شناسایی موانع برندسازی شهری از طریق ورزش

The aim of this study was to identify barriers to urban branding through sports. The current research was applied in terms of purpose, in terms of a descriptive-survey implementation method, in terms of the place of data collection, it was a field-library. The statistical population of the study was the faculty members in the fields of sports management, urban marketing, geography and urban planning, sports managers, city managers (municipal and provincial), sports coaches, sports heroes and students. Sampling In this study, 10 people were considered for each variable, and finally, 322 correct questionnaires were returned. The instrument used in this study was a researcher-made questionnaire. The content validity of the questionnaire was confirmed by 10 sports management experts; And then the reliability, convergent validity and divergent validity of the questionnaire were examined and confirmed. Descriptive and inferential statistics were used for data analysis in the form of SPSS 24 and Smart PLS 3 software. The results showed that barriers to urban branding through sports included 7 dimensions: socio-cultural, economic, political, media, sports infrastructure, urban infrastructure, and management. Also, the T-value and significance level were more than 1/96 and less than 0/05, respectively, and the standardized factor load value for all questions in the questionnaire was more than 0/4. Also, the results of the binomial test showed that with %95 probability, the 7 identified components can be considered as barriers to urban branding through sports. Given the importance and high potential of urban branding through education in the promotion and development of cities, managers and policymakers can ensure the success of cities by adopting appropriate strategies to remove the obstacles identified in this study.