Presentación de un modelo de outsourcing de actividades de marketing de eventos académicos deportivos
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https://doi.org/10.17533/udea.efyd.v40n1a03Palabras clave:
deporte académico, marketing, outsourcing, contrataciónResumen
Introducción. El objetivo de este estudio es presentar un modelo de subcontratación de actividades de marketing de eventos deportivos académicos. Material y métodos. El presente estudio es una investigación mixta que se realiza con métodos cualitativos y cuantitativos. La población estadística de este estudio incluye a todos los expertos en el campo del deporte académico y el marketing en Irán en las universidades públicas islámicas Azad, Payame Noor y Elmi Karbordi. Los instrumentos de investigación fueron un cuestionario y una entrevista. En la parte de análisis cuantitativo de la investigación se utiliza el método de modelado estructural interpretativo y las ecuaciones estructurales con enfoque PLS. Resultados y discusión. Los resultados cualitativos de la investigación mostraron que de las entrevistas se extrajeron 41 atributos que fueron clasificados en seis categorías de factores estratégicos, gerenciales, motivacionales, deportivos, técnicos y legales. Los resultados mostraron que entre los factores identificados, los legales y técnicos tienen un rol subyacente en la formación de otros factores para el desarrollo de actividades de outsourcing de marketing de eventos deportivos académicos. Conclusión. Este número resaltó la importancia de los factores legales y técnicos para el desarrollo de la subcontratación de las actividades académicas de marketing de eventos deportivos.
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