نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران
2 کارشناس ارشد مدیریت ورزشی، موسه آموزش عالی سناباد گلبهار، گلبهار، ایران
3 استاد گروه رفتار حرکتی و مدیریت ورزشی دانشگاه فردوسی مشهد
چکیده
هدف از پژوهش حاضر تدوین مدل عوامل مؤثر بر برندسازی داخلی هنرستان های غیرانتفاعی تربیت بدنی شهرستان مشهد بود. این پژوهش از نظر هدف، کاربردی است، که به شیوه آمیخته انجام شد. در این پژوهش، جامعه آماری در دو بخش کیفی و کمی مجزا بود که جامعه آماری در بخش کیفی شامل اساتید و متخصصان صاحب نظر در زمینه برندسازی و ورزش مدارس بود. روش نمونه گیری در بخش کیفی به صورت هدفمند بود که پس از مصاحبه نهم داده ها به اشباع نظری رسید. در بخش کمی جامعه آماری این پژوهش شامل تمامی کارشناسان تربیت‌بدنی اداره کل آموزش و پرورش و ادارات نواحی هفت گانه آموزش و پرورش مشهد و منطقه تبادکان، مدیران هنرستان‌ها و مدارس غیرانتفاعی تربیت‌بدنی و معلمان تربیت‌بدنی مشهد بود که در نهایت تحلیل بر روی 277 پرسشنامه انجام گردید. ابزار پژوهش در بخش کیفی مصاحبه نیمه ساختاریافته و در بخش کمی، پرسشنامه محقق ساخته بود که پایایی و روایی سازه آن توسط تحلیل عاملی تائیدی مورد بررسی و برازش قرار گرفت. به منظور تجزیهوتحلیل داده‌ها از آمار توصیفی برای به طبقه‌بندی داده‌ها و آزمون فرضیه‌های تحقیق از مدل‌های تحلیل عاملی تأییدی در نرم‌افزار Smart PLS و آزمون رتبه‌بندی فریدمن و تحلیل عاملی اکتشافی در نرم‌افزار SPSS استفاده شد. یافته ها در مجموع 10 عامل اصلی در زمینه برندسازی هنرستان های غیرانتفاعی تربیت بدنی شهرستان مشهد شناسایی کرد. یافته‌های آزمون رتبه بندی فریدمن نشان داد که بین مولفه های موثر در برندسازی داخلی مدارس غیرانتفاعی ورزشی شهرستان مشهد، از نظر اولویت تفاوت معنی‌داری وجود دارد.
کلیدواژه‌ها
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