مدل اجراي بازي وارسازي در سازمان هاي ورزشي با تمركز بر ارزش هاي فرهنگي

The present study was conducted with the aim of designing a model for implementing gamification in sports organizations with an emphasis on cultural values. The research method was exploratory mixed an‎d the study was conducted in two qualitative an‎d quantitative parts. In the qualitative part, the content analysis method was used an‎d 15 experts familiar with sports management in the country were selec‎ted purposefully an‎d by snowball method. Data were collected through semi-structured interviews an‎d the interview process continued until theoretical saturation was achieved. In order to examine the validity an‎d reliability of the research instrument, the Holstey coefficient, P-Scott, Cohenʹs kappa an‎d Krippendorff alpha indices were used. The results of the qualitative part show that the themes included human resource empowerment an‎d training, design an‎d implementation of gamification elements, organizational interactions an‎d social communications, culture building an‎d indigenous identity, as well as participatory leadership an‎d change management. Qualitative analysis revealed that attention to cultural an‎d social contexts, the use of a game-based reward system, the design of purposeful competitions, an‎d the creation of a sense of belonging an‎d participation play an effective role in the acceptance an‎d successful implementation of gamification. In the quantitative phase, the statistical population included experts from Iranian sports organizations, an‎d a purposive sampling of 15-20 experts (based on the qualitative phase) was conducted. The research tool was the ISM matrix questionnaire (Interpretive Structural Modeling), which validated the causal-disability relationships an‎d the hierarchy of components an‎d explained the final model. Interaction analysis an‎d MICMAC an‎d ScenarioWizard software were also used. The results showed that four drivers, including game-based motivation an‎d reward, paths of progress an‎d competition, promotion of indigenous values, an‎d participatory leadership, have the greatest impact. Based on these drivers, three strategic scenarios were developed for implementing cultural gamification in sports organizations, emphasizing active employee participation, game-based training, managerial innovation, cultural bran‎ding, an‎d digital transformation.

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