mohammadreza gholamzadeh; Nasrolah Mohamadi; Azim Salahi Kojour; Farshad Emami
Abstract
The purpose of the research was to investigate the role of Elite Sports in creating a national brand and positive image of Iran in the world. Also, the current research is based on data search, has a qualitative nature and is based on data base theory and is of the type of applied research. The statistical ...
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The purpose of the research was to investigate the role of Elite Sports in creating a national brand and positive image of Iran in the world. Also, the current research is based on data search, has a qualitative nature and is based on data base theory and is of the type of applied research. The statistical population of the research was made up of 15 members of the academic faculty of the university in the department of sports management and marketing, directors of the Ministry of Sports and Youth and the National Olympic Committee, elite athletes and coaches active in the field of championship sports. The interview with the statistical sample was selected purposefully. Based on the results of the analysis of the qualitative data obtained from the interview, the presentation of the final model includes: sports dimensions (4 core codes), performance dimensions (3 core codes), social dimensions (2 core codes), marketing dimensions (2 core codes), government dimensions (2 core codes), Media dimensions (2-axis codes) are tourism dimensions (2-axis codes). Therefore, it is suggested that, considering the effect of the cooperation between the diplomatic system and the sports system in setting up international sports agreements in developing a positive image of the country, it is suggested that each of the relevant organizations identify the limits of their authority, help and cooperate in moving forward and enter into more agreements with Other countries of the world should work more to develop a positive image of the country.
