8 نفر از همین افراد بودند. یافته نشان داد چالش‌های برندسازی رشته تربیت‌بدنی و علوم ورزشی در 11 مضمون فرعی به ترتیب اولویت؛ فقدان معیار مناسب در قبولی (126/0)، ضعف استادان و دانشجویان (110/0)، عدم تضمین شغلی (106/0)، فقدان جایگاه درس تربیت‌بدنی در کنکور (105/0)، دانش پایین جامعه نسبت به رشته (094/0)، عدم ترویج صحیح (086/0)، پذیرش غیرمعقول (080/0)، ضعف مدیریتی (078/0)، اهمیت پایین درس تربیت‌بدنی (076/0)، آگاهی پایین جامعه نسبت به درس تربیت‎بدنی (074/0) و امکانات و آموزش ضعیف (071/0) دسته‌بندی شده‌اند. پژوهش حاضر بینش جدید و دیدگاه منسجمی از چالش‌های پیشروی بستر برندسازی رشته تربیت‌بدنی و علوم ورزشی را مشخص و برنامه استراتژیکی در اختیار مدیران و مسئولان ذی‌ربط قرار داده تا با تدوین راهکارها و اقدامات لازم بتوانند تعداد و میزان این چالش‌ها را کاهش و شرایط و زمینه برند شدن این رشته را تسهیل نمایند.

کلیدواژه‌ها

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