Apresentando um modelo de atividades de marketing de outsourcing de eventos de esporte acadêmico
DOI:
https://doi.org/10.17533/udea.efyd.v40n1a03Palavras-chave:
esportes acadêmicos, marketing, terceirização, contrataçãoResumo
Introdução: O objetivo deste estudo foi apresentar um modelo de terceirização de atividades de marketing de eventos esportivos acadêmicos. Material e Métodos: O presente estudo é uma pesquisa mista realizada em métodos qualitativos e quantitativos. A população estatística deste estudo inclui todos os especialistas na área de esporte acadêmico e marketing no Irã nas universidades públicas, Islamic Azad, Payame Noor e Elmi Karbordi. O instrumento de pesquisa foi um questionário e entrevista. Na parte de análise quantitativa da pesquisa, são utilizados o método de modelagem estrutural interpretativa e as equações estruturais com abordagem PLS. Resultados e Discussão: Os resultados qualitativos da pesquisa mostraram que 41 atributos foram extraídos das entrevistas que foram classificados em 6 categorias de fatores estratégicos, gerenciais, motivacionais, esportivos, técnicos e jurídicos. Os resultados mostraram que, entre os fatores identificados, os legais e técnicos têm um papel subjacente na formação de outros fatores para o desenvolvimento das atividades de marketing terceirizado de eventos esportivos acadêmicos. Conclusão: Este número destacou a importância de fatores legais e técnicos para o desenvolvimento da terceirização das atividades de marketing de eventos esportivos acadêmicos.
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