Identify barriers to sports marketing and provide solutions for revenue generation development in AJA Physical Education Organization

Document Type : Scientific

Authors

1 Head of the Sports Academy of the AJA Physical Education Organization

2 Master student of sports management, Shahid Rajaee Teacher Training University

3 Member of the faculty of Farabi Army University

Abstract

The purpose of this study was to identify barriers to sports marketing and provide a solution for revenue generation in the AJA Physical Education Organization. For this purpose, a qualitative research method with a phenomenological approach was used. Then, ten qualitative interviews were conducted with ten experienced, experienced and sports managers of the Armed Forces with a deep, open and semi-structured approach. Open and axial coding method and hierarchical analysis method were used to analyze the findings. The results of data analysis showed that the most important barriers to sports marketing of AJA Physical Education Organization include four themes: legal barriers, environmental barriers, security barriers and managerial and organizational barriers. Also, 15 sub-themes and 62 items under the themes of army sports marketing barriers were identified. Finally, according to the theoretical background of the research and the knowledge of the researcher, the results were discussed and at the end, appropriate solutions arising from the research to develop income generation in the AJA Physical Education Organization were presented. In fact, in order to develop the revenues of the AJA Physical Education Organization, it is necessary to remove the identified obstacles and try to implement the proposed solutions.

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History

  • Receive Date: 06 September 2022
  • Accept Date: 06 September 2022

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