طراحی مدل توسعه مزیت رقابتی در صنعت گردشگری ورزشی شمال کشور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران

2 استادیار مدیریت ورزشی، واحد ساری، دانشگاه آزاداسلامی، ساری، ایران

3 استادیار مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران

چکیده

طرح مسأله: مزیت رقابتی همان چیزی است که موجب می‌شود که یک برند در نظر مشتریانِ خود بهتر از رقبایتان به‌ نظر برسد. گردشگری ورزشی حوزه نوظهور و مشترک ورزش و توریسم است. با وجود اینکه شناسایی و تحلیل مزیت های رقابتی جزو الزمات اصلی کسب و کارهای حوزه صنعت گردشگری ورزشی اما تاکنون چارچوب و ابزار مناسبی جهت ارزیابی آن ارائه نشده است. هدف از این پژوهش طراحی مدل مزیت رقابتی در صنعت توریسم ورزشی شمال کشوراست.
روش تحقیق: روش تحقیق از نوع توصیفی - همبستگی می‌باشد. جامعه آماری شامل صاحب‌نظران و متخصصان گردشگری ورزشی در شمال کشور می باشد. نمونه آماری به تعداد قابل کفایت جهت آزمون مدل به روش هدفمند و دردسترس انتخاب و نظرخواهی گردید (246 نفر). ابزار پژوهش پرسشنامه محقق ساخته براساس مطالعه کتابخانه‌ای و مصاحبه‌های نیمه‌اکتشافی هدایت شده است. روایی محتوایی ابزار با استفاده از نظر متخصصان (11 نفر)، پایایی آن با استفاده از روش آلفای کرونباخ (92/0) و روایی سازه آن با استفاده از شاخص‌های برازش مدل ارزیابی و تایید گردید و از نرم افزار Smart pls برای تحلیل داده‌ها استفاده شده است.
نتایج: تمامی عوامل شناسایی و در چهار منظر اصلی شامل منابع، قابلیت‌ها، استراتژی‌ها و مزیت‌های رقباتی چارچوب‌بندی شده اند. نتایج تحلیل مسیر نشان داد که منابع رقابتی به ترتیب با ضرایب 40/0، 78/0، و 21/0 بر قابلیت های رقابتی اثر مثبت، مستقیم و معنی‌دار دارد و همچنین استراتژی‌های رقابتی با ضرایب 582/0 و 348/0 به ترتیب بر قابلیتهای رقابتی و مزیت رقابتی دارای اثر مثبت، مستقیم و معنی‌دار دارند. قابلیتهای رقابتی نیز با ضریب 454/0 بر مزیت رقابتی اثر معنی‌داری دارند.

کلیدواژه‌ها

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