طراحی مدل برگزاری رویدادهای بزرگ ورزشی با تاکید بر توسعه برند ملی

The present study seeks a model for holding major sporting events with an emphasis on national brand development. The research method is a mixture of qualitative and quantitative. In the quantitative part, the statistical population, including professors and sports activists, and the statistical sample was done by stratified random sampling. Adequate number for modeling in pls software was 300 people, all inferential statistical tests were used in SPSS24 software and for structural modeling and measuring multiple relationships between variables, smart pls were used. In the qualitative section and after coding the interviews, 59 effective components were identified. The results of the fuzzy Delphi technique section were reduced to 35 cords in four components. Exploratory factor analysis classified 35 identified indicators into 8 categories: national branding, business, managerial, event specificity, brand capability, event marketing, performance and resources. The results of path analysis showed that the event specificity factor has a positive effect on brand capability and has no effect on national and commercial branding. Event marketing has a positive effect on event specificity and performance. Management factors have a positive effect on marketing and business, a negative effect on performance and no effect on the nature of the event. Commercial factors do not have a significant effect on national branding. Brand capability has no significant effect on national branding and no significant effect on resources. The framework of the present research can create an understanding of the dimensions of the event brand based on their relationship with a set of event activities. Based on the model, it is possible to make an objective assessment of the level of management activities in each sporting event and provide the necessary scientific information on all the appropriate measures that sports organizations should take to brand a sporting event.