نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران
2 گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران
3 دانشگاه مازندران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Background and objectives: The architecture of sports facilities significantly influences customer attraction and retention. In this context, architects must consider various factors when designing sports spaces. Sports architecture is not merely a simple element within urban areas; it is generally characterized by large scale and complex structures that have considerable impacts on the urban environment. Historically, the architecture of sports facilities was limited to form and function, but today, these venues incorporate beautiful design elements along with unique features, moving away from the uniform layouts of the past. Sports complexes are categorized as distinctive architectural structures, where form, function, and meaning are closely intertwined with urban design principles. The concept of sports is deeply intertwined with the history and culture of every nation, and architecture can serve as a foundation for sporting activities. The design of sports facilities plays a crucial role in attracting more customers and spectators, necessitating greater attention from designers, architects, and builders in this field. The design of stadiums is pivotal in customer attraction, and the ideas of architects in this domain set these Buildings apart. Therefore, achieving this goal requires that fundamental factors and variables influencing the design and construction be taken into account in every sports construction project. Design is a creative process undertaken by architects, and they must consider numerous factors when designing sports spaces. Accordingly, the primary objective of this research is to examine and identify the architectural elements that impact the attraction and retention of customers in sports facilities.
Materials and Methods: The study’s statistical population included all stakeholders in the sports sector, including designers, architects, athletes, coaches, customers, managers, faculty members, and academic experts. The sampling method employed was non-random and purposive, based on accessibility. Interviews were conducted with 11 experts in the fields of sports management and architecture. Following the interviews, a list of 36 effective architectural codes related to customer attraction and retention in sports facilities was identified and ultimately categorized into eight domains. To further investigate these items, a Delphi group was formed (over two rounds) consisting of 10 experts, seven of whom were also part of the interview group. Members of the Delphi group provided their opinions by selecting “yes” or “no” to confirm or reject the 36 identified concepts. To assess the perspectives of the studied community, a questionnaire was developed using a 5-point Likert scale. After validating its content, the questionnaire was distributed to the members of the Delphi group, and the importance of the components was analyzed using SPSS software and Friedman test.
Results and Conclusion: The findings of this study indicate that the components of accessibility, proportions, social aspects, physical attributes, technology, environmental considerations, visual elements, and non-visual factors significantly influence the attraction and retention of customers in sports facilities. Today, sports have become a fundamental element in public space regeneration projects due to their dual value: the ability to engage diverse groups and demographics, and the central role they can play in the mechanisms of physical and social health education within communities. At the heart of this objective lies the growing need for environments that promote physical activity through safe and accessible public spaces and infrastructure, which are integral to urban development and encourage sports as part of the overall redesign of public areas.
The location of a sports facility serves as a marketing element that influences consumers’ decisions to purchase sports-related products, providing added value in informing and stimulating demand for these offerings.
کلیدواژهها [English]
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