Document Type : Original Article
Authors
1 PhD student in Sports Management, Kerman Branch, Islamic Azad University, Kerman, Iran
2 Assistant Professor of Sports Management, Valiasr University of Rafsanjan, Rafsanjan, Ira
3 Assistant Professor of Sport Management, Islamic Azad University, Kerman Branch, Kerman, Iran
Abstract
The present study was conducted to scenario future marketing of Iranian sports clubs services using futures research. The method used in this research is scenario-based planning, which is designed and implemented in eight steps. The data collection method in this study is qualitative and using interviews, expert panel and Delphi survey. Twenty-two experts with specialized knowledge or practical experience were purposefully selected as members of the research group. Also, Micmac software and Scenario Wizard have been used to analyze the data. The findings of this study are presented in two parts. The first part includes identifying and categorizing key components, drivers, and related uncertainties. 4 Promoters of presence in social networks (Instagram, Telegram, Twitter, YouTube, etc.), use of professional website for the club, use of traditional methods (consumer experiences and word of mouth) and The use of mixed service marketing techniques in the club is defined in this section and the relationships of effectiveness and effectiveness between the components are analyzed. The second part identifies and describes possible and compatible scenarios based on the propulsions and related uncertainties, and it was found that out of the two proposed scenarios, only one scenario is in a promising situation (Scenario 1). Scenario 2 is also in a critical situation; That is, using social media, proper website design, traditional methods, as well as mixed service marketing techniques, one can expect the service marketing situation in sports clubs to improve in the future.
Keywords
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