Purpose: In recent years, due to the increasing interest of Iranian fans in Formula One races, the issue of attracting and maintaining the loyalty of this group of people has become one of the main concerns for organizations related to this sport, including the Iranian Motorcycling and Automobile Racing Federation. is In this regard, designing and implementing a comprehensive and practical model to increase the loyalty of Formula One fans in Iran plays a very important role in the success and development of this sport in the country, which is the goal of this research.
Method: The current research is practical in terms of purpose and was conducted using a qualitative method using a descriptive phenomenological approach. The people participating in the research included experts related to the subject, and 21 of the mentioned people were selected as a sample. The sampling method was purposeful and snowball, and the sampling was carried out as long as it was possible to extract non-repetitive concepts from the interviews; continued The data collection tool in the qualitative part of the interview was a semi-structured interview, and in order to review and categorize the information, MaxQuda version 20 software was used. Validity, transferability, trustworthiness and verifiability criteria were used to determine validity and reliability.
Results: detailing and analyzing the findings obtained from the information of the participants in the research; Effective factors in the loyalty of Formula One fans in Iran include: 60 sub-themes in the form of 6 main themes of individual factors, social factors, economic factors, technical factors, motivational factors, moral factors and the consequences of the loyalty of Formula One fans in Iran including: 37 themes In the form of 5 main themes of economic development, increasing awareness, increasing popularity, media development and increasing the capacity of fans.
Conclusion: The effort to improve and strengthen each of the themes expressed in this research will increase the satisfaction and loyalty of the fans. |
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