نوع مقاله : کاربردی

نویسندگان

1 استادیار مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.

2 دانشجوی دکتری مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.

3 استاد مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.

4 دانشیار گردشگری ورزشی، گروه مدیریت مهندسی و علوم تصمیم‌گیری، دانشکدۀ علوم و مهندسی، دانشگاه حمد بن خلیفه، دوحه، قطر.

چکیده

برندسازی شهری با تقویت هویت، جذب گردشگر و ارتقای رشد اقتصادی، جایگاه ویژه‌ای در توسعۀ شهرها دارد. بااین‌حال، در تهران ظرفیت‌های فرهنگی و اجتماعی، به‌ویژه مشارکت زنان در ورزش، به‌دلیل پوشش رسانه‌ای محدود، سیاست‌گذاری ناکافی و نگرش‌های مردمحور، کمتر مورد بهره‌برداری قرار گرفته است. این پژوهش با هدف بررسی تأثیر مشارکت ورزشی زنان و بازنمایی رسانه‌ای آن بر برندسازی شهری تهران انجام گرفت. مطالعه از نظر هدف، کاربردی و از نظر روش، توصیفی-پیمایشی است. داده‌ها به‌صورت میدانی و کتابخانه‌ای گردآوری شدند. در میان ورزشکاران زن، مربیان، مدیران ورزشی و مسئولان شهرداری تهران، با نمونه‌گیری دردسترس پرسشنامه توزیع و ۳۴۲ پرسشنامۀ معتبر جمع‌آوری شد. برای سنجش متغیرهای پژوهش شامل هویت شهری، تصویر شهر، رقابت‌پذیری، مشارکت زنان در ورزش و پوشش رسانه‌ای، از پرسشنامه‌های استاندارد با مقیاس لیکرت استفاده شد. روایی پرسشنامه‌ها به تأیید متخصصان رسید و پایایی آن‌ها با آلفای کرونباخ بالاتر از 7/0 تأیید شد. تحلیل داده‌ها با نرم‌افزارهای SPSS-25 و SmartPLS-3 و آزمون‌های بوت‌استرپ و سوبل نشان داد مشارکت زنان در ورزش بر برندسازی شهری اثر معنادار دارد (001/0 p<؛ 42/0=β) و پوشش رسانه‌ای نقش میانجی تقویت‌کنندۀ این رابطه را ایفا می‌کند (%15= VAF). این نتایج لزوم توجه به راهبردهای رسانه‌ای، توسعۀ زیرساخت‌های ورزشی و ایجاد فرصت‌های حضور زنان در سطوح مختلف ورزشی را برای ارتقای برند شهری و دستیابی به توسعۀ پایدار نشان می‌دهد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Urban Branding through Women’s Sports: Exploring the Interplay of Media Representation and City Image

نویسندگان [English]

  • Meysam Noori Khanyourdi 1
  • Sakineh Lotfi Fard Shokarloo 2
  • Mir Hassan Seyyed Ameri 3
  • Kamilla Swart 4

1 Assistant Professor of Sport Management, Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran.

2 PhD Student in Sport Management, Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran.

3 Full Professor of Sport Management, Department of Motor Behavior and Sport Management, Faculty of Sports Sciences, Urmia University, Urmia, Iran.

4 Department of Engineering Management and Decision Sciences, College of Science and Engineering, Hamad Bin Khalifa University, Doha, Qatar.

چکیده [English]

Urban branding is a critical component of urban development, as it contributes to economic growth, attracts tourism, and strengthens identity. However, Tehran’s cultural and social assets, particularly women’s participation in athletics, are underutilized as a result of inadequate policymaking, limited media coverage, and male-centric perspectives. This study examines the impact of women’s sports participation and its media representation on Tehran’s urban branding. The research is descriptive-survey in method and applied in purpose. Convenience sampling was employed to acquire a total of 342 valid questionnaires from female athletes, coaches, sports managers, and Tehran municipality officials. Standard Likert-scale questionnaires were employed to measure the variables, including urban identity, city image, competitiveness, women’s sports participation, and media coverage. The instruments’ reliability was affirmed by Cronbach’s alpha coefficients  that exceeded 0.7, and their validity was verified by sports management experts. The data were analyzed using SPSS-25 and SmartPLS-3, with the bootstrap and Sobel tests being implemented. The results indicated that urban branding was significantly positively impacted by women’s sports participation (β = 0.42, p < 0.001), with media coverage functioning as a mediating factor that exacerbated this relationship (VAF = 15%). The significance of targeted media strategies, the development of sports infrastructure for women, and the creation of opportunities for their participation at various sporting levels to enhance the city brand and accomplish sustainable development is underscored by these findings.

کلیدواژه‌ها [English]

  • City Image
  • Media Representation
  • Urban Branding
  • Urban Development
  • Women’s Sports
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