Document Type : Applied, Analytical–Descriptive, Survey
Authors
1 MSc in Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran
2 Professor of Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran
3 Assistant Professor of Sports Management, Faculty of Sports Sciences, Urmia University, Urmia, Iran.
Abstract
In today’s competitive regional and global landscape, cities must adopt innovative strategies for achieving a sustainable urban brand. Among these strategies, sport is recognized as a powerful tool for enhancing a city's image, fostering social cohesion, and promoting sustainable development. Urmia, with its distinguished background in volleyball, possesses significant potential to contribute in this realm. However, no scientifically grounded framework has yet been proposed to leverage this potential for urban branding and development. This study aims to identify and analyze effective strategies for sustainable city branding in Urmia through volleyball, using a multidimensional urban development approach. The research employed a mixed-methods design (qualitative–quantitative). In the qualitative phase, literature review and expert interviews were conducted, leading to the development of a researcher-made questionnaire. The statistical population included university faculty members in sports and urban management, sports administrators, branding specialists, media representatives, former athletes, volleyball players, and cultural officials. A total of 142 participants were selected via convenience sampling. Data collection was carried out using the validated questionnaire, whose reliability and validity were confirmed. Confirmatory factor analysis revealed 33 key strategies categorized into nine main dimensions: development of sports infrastructure, hosting sporting events, promotion of sports tourism, enhancement of international diplomacy, fostering community participation and culture, marketing and communication, management and resource development, education and capacity building, and strengthening the city's identity and reputation. All t-values exceeded 1.96, significance levels were below 0.05, and standardized factor loadings for all items surpassed 0.40. By offering a comprehensive framework for volleyball-based urban branding in Urmia, this study provides urban and sports managers with actionable insights for leveraging sport as a pathway to sustainable urban development.
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