شناسایی عناصر تأثیرگذار معماری اماکن ورزشی بر جذب و حفظ مشتریان

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

اهداف و پیشینه: معماری اماکن ورزشی بر جذب و حفظ مشتریان مؤثر است. برای طراحی فضاهای ورزشی باید معمار به عواملی توجه کند. معماری ورزشی فقط یک عنصر ساده در مناطق شهری نیست؛ به‌طورکلی، معماری ورزشی از نظر اندازه، بزرگ و دارای ساختار پیچیده‌ای است که اثرات زیادی بر محیط شهری دارد. در گذشته معماری اماکن ورزشی در فرم و عملکرد خلاصه می‌شد، اما امروزه این اماکن دارای المان‌های طراحی زیبا، به‌همراه ویژگی‌های منحصربه‌فرد هستند و می‌توان گفت فرم ورزشگاه از پلان‌های یکنواخت گذشته خارج شده است. مجموعه‌های ورزشی، از ابعاد بسیاری، جزء بناهای خاص معماری محسوب می‌شوند که در آنها فرم، عملکرد، و معنا رابطة تنگاتنگی با اصول طراحی شهری دارند. امر ورزش با تاریخ و فرهنگ هر ملتی عجین شده است و در این میان معماری می‌تواند بسترساز فعالیت‌های ورزشی باشد. معماری اماکن ورزشی و ایده‌های طراحان، معماران، و سازندگان در جذب هرچه بیشتر مشتری و تماشاگر به این اماکن نقش مهمی دارد و لازم است آنها توجه هرچه بیشتری به این بناها و تمایزشان از سایرین داشته باشند. بنابراین، برای رسیدن به این هدف باید در هر پروژة عمرانی ـ ورزشی، سازندگان عوامل و متغیرهای اساسی مؤثر در امر طراحی و ساخت این بناها را نیز در نظر بگیرند. بر همین اساس، هدف اصلی در تحقیق حاضر، بررسی و شناسایی عناصر مؤثر بر جذب و حفظ مشتریان در معماری اماکن ورزشی است.
 
مواد و روش‌ها: جامعة آماری تحقیق حاضر شامل همة ذی‌نفعان حوزة ورزش از طراحان و معماران تا ورزشکاران، مربیان، مشتریان، مدیران، اساتید و خبرگان دانشگاهی بودند. روش نمونه‌گیری تحقیقْ غیرتصادفی از نوع هدفمند و در دسترس بود. با 11 نفر از خبرگان در حیطة مدیریت ورزشی و معماری مصاحبه شد. پس از انجام مصاحبه‌ها فهرستی شامل 36 کد مؤثر معماری مجموعههای ورزشی در جذب و حفظ مشتری شناسایی و درنهایت در 8 حیطه دستهبندی شد. سپس به‌منظور بررسی گویه‌ها از تشکیل گروه دلفی (در دو دور) شامل 10 نفر از صاحبنظران که 7 نفر از آنها با گروه مصاحبه‌شوندگان مشترک بود، استفاده شد. اعضای گروه دلفی با انتخاب گزینة بله یا خیر برای تأیید یا رد 36 مفهوم به‌دست‌آمده، اظهارنظر کردند. برای ارزیابی دیدگاه جامعة مورد مطالعه، پرسش‌نامه‌ای در مقیاس 5 ارزشی لیکرت، پس از بررسی روایی، در اختیار اعضای گروه دلفی قرار گرفت و سپس به‌ترتیب اهمیت مؤلفه‌ها با استفاده از نرمافزار SPSS و انجام آزمون فریدمن بررسی شد.
نتایج و جمع‌بندی: یافته‌های تحقیق نشان داد مؤلفه‌های دسترسی، تناسبات، اجتماعی، کالبدی، فناوری، محیط زیست، بصری، و غیربصری در جذب و حفظ مشتریان اماکن ورزشی مؤثر هستند. امروزه ورزش یکی از عناصر اصلی پروژههای بازآفرینی فضای عمومی، به‌دلیل ارزش دوگانة آن، است: درگیر کردن گروه‌ها و دسته‌های جمعیتی به طور فزاینده می‌تواند نقشی محوری در سازوکارهای آموزش سلامت جسمی و اجتماعی جوامع داشته باشد. در قلب این هدف، در بازطراحی کلی فضاهای عمومی، نیاز روزافزون به ساخت محیط‌ها و فضاها و زیرساخت‌های عمومی ایمن و قابل‌دسترس احساس می‌شود که، به‌مثابة بخشی جدایی‌ناپذیر از توسعة شهری، بتواند فعالیت بدنی و ورزش را هم تشویق کند و ارتقا دهد. مکان یک عنصر بازاریابی است که برای تأثیرگذاری بر مصرف‌کنندگان برای خرید محصولات، که در اینجا محصول مد نظر ورزش است، عرضه می‌شود و ارزش افزوده‌ای را در اطلاع‌رسانی و تشویق تقاضا برای آن محصولات فراهم می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying the influential elements of the architecture of sports venues on attracting and retaining customers

نویسندگان [English]

  • Elham Arefpour 1
  • Morteza Dousti 2
  • Seyyed Mohammad Hossein Razavi 3
1 MSc in Sports Management, University of Mazandaran, Babolsar, Iran
2 Department of sport management, faculty of sport sciences, University of Mazandaran, Babolsar, Iran
3 University of Mazandaran
چکیده [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 characterised by large-scale, complex structures that have considerable impacts on the urban environment. Historically, the architecture of sports facilities merely focused on form and function. Today. However, these venues incorporate beautifully designed elements and bespoke features, moving away from the uniform configurations of the past. Sports complexes are now recognised as distinct structures, where form, function, and meaning are closely intertwined with urban design principles. The concept of sports is deeply associated with the history and culture of every nation, and architecture can serve as a ground-maker for sporting activities. The design of sports facilities plays a crucial role in attracting customers and spectators, necessitating greater attention from designers, architects, and builders, with architectural ideas able to set these buildings apart. Achieving this goal requires every essential factor and variable be taken into account. Accordingly, the primary objective of this research is to examine and identify the architectural elements that enhances 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 purposeful. Interviews were conducted with 11 experts in the fields of sports management and architecture. Following the interviews, a list of 36 concepts was drafted, and then categorised 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 having taken part in the first interview. Members of this group provided their opinions by answering ‘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 components were sorted in order of importance using SPSS software and Friedman test.
Results and Conclusion: The findings indicate that 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. Which is due to their dual potential: the ability to engage diverse demographical groups, and the role they can play in physical and social health education within communities. At the heart of this objective lies a growing need for environments that promote physical activities through safe and accessible public spaces and infrastructure, which are integral to urban development and encourage sports as a part of the overall redesign of public areas. Also, 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]

  • Accessibility
  • Sports Architecture
  • Proportions
  • Visual Elements

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  • تاریخ دریافت: 12 تیر 1402
  • تاریخ بازنگری: 20 بهمن 1402
  • تاریخ پذیرش: 29 آذر 1403

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