چکیده:
ﭼﻜﻴﺪهﻫﺪف ﻛﻠﻲ ﭘﮋوﻫﺶ ﺟﺎری، ﺑﺮرﺳﻲ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان ﻓﻮﺗﺒﺎل ﺷﻬﺮ ﺗﻬﺮان در ورزﺷﮕﺎهﻫﺎﺳﺖ. ﭘﮋوﻫﺶ از ﻧﻮع3 ﺗﻮﺻﻴﻔﻲ – ﭘﻴﻤﺎﻳﺸﻲ اﺳﺖ. ﭘﺮﺳﺸﻨﺎﻣﺔ ﻣﻮرد اﺳﺘﻔﺎده در اﻳﻦ ﺗﺤﻘﻴﻖ ﺗﻮﺳﻂ ﮔﺮﻳﻦ2 )5991(، ﻫﺎﻧﺴﻦ و ﮔﻮﺗﻴﺮ )2991(، اﺳﻜﺎﻓﻴﻠﺪ)3891(، ﻛﺎﺳﻜﻲ4 )4991( و ژاﻧﮓ و ﻫﻤﻜﺎران5 )5991( ﺑﻪﻣﻨﻈﻮر ﺑﺮرﺳﻲ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان در ورزﺷﮕﺎهﻫﺎ درورزشﻫﺎی ﺗﻮﭘﻲ ﺗﻬﻴﻪ ﺷﺪه اﺳﺖ ﻛﻪ ﻣﺤﻘﻖ آن را اﺻﻼح ﻛﺮده و ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان در ورزﺷﮕﺎهﻫﺎ را در ﭼﻬﺎر ﺣﻮزةاﻗﺘﺼﺎدی، ﺟﺬاﺑﻴﺖ ﺑﺎزی، اوﻟﻮﻳﺖﻫﺎی ﺗﻤﺎﺷﺎﮔﺮان و اﻣﻜﺎﻧﺎت و ﺗﺴﻬﻴﻼت ﺑﺎ 13 ﮔﻮﻳﻪ ارزﻳﺎﺑﻲ ﻣﻲﻛﻨﺪ. ﺑﻪ اﻳﻦ ﻣﻨﻈﻮر ﭘﺲ از ﺗﻌﻴﻴﻦﺣﺠﻢ ﻧﻤﻮﻧﻪ، ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺎ روش ﻧﻤﻮﻧﻪﮔﻴﺮی ﺗﺼﺎدﻓﻲ در دﺳﺘﺮس ﺑﻴﻦ 007 ﻧﻔﺮ از ﺗﻤﺎﺷﺎﮔﺮان ﺗﻴﻢﻫﺎی اﺳﺘﻘﻼل و ﭘﻴﺮوزی ﺗﻮزﻳﻊ ﺷﺪ.ﭘﺎﻳﺎﻳﻲ ﭘﺮﺳﺸﻨﺎﻣﻪ در ﻣﻄﺎﻟﻌﺔ ﻣﻘﺪﻣﺎﺗﻲ از ﻃﺮﻳﻖ آﻟﻔﺎی ﻛﺮوﻧﺒﺎخ 68/0 ﺑﻪدﺳﺖ آﻣﺪ. ﺑﺮای ﺗﺠﺰﻳﻪ و ﺗﺤﻠﻴﻞ دادهﻫﺎ از روش آﻣﺎری Tﺗﻚﻣﺘﻐﻴﺮه و آزﻣﻮن Fاﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﻳﺞ ﻧﺸﺎن داد ﻛﻪ ﺳﻪ ﻋﺎﻣﻞ ﺟﺬاﺑﻴﺖ ﺑﺎزی، اوﻟﻮﻳﺖﻫﺎی ﺗﻤﺎﺷﺎﮔﺮان و وﺟﻮد اﻣﻜﺎﻧﺎت و ﺗﺴﻬﻴﻼتﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان در ورزﺷﮕﺎهﻫﺎ ﺗﺄﺛﻴﺮ ﻣﺜﺒﺖ داﺷﺘﻪ و ﺗﻨﻬﺎ ﻋﻮاﻣﻞ اﻗﺘﺼﺎدی ﺗﺄﺛﻴﺮی ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان ﻧﺪارد. ﻣﻨﺎﺳﺐ ﺑﻮدنﻗﻴﻤﺖ ﺑﻠﻴﺖ ﻣﺴﺎﺑﻘﺎت از ﺑﻴﻦ ﻋﻮاﻣﻞ اﻗﺘﺼﺎدی، اراﺋﺔ ﺑﺎزی ﺗﻬﺎﺟﻤﻲ ﺗﻮﺳﻂ ﺗﻴﻢ ﻣﻮرد ﻋﻼﻗﻪ از ﺑﻴﻦ ﻋﻮاﻣﻞ ﺟﺬاﺑﻴﺖ ﺑﺎزی، ﺑﺮﮔﺰاری ﻣﻨﻈﻢﻣﺴﺎﺑﻘﺎت ﻟﻴﮓ از ﺑﻴﻦ ﻋﻮاﻣﻞ اوﻟﻮﻳﺖﻫﺎی ﺗﻤﺎﺷﺎﮔﺮان و ورود و ﺧﺮوج آﺳﺎن از اﺳﺘﺎدﻳﻮم و ﭘﺎرﻛﻴﻨﮓﻫﺎ و ﻣﻨﺎﺳﺐ ﺑﻮدن ﺟﺎﻳﮕﺎه ﺗﻤﺎﺷﺎﮔﺮان از ﺑﻴﻦ ﻋﻮاﻣﻞ اﻣﻜﺎﻧﺎت و ﺗﺴﻬﻴﻼت ﺑﻴﺸﺘﺮﻳﻦ ﺗﺄﺛﻴﺮ را ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان در اﺳﺘﺎدﻳﻮم داﺷﺘﻨﺪ.
The purpose of this study was to examine various factors influencing spectator's attendance in professional soccer games in Tehran. This research was a descriptive survey. The questionnaire used in this study was developed by Green (1995), Hansen and Gauthier (1989), Kaskey (1999), Schofield (1983) and Zhang et al. (1995) in order to examine factors affecting spectator's attendance in sports played with a ball and and it was subsequently modified by the researcher in 4 scopes including economics, game attractiveness, spectator preferences and stadium facilities with 31 questions. After determining the sample, 700 questionnaires were distributed among the spectators of Esteghlal and Piroozi soccer teams via random sampling. Using Cronbach's Alpha, the reliability of questionnaire was estimated as 0.86. In order to analyze the data, one-variable T and F tests were used. The results indicated that the three factors of game attractiveness, spectator preferences and stadium facilities had a positive effect on fan's attendance and the economic factors had no effect on fan's attendance. Among economic factors, reasonable ticket price, among game attractiveness factors, the offensive play of the favorite team, among the spectator preferences, the regularity of the league and among stadium facilities, easy arrival and departure from stadium, parking and comfortable seats had the most effects on spectator's attendance in stadiums.
خلاصه ماشینی:
ﺟﺪول 3 – ﺗﺄﺛﻴﺮ ﻋﻮاﻣﻞ ﻣﺮﺑﻮط ﺑﻪ اوﻟﻮﻳﺖﻫﺎی ﺗﻤﺎﺷﺎﮔﺮان ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان ﺳﻄﺢ ﻣﻌﻨﺎداری اﻧﺤﺮاف ﺳﻄﺢ ﻣﻴﺎﻧﮕﻴﻦ ﺳﺆاﻻت t )50/0≤(P ﻣﻌﻴﺎر ﻣﺘﻮﺳﻂ اﺟﺮای ﺑﺮﻧﺎﻣﻪ ﻫﺎی ﺳﺮﮔﺮم ﻛﻨﻨﺪه و ﺗﻔﺮﻳﺤﻲ ﻗﺒﻞ 100/0 99/65 77/0 66/4 3 از ﺑﺎزی و ﺑﻴﻦ دو ﻧﻴﻤﻪ در ورزﺷﮕﺎه وﺟﻮد ﺗﺒﻠﻴﻐﺎت ﻛﺎﻓﻲ در ﻣﻮرد زﻣﺎن و ﻣﻜﺎن 100/0 55/73 79/0 83/4 3 ﻣﺴﺎﺑﻘﺔ ﺗﻴﻢ ﻣﻮرد ﻋﻼﻗﻪ در رﺳﺎﻧﻪ ﻫﺎ ﺑﺮﮔﺰاری ﻣﺴﺎﺑﻘﻪ در ﺗﻌﻄﻴﻼت آﺧﺮ ﻫﻔﺘﻪ 100/0 96/62 51/1 61/4 3 )ﭘﻨﺠﺸﻨﺒﻪ ﻳﺎ ﺟﻤﻌﻪ( در ﺳﺎﻋﺖ 3 ﺑﻌﺪازﻇﻬﺮ ﺑﺮﮔﺰاری ﻣﺴﺎﺑﻘﻪ در ﺗﻌﻄﻴﻼت آﺧﺮ ﻫﻔﺘﻪ 100/0 46/91 13/1 79/3 3 )ﭘﻨﺠﺸﻨﺒﻪ ﻳﺎ ﺟﻤﻌﻪ( و ﺳﺎﻋﺖ 7 ﺑﻌﺪازﻇﻬﺮ ﺑﺮﮔﺰاری ﻣﺴﺎﺑﻘﻪ در ﻳﻜﻲ از روزﻫﺎی ﺷﻨﺒﻪ ﺑﺎ 100/0 07/13 60/1 37/1 3 ﭼﻬﺎرﺷﻨﺒﻪ و ﺣﺪود ﺳﺎﻋﺖ 3 ﺑﻌﺪاز ﻇﻬﺮ 100/0 54/93 39/0 93/4 3 ﻣﻨﺎﺳﺐ ﺑﻮدن وﺿﻌﻴﺖ آب و ﻫﻮا 100/0 97/02 53/1 60/4 3 اﺟﺘﻨﺎب ﺗﻤﺎﺷﺎﮔﺮان از ﺑﺪزﺑﺎﻧﻲ و ﺧﺸﻮﻧﺖ 100/0 83/84 58/0 55/4 3 ﻋﻀﻮ ﻛﺎﻧﻮن ﻫﻮاداران ﺑﺎﺷﮕﺎه ﻣﻮرد ﻋﻼﻗﻪ ﺑﻮدن ﭘﻮﺷﻴﺪن ﻟﺒﺎس ﺗﻴﻢ ﻣﻮرد ﻋﻼﻗﻪ ﺗﻮﺳﻂ ﺑﻴﺸﺘﺮ 100/0 34/85 67/0 76/4 3 ﺗﻤﺎﺷﺎﮔﺮان 100/0 90/44 49/0 65/4 3 ﺑﻪ ﻫﻤﺮاه دوﺳﺘﺎن ﺑﻪ اﺳﺘﺎدﻳﻮم رﻓﺘﻦ 100/0 81/41 15/1 18/3 3 اﻣﻜﺎن ﺣﻀﻮر ﺑﻪ ﻫﻤﺮاه ﺧﺎﻧﻮاده در اﺳﺘﺎدﻳﻮم ﻣﻮدب و ﺣﺎﻣﻲ ﺑﻮدن ﻛﺎرﻛﻨﺎن اﺳﺘﺎدﻳﻮم و ﻧﻴﺮوی 100/0 72/94 88/0 36/4 3 اﻧﺘﻈﺎﻣﻲ 100/0 86/98 45/0 38/4 3 ﺑﺮﮔﺰاری ﻣﻨﻈﻢ ﻣﺴﺎﺑﻘﺎت ﻟﻴﮓ ﻧﺸﺮﻳﺔ ﻣﺪﻳﺮﻳﺖ ورزﺷﻲ، ﺷﻤﺎرة 3، زﻣﺴﺘﺎن 8831 86 ﻧﺘﺎﻳﺞ ﺗﺤﻘﻴﻖ ﻧﺸﺎن ﻣﻲدﻫﺪ ﺑﺮﮔﺰاری ﻣﻨﻈﻢ ﻣﺴﺎﺑﻘﺎت ﻟﻴﮓ ﺑﺎ ﻣﻴﺎﻧﮕﻴﻦ 38/4 اوﻟﻮﻳﺖ اول و ﺑﻴﺸﺘﺮﻳﻦ ﺗﺄﺛﻴﺮ را ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان دارد و ﺑﺮﮔﺰاری ﻣﺴﺎﺑﻘﺎت در ﻳﻜﻲ از روزﻫﺎی ﺷﻨﺒﻪ ﺗﺎ ﭼﻬﺎرﺷﻨﺒﻪ ﺑﺎ ﻣﻴﺎﻧﮕﻴﻦ 37/1 ﺗﺄﺛﻴﺮی ﺑﺮ ﺣﻀﻮر ﺗﻤﺎﺷﺎﮔﺮان در اﺳﺘﺎدﻳﻮم ﻧﺪارد.