Designing a Model of Sponsorship Barriers Management for Women’s Sports in Iran

Designing a Model of Sponsorship Barriers Management for Women’s Sports in Iran

Solmaz shomali ¹ , Sara keshkar ^2

1. Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba’i, Tehran, Iran. E-mail: shomalisolmaz@gmail.com

2. Corresponding Author, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba’i, Tehran, Iran. E-mail: sarakeshkar@gmail.com

Article Info ABSTRACT

Article type:

Research Article

Article history:

Received:

6 December 2020 Received in revised form:

26 May 2021 Accepted:

30 May 2021 Published online:

16 September 2022

Keywords:

barriers,

championship sports, Iran,

sponsorship, women

Introduction: The purpose of this study was to design a model for managing barriers of sponsorship for Iranian women's championship sports, using grounded theory based on the Strauss-Corbin’s approach.

Methods: The research participants consisted of experts in the field of women's sports, including professors of sports management, researchers in the field of women's studies, managers and officials of sports organizations, coaches, athletes, managers of private companies selected according to the triangulation technique. The participants were selected first by purposive sampling method and then by theoretical sampling method. The interview with the experts started with 10 people and continued until the theoretical saturation was reached, and finally 21 people participated in the interview. Open, axial and selective coding were used to analyze the data.

Results: In the selective coding stage, the components of the coding paradigm were described; Pattern, drawing and theory were developed and presented. Finally, 8 main components and 21 sub-components were extracted and presented in the form of a theoretical model based on the data theory of the foundation.

Conclusion: According to the results, the management of sponsorship barriers for women's championship sports has different dimensions, and simultaneous attention to all dimensions and removal of barriers will attract sponsors and comprehensive development and more women's championship sports in the country.

Cite this article: shomali, S., & keshkar, S. (2022). Designing a Model of Sponsorship Barriers Management for Women’s Sports in Iran. Sport Management Journal, 56 (1), 273-292.

DOI: http//doi.org/10.22059/JSM.2021.311881.2601

© The Author(s). Publisher: University of Tehran, Faculty of Sport Sciences and Health.

Introduction

The purpose of this study was to design a model for managing barriers of sponsorship for Iranian women's championship sports, using grounded theory based on the Strauss-Corbin’s approach. Today, the role of women in social activities has become more prominent than in the past, but unfortunately their presence in sports activities, especially championship sports, is accompanied by limitations, championship sports are an arena for women's self-confidence and prosperity and are breaking the symbols of misogyny in society. The presence of women as an important part of our society in the field of championship sports is an undeniable necessity (Qassimi and Keshkar, 2011). In recent years there has been a slow changes in women's sports around the world, with women becoming more recognized as athletes and praised for their performance on the field (Morgan, 2019). The relationship between women and the global economy of sports is changing. Nielsen Sports has shown that there are three growth factors in women's sports. First, because women's sport is generally unexploited commercially, there is significant opportunity for growth.

Second, brands demand sports organizations in women's sports and provide access to female fans. Thirdly, there is a growing demand for sport that is socially conscious and promotes equality. Given the professional growth and commercial potential of women's sport, a greater understanding of financial support in this area seems timely.

But in fact, why are not sponsors attracted to women's sports in our country, and despite drawing the attention of financial sponsors to women's sports in the world in our country, unfortunately is this still neglected?

Therefore, this research seeks to answer the questions of what are the obstacles to the financial support of Iranian women's championship sports and what model can be provided to improve it?

This research is a type of qualitative research, the data of which was conducted using nominal group interviews.

Interviewing using a nominal group refers to conducting individual interviews with individuals selected in a purposeful selection based on the possibility of freely presenting opinions and conducting in-depth interviews (Almenstein and Reuter, 1995) and to analyze its data using the content analysis method based on the analysis method. Grounded theory coding was used with the Strauss-Corbin approach. Based on this, an effort was made to collect data from various people who were somehow related to the research topic or had specialized fields, experience, or related research. In this way, the statistical population of the research is experts in the field of women's sports, including professors of sports management with works related to women's studies, researchers in the field of women's studies, managers and officials of sports organizations (student sports, federations and education), Coaches, athletes, sociologists, and psychologists were formed and people participated in the interview using the method of targeted and theoretical sampling until the theoretical saturation limit was reached.

Methods

The research participants consisted of experts in the field of women's sports, including professors of sports management, researchers in the field of women's studies, managers and officials of sports organizations, coaches, athletes, managers of private companies selected according to the triangulation technique. The participants were selected first by purposive sampling method and then by theoretical sampling method. The interview with the experts started with 10 people and continued until the theoretical saturation was reached, and finally 21 people participated in the interview.

Open, axial and selective coding were used to analyze the data.

Results

In the selective coding stage, the components of the coding paradigm were described; Pattern, drawing and theory were developed and presented. Finally, 8 main components and 21 sub-components were extracted and presented in the form of a theoretical model based on the data theory of the foundation.

Conclusion

The discussion of women's championship sports is more and more attention nowadays and the policies of the International Olympic Committee are completely in line with increasing the presence of women in world sports events, so this shows the necessity of planning for the development of women's championship sports more and more. In the axial coding stage, the link between the categories under the headings of causal conditions of socio-cultural challenges, managerial-legal challenges, infrastructure conditions of media challenges and economic challenges, and intervening conditions of structural constraints was obtained following corrective interactions in Structural-executive and culture-building can help overcome these barriers. In the selective coding stage, the components of the coding paradigm were described; Pattern, drawing and theory were developed and presented. Finally, 8 main components and 21 sub- components were extracted and presented in the form of a theoretical model based on the data theory of the foundation. According to the results, the management of sponsorship barriers for women's championship sports has different dimensions, and simultaneous attention to all dimensions and removal of barriers will attract sponsors and comprehensive development and more women's championship sports in the country. The optimal model presented in this research can be used as an analytical tool for the practice of Iranian women's championship sports, so that it can logically and

of Iranian sports.

Ethical Considerations Compliance with ethical guidelines:

Funding: The research was done without using financial resources Authors’ contribution: All authors contributed to the present article.

Conflict of interest: The authors have no conflicts of interest Acknowledgments: This research was done with the cooperation of research participants.

وﺪﺗ ﯾ ﻦ ﻮﮕﻟا ي ﺪﻣ ﯾ ﺮ ﯾ ﺖ ﺎﻤﺣ ﻊﻧاﻮﻣ ﯾ

ﺖ ﻟﺎﻣ ﯽ ﻧﺎﻣﺮﻬﻗ شزرو ﯽ

نﺎﻧز ناﺮﯾا

زﺎﻤﻟﻮﺳ ﯽﻟﺎﻤﺷ ، 1

ﺮﮑﺸﮐ ارﺎﺳ

2



1.

هوﺮﮔ ﯽﺷزرو ﺖﯾﺮﯾﺪﻣ ،

هﺪﮑﺸﻧاد ﯽﺷزرو مﻮﻠﻋ و ﯽﻧﺪﺑ ﺖﯿﺑﺮﺗ ،

هﺎﮕﺸﻧاد ،ﯽﯾﺎﺒﻃﺎﺒﻃ ﻪﻣﻼﻋ ناﺮﻬﺗ

، :ﻪﻣﺎﻧﺎﯾار .ناﺮﯾا shomalisolmaz@gmail.com

2.

،لوﺆﺴﻣ ةﺪﻨﺴﯾﻮﻧ هوﺮﮔ

ﯽﺷزرو ﺖﯾﺮﯾﺪﻣ ،

هﺪﮑﺸﻧاد ﺖﯿﺑﺮﺗ ﯽﺷزرو مﻮﻠﻋ و ﯽﻧﺪﺑ ،

هﺎﮕﺸﻧاد ناﺮﻬﺗ ، ناﺮﻬﺗ ، :ﻪﻣﺎﻧﺎﯾار .ناﺮﯾا sarakeshkar@gmail.com

ﻪﻟﺎﻘﻣ تﺎﻋﻼﻃا هﺪﯿﮑﭼ

:ﻪﻟﺎﻘﻣ عﻮﻧ ﯽﺸﻫوﮋﭘ ﻪﻟﺎﻘﻣ

رﺎﺗ ﯾ ﺦ رد ﯾ ﺖﻓﺎ : 16 / 09 / 1399

:يﺮﮕﻧزﺎﺑ ﺦﯾرﺎﺗ 05

/ 03 / 1400

رﺎﺗ ﯾ ﺦ ﺬﭘ ﯾ شﺮ : 09 / 03 / 1400

رﺎﺗ ﯾ ﺦ رﺎﺸﺘﻧا : 25 / 06 / 1401

ﺪﯿﻠﮐ هژاو :ﺎﻫ ،ﻊﻧاﻮﻣ ،ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ

،ﯽﻧﺎﻣﺮﻬﻗ شزرو نﺎﻧز

ﻪﻣﺪﻘﻣ

: فﺪﻫ ا مﺎﺠﻧا زا ﯾ ﻦ ﻘﺤﺗ ﯿ

،ﻖ ﺣاﺮﻃ ﯽ ﻮﮕﻟا ي ﺪﻣ ﯾﺮ ﯾ ﺖ ﺎﻤﺣ ﻊﻧاﻮﻣ ﯾ ﺖ ﻟﺎﻣ ﯽ ﻧﺎﻣﺮﻬﻗ شزرو ﯽ

نﺎﻧز اﯾ ناﺮ دﻮﺑ .

:ﺶﻫوﮋﭘ شور ﺎﺑ ﻖﯿﻘﺤﺗ ﻦﯾا

ﺮﺑ ﻪﯿﮑﺗ ﮥﯾﺮﻈﻧ هداد دﺎﯿﻨﺑ سواﺮﺘﺳا دﺮﮑﯾور ﺮﺑ ﯽﻨﺘﺒﻣ -

ﻦﯿﺑرﻮﮐ مﺎﺠﻧا ﺷ ﺪ.

ﻪﻌﻣﺎﺟ ﺖﮐﺮﺷ

نﺎﻧز شزرو هزﻮﺣ رد ناﺮﻈﻧ ﺐﺣﺎﺻ ار ﻖﯿﻘﺤﺗ رد نﺎﮔﺪﻨﻨﮐ ﻞﻣﺎﺷ

ﺪﯿﺗﺎﺳا ﺖﯾﺮﯾﺪﻣ

،ﯽﺷزرو ناﺮﮕﺸﻫوﮋﭘ ﺣ

هزﻮ تﺎﻌﻟﺎﻄﻣ ،نﺎﻧز

ﻦﯿﻟﻮﺌﺴﻣ و ناﺮﯾﺪﻣ نﺎﻣزﺎﺳ

يﺎﻫ

،نﺎﯿﺑﺮﻣ ،ﯽﺷزرو ﻪﮐ ﯽﺻﻮﺼﺧ يرﺎﺠﺗ يﺎﻫ ﺖﮐﺮﺷ ناﺮﯾﺪﻣ ،نارﺎﮑﺷزرو

ﮏﯿﻨﮑﺗ ﺎﺑ ﻖﺑﺎﻄﻣ

ﻞﯿﮑﺸﺗ ،ﺪﻧﺪﺷ بﺎﺨﺘﻧا يزﺎﺳ ﺚﻠﺜﻣ ﻓﺪﻫ يﺮﯿﮔ ﻪﻧﻮﻤﻧ شور ﻪﺑ اﺪﺘﺑا نﺎﮔﺪﻨﻨﮐ ﺖﮐﺮﺷ بﺎﺨﺘﻧا .داد ﯽﻣ

شور ﺎﺑ ﻪﻣادا رد و ﺪﻨﻤ

ﻪﻧﻮﻤﻧ يﺮﯿﮔ ﺎﺑ ناﺮﻈﻧ ﺐﺣﺎﺻ ﺎﺑ ﻪﺒﺣﺎﺼﻣ .ﺪﻧﺪﺷ بﺎﺨﺘﻧا يﺮﻈﻧ 10

ﺪﺣ ﻪﺑ نﺪﯿﺳر ﺎﺗ و ﺪﺷ زﺎﻏآ ﺮﻔﻧ ا

يﺮﻈﻧ عﺎﺒﺷ ﺖﻓﺎﯾ ﻪﻣادا

داﺪﻌﺗ ﺖﯾﺎﻬﻧ رد و 22

ﺪﻧدﺮﮐ ﺖﮐﺮﺷ ﻪﺒﺣﺎﺼﻣ رد ﺮﻔﻧ .

هداد ﻞﯿﻠﺤﺗ ياﺮﺑ اﺬﮔﺪﮐ زا ﺎﻫ

رﻮﺤﻣ ،زﺎﺑ ير .ﺪﺷ هدﺎﻔﺘﺳا ﯽﺑﺎﺨﺘﻧا و ي

ﻦﻤﺿ ﻪﺒﺣﺎﺼﻣ ﻪﻤﯿﻧ ﻪﺘﻓﺎﯾرﺎﺘﺧﺎﺳ ﺎﺑ ﺐﺣﺎﺻ ناﺮﻈﻧ ﻪﻋﻮﻤﺠﻣ يا زا ﻪﯿﻟوا ﻢﯿﻫﺎﻔﻣ ﯽﻃ

ﺪﻨﯾاﺮﻓ اﺬﮔﺪﮐ ير زﺎﺑ يروآدﺮﮔ و زا نورد

نآ ﺎﻫ ﻪﻟﻮﻘﻣ ﯽﯾﺎﻫ جاﺮﺨﺘﺳا ﺪﯾدﺮﮔ .

ﻪﺘﻓﺎﯾ :ﺎﻫ رد ﮥﻠﺣﺮﻣ يراﺬﮔﺪﮐ

،يرﻮﺤﻣ ﺪﻧﻮﯿﭘ نﺎﯿﻣ ﻪﻟﻮﻘﻣ ﺖﺤﺗ ﺎﻫ ﻦﯾوﺎﻨﻋ ﻂﯾاﺮﺷ ﺎﭼ ﯽّﻠﻋ ﯽﮕﻨﻫﺮﻓ يﺎﻫ ﺶﻟ -ا

،ﯽﻋﺎﻤﺘﺟ

ﯽﺘﯾﺮﯾﺪﻣ يﺎﻫ ﺶﻟﺎﭼ ﻂﯾاﺮﺷ و يدﺎﺼﺘﻗا يﺎﻫ ﺶﻟﺎﭼ و يا ﻪﻧﺎﺳر يﺎﻫ ﺶﻟﺎﭼ يﺮﺘﺴﺑ ﻂﯾاﺮﺷ ،ﯽﻧﻮﻧﺎﻗ–

ﻣ ﺮﮔ ﻪﻠﺧاﺪ

يرﺎﺘﺧﺎﺳ رد ﯽﺣﻼﺻا تﻼﻣﺎﻌﺗ ﯽﭘ رد ﻪﮐ ﺪﻣآ ﺖﺳد ﻪﺑ يرﺎﺘﺧﺎﺳ يﺎﻫ ﺖﯾدوﺪﺤﻣ -

ﻫﺮﻓ و ﯽﯾاﺮﺟا ﺪﻧاﻮﺗ ﯽﻣ يزﺎﺳ ﮓﻨ

ﻪﺑ

رد .ﺪﻨﮐ ﮏﻤﮐ ﻊﻧاﻮﻣ ﻦﯾا ﻊﻓر ﮥﻠﺣﺮﻣ

ﺪﮐ يراﺬﮔ ﯽﺑﺎﺨﺘﻧا

،ﺰﯿﻧ ياﺰﺟا ﻢﯾادارﺎﭘ يراﺬﮔﺪﮐ ﺢﯾﺮﺸﺗ ﻧﺪﺷ

؛ﺪ

،ﻮﮕﻟا ﻢﯿﺳﺮﺗ و ﻪﯾﺮﻈﻧ

ﻦﯾوﺪﺗ و ﻪﺋارا ﺪﺷ .

ﻪﺠﯿﺘﻧ :يﺮﯿﮔ سﺎﺳاﺮﺑ

،ﺞﯾﺎﺘﻧ ﻦﯾوﺪﺗ يﻮﮕﻟا ﺪﻣ لﺪﻣ ﯽﺣاﺮﻃ ﯾﺮ

ﯾ ﺖ ﺎﻤﺣ ﻊﻧاﻮﻣ ﯾ ﺖ ﻟﺎﻣ ﯽ ﻧﺎﻣﺮﻬﻗ شزرو ﯽ

ﻪﺒﻨﺟ نﺎﻧز يﺎﻫ

دراد ﯽﻔﻠﺘﺨﻣ بﺬﺟ ﺚﻋﺎﺑ ﻊﻧاﻮﻣ ﻊﻓر و دﺎﻌﺑا ﯽﻣﺎﻤﺗ ﻪﺑ نﺎﻣﺰﻤﻫ ﻪﺟﻮﺗ و

ﻤﻫ ﻪﻌﺳﻮﺗ و ﯽﻟﺎﻣ نﺎﯿﻣﺎﺣ ﺮﺘﺸﯿﺑ ﻪﭼ ﺮﻫ و ﻪﺒﻧﺎﺟ ﻪ

.ﺪﺷ ﺪﻫاﻮﺧ رﻮﺸﮐ ناﻮﻧﺎﺑ ﯽﻧﺎﻣﺮﻬﻗ شزرو

:دﺎﻨﺘﺳا

؛زﺎﻤﻟﻮﺳ ،ﯽﻟﺎﻤﺷ و

) ارﺎﺳ ،ﺮﮑﺸﮐ 1401

.(

وﺪﺗ ﯾ ﻦ ﻮﮕﻟا ي ﺪﻣ ﯾﺮ ﯾ ﺖ ﺎﻤﺣ ﻊﻧاﻮﻣ ﯾ ﺖ ﻟﺎﻣ ﯽ ﻧﺎﻣﺮﻬﻗ شزرو ﯽ

نﺎﻧز ناﺮﯾا . ﻪﯾﺮﺸﻧ ﺮﯾﺪﻣ ﯽﺷزرو ﺖﯾ

،) 2(

14

، 273-292

. DOI: http//doi.org/10.22059/JSM.2021.311881.2601

ﺎﻧ :ﺮﺷ هﺎﮕﺸﻧاد ،ناﺮﻬﺗ هﺪﮑﺸﻧاد ﯽﺷزرو مﻮﻠﻋ ﯽﺘﺳرﺪﻨﺗ و

.

.نﺎﮔﺪﻨﺴﯾﻮﻧ©

ﻪﻣﺪﻘﻣ هزوﺮﻣا ﻟﺎﻌﻓ رد نﺎﻧز ﺶﻘﻧ ﯿ

ﺖ يﺎﻫ ا ﻋﺎﻤﺘﺟ ﯽ ﺖﺳا هﺪﺷ ﻪﺘﺷﺬﮔ زا ﺮﺗ ﮓﻧرﺮﭘ ،

ﻪﻧﺎﻔﺳﺄﺘﻣ ﺎﻣا ﻟﺎﻌﻓ رد ﺎﻬﻧآ رﻮﻀﺣ

ﯿ ﺖ يﺎﻫ ﺷزرو ﯽ شزرو ﺎﺻﻮﺼﺧ

ﺎﺑ ﯽﻧﺎﻣﺮﻬﻗ دوﺪﺤﻣ

ﺖﯾ ﯽﯾﺎﻫ هاﺮﻤﻫ ﺖﺳا ، شزرو ﯽﻧﺎﻣﺮﻬﻗ ، ﻪﺻﺮﻋ يا ﻞﺒﻤﺳ ﻦﺘﺴﮑﺷ و نﺎﻧز ﯽﯾﺎﻓﻮﮑﺷ و يروﺎﺑ دﻮﺧ ياﺮﺑ يﺎﻫ

رد يﺰﯿﺘﺳ نز

.ﺖﺳا ﻪﻌﻣﺎﺟ نﺪﺷ ﻪﺘﺧﺎﻨﺷ

ﯾ ﮏ ناﻮﻨﻋ ﻪﺑ نز ﯾ

ﮏ ﻮﮕﻟا و نﺎﻣﺮﻬﻗ ي

ﺷزرو ﯽ ، ﺎﺟ هﺪﻨﻨﮐ ﻢﮑﺤﺘﺴﻣ ﯾ

هﺎﮕ ﻮﻫ ﯾ ﺖ ﺑ ﺪﻫاﻮﺧ نﺎﻧز زا رود ﻪﺑ نﺎﻧآ و دﻮ

ﺴﻨﺟ تاﺮﮑﻔﺗ ﯿ

ﻪﻧاﺮﮕﺘ بﻮﮐﺮﺳ و ﮐ

هﺪﻨﻨ ، ﺎﻧاﻮﺗ و شزرا زا ﯽﯾ

يﺎﻫ د دﻮﺧ عﺎﻓ دﺮﮐ ﺪﻨﻫاﻮﺧ )

رﺎﻨﺑ ، ﯽﻤﯾﺮﮐ ، ادردﻮﺑا ، 1391 ( رﻮﺸﮐ شزرو ﺖﯿﻌﻗﻮﻣ .

ﯽﻧﺎﻣﺮﻬﻗ شزرو هﮋﯾو ﻪﺑ ،

دﺎﻬﻧ زا ﯽﮑﯾ ناﻮﻨﻋ ﻪﺑ يﺎﻫ

ﺖﯿﻤﻫا شزرو شﺮﺘﺴﮔ ﯽﺳﺎﺳا و

هﺎﮕﯾﺎﺟ ﯽﺻﺎﺧ ﺖﯿﻌﻗﻮﻣ .دراد شزرو

رﻮﺸﮐ هﮋﯾو ﻪﺑ

شزرو ﯽﻧﺎﻣﺮﻬﻗ ، ناﻮﻨﻋ ﻪﺑ ﯽﮑﯾ زا يﺎﻫدﺎﻬﻧ شﺮﺘﺴﮔ ﯽﺳﺎﺳا شزرو

دﺰﻧ رﺎﺸﻗا مدﺮﻣ و ﻪﻌﻣﺎﺟ ﯽﻠﻠﻤﻟا ﻦﯿﺑ هدﻮﺑ

و يراﺰﺑا ياﺮﺑ ﻖﻘﺤﺗ فﺪﻫ يﺎﻫ

يدﺮﺒﻫار ، ﻢﯿﮑﺤﺗ تﺪﺣو ﯽﻠﻣ و ﻪﯿﺣور ﺶﯾاﺰﻓا طﺎﺸﻧ

و ﯽﻧﺎﻣدﺎﺷ بﻮﺴﺤﻣ ﯽﻣ

.دﻮﺷ ﻧﺎﻣﺮﻬﻗ شزرو ﯽ

شزرو زا ﺖﺳا ترﺎﺒﻋ يﺎﻫ

ﺘﺑﺎﻗر ﯽ و

نﺎﻣزﺎﺳ ﯾ ﻪﺘﻓﺎ يا ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﻪﮐ ﻗ

ﻧاﻮ ﯿ ﻦ اﺮﺑ صﺎﺧ تارﺮﻘﻣ و ي

ﺎﻘﺗرا ي ﺎﻫدرﻮﮐر ي ﺷزرو ﯽ مﺎﺠﻧا لاﺪﻣ و ﻪﺒﺗر ﺐﺴﮐ و ﯽﻣ

دﻮﺷ ﻪﺑ نﺎﻧز رﻮﻀﺣ .

ﻤﻬﻣ ﺶﺨﺑ ناﻮﻨﻋ ﯽ

ﭘ زا ﯿ هﺮﮑ ﻧﺎﻣﺮﻬﻗ شزرو ﻪﺻﺮﻋ رد ﺎﻣ ﻪﻌﻣﺎﺟ ﯽ

، ﺗروﺮﺿ ﯽ ﺬﭘﺎﻧ رﺎﮑﻧا ﯾﺮ ﺖﺳا ﻧﺎﻣﺮﻬﻗ شزرو رد نﺎﻧز رﻮﻀﺣ.

ﯽ ز ﺪﺣ ﺎﺗ ﯾ دﺎ ي

ﯽﻣ ﺪﻧاﻮﺗ وﺮﺸﻣ ﻋﯿ ﺖ ﺑﯿ ﻦ ﻠﻠﻤﻟا ﯽ اﺮﺑ ي ا رﻮﺸﮐ ﯾ دﺎﺠ ﺪﻨﮐ ) ﻦﯾرآ ، ﯽﻔﺳﻮﯾو يﺪﯿﻋ ،

1396 ( . ﻦﯾا ﺮﺑ هوﻼﻋ و ﯽﻣ ،

ﺪﻧاﻮﺗ ﻤﻫا هﺪﻨﻫد نﺎﺸﻧ ﯿ

ﺖ ﺶﻘﻧ

شا ﻪﻌﻣﺎﺟ رد نز ﯽﻣ

ا وا ﻪﮐ اﺮﭼ ﺪﺷﺎﺑ ﯾ

ﻦ ﺎﻧاﻮﺗ ﯽﯾ ﺎﻤﻧ ﺎﺗ ﻪﺘﺷاد ار ﯾ

هﺪﻨ ا و ﺪﺷﺎﺑ دﻮﺧ رﻮﺸﮐ ﯾ

ﻦ ﻮﻀﺣ ر ﯽﻣ ﺎﭘ ﺪﻧاﻮﺗ ﯾ نﺎ ﺎﻫﺎﻋدا هﺪﻨﻫد ي

دﻮﺟﻮﻣ

ﻨﺒﻣ ﯽ ا رد نﺎﻧز ندﻮﺑ رﻮﺠﻬﻣ ﺮﺑ ﯾ

ناﺮ ﺪﺷﺎﺑ ) ناﺮﮕﯾد و لﺎﺑ ،

20061

( . ا دﻮﺟو ﺎﺑ ﯾ ﻦ ، رد ﻦﯿﻨﭽﻤﻫ و ناﺮﯾا ﺴﺑ

ﯿ رﺎ ي ﻌﻧاﻮﻣ ﺎﻫرﻮﺸﮐ زا ﯽ

هار رد

ﻪﮐ دراد دﻮﺟو نﺎﻧز شزرو شﺮﺘﺴﮔ ﯽﻣ

ﺳ تﻼﮑﺸﻣ ﻪﺑ ناﻮﺗ ﯿ

ﺳﺎ ﯽ ، دﺎﺼﺘﻗا ﻊﻧاﻮﻣ ي

، ﺸﻣ ﻂﺧ ﯽ ﺖﻟود ﺎﻫ ﻮﻟوا رد ﯾ ﺖ رد نﺎﻧز ﺖﮐرﺎﺸﻣ نداﺪﻧ

ﻟﺎﻌﻓ ﯿ ﺖ يﺎﻫ ﺷزرو ﯽ و مﺪﻋ ﻮﺴﻤﻫ ﯽﯾ ﻪﻧﺎﺳر بﻮﻠﻄﻣ ﺎﻫ

دﺮﮐ هرﺎﺷا نﺎﻧز شزرو ﺎﺑ )

ادردﻮﺑا ، يﺪﯿﻋ و ﯽﻧﺎﺴﺣا ،

1386 ( د زا . ﯾ ﺮﮕ ﭘ تﻼﮑﺸﻣ ﯿ

ﺶ

ور ي ناﻮﻧﺎﺑ شزرو ،

ﺎﻇو ندﻮﺒﻧ فﺎﻔﺷ ﯾ

ﻒ ﺎﺟ ندﻮﺒﻧ ﺺﺨﺸﻣ و ﯾ

هﺎﮕ ﻣ رد ناﻮﻧﺎﺑ شزرو ﯿ

نﺎ شزرو تارادا ﻨﭽﻤﻫ و

ﯿ ﻦ نﺎﮑﻣ ﻪﺑ نداﺪﻧ ﺎﻬﺑ يﺎﻫ

ﺷزرو ﯽ ﺎﻤﺣ و ناﻮﻧﺎﺑ صﻮﺼﺨﻣ ﯾ

ﺖ ﻣﺎﺣ ندﺮﮑﻧ ﯿ

نﺎ ﻟﺎﻣ ﯽ ﺪﻨﮐ ﺚﻋﺎﺑ ﻪﮐ ﺖﺳا ي

ﺮﺟ ﯾ نﺎ ﭘﯿ ﺖﻓﺮﺸ ﮕﻧا ﻦﺘﺷاﺪﻧ و ﯿ

هﺰ ﺖﺳا هﺪﺷ ناﻮﻧﺎﺑ شزرو رد

ادردﻮﺑا) ، ﻧﺎﺴﺣا ﯽ ﻋ و ﯿﺪ ي ، 1386 ( ، هﺪﯾد ﻪﮐ ﯽﺼﻘﻧ ﻦﯾﺮﺘﺸﯿﺑ نﺎﯿﻣ ﻦﯾا رد ﺎﻣا ﯽﻣ

رد ار لوا فﺮﺣ ﻪﮐ ﺖﺳا ﯽﺷزرو ﯽﻟﺎﻣ ﯽﻣﺎﺣ ﺶﺨﺑ دﻮﺷ

شزرو نرﺪﻣ يﺎﯿﻧد .دراد زوﺮﻣا

ﯽﻣ ﯽﺷزرو حﻮﻄﺳ ﻪﻤﻫ رد يزﺎﺳ يرﺎﺠﺗ ﻪﮐ دﺮﮐ ناﻮﻨﻋ ناﻮﺗ ،

شزرو ﺎﺗ ﻪﺘﻓﺮﮔ ﻪﻌﻣﺎﺟ شزرو رد ﺖﮐرﺎﺸﻣ زا

ﻪﻓﺮﺣ ،يا ﻪﻓﺮﺣ شزرو رد هﮋﯾو ﻪﺑ .ﺖﺳا هدﺮﮐ ذﻮﻔﻧ ،يا

ﺖﮐﺮﺷ ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ﺎﻫ

هﺎﮕﺷﺎﺑ و نارﺎﮑﺷزرو ًﻻﻮﻤﻌﻣ و دراد دﻮﺟو ﺎﺟ ﻪﻤﻫ رد يﺎﻫ

ﺪﯿﯾﺄﺗ ﺎﯾو ﻎﯿﻠﺒﺗ ﯽﺷزرو ﯽﻣ

ﺪﻨﻨﮐ ﻤﺳا) تراﻮﺘﺳا و ﺖﯿ ،2

2014 (.

ﯽﺷزرو ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ،

ﻖﻓاﻮﺗ ﯽﻋﻮﻧ ﻣﺎﻧ

ﻪ ي نآ ﯽﻃ ﻪﮐ ﺖﺳا يرﺎﺠﺗ ،

ﯽﻧﺎﻣزﺎﺳ

ﯽﺷزرو فﺮﻃ ﮏﯾ ﺎﺑ دﻮﺧ ﻦﺘﺧﺎﺳ ﻂﺒﺗﺮﻣ ﻖﺣ يازا رد ،

ﮏﻤﮐ يﺎﻫ ﻪﺋارا يﺪﻘﻧﺮﯿﻏ ﺎﯾ يﺪﻘﻧ ﯽﻣ

ﯽﻟﺎﻣ ﯽﻣﺎﺣ .ﺪﻨﮐ ،

ﻪﺑ ار رﺎﮐ ﻦﯾا ﻪﺑ ﻞﯿﻧ رﻮﻈﻨﻣ

مﺎﺠﻧا (ﺪﻧﺮﺑ ﻪﺑ ﺖﺒﺴﻧ ﯽﻫﺎﮔآ ﺶﯾاﺰﻓا ﻞﺜﻣ) ﯽﺑﺎﯾرازﺎﺑ فاﺪﻫا ﺎﯾ (نﺎﻣزﺎﺳ ﮥﻬﺟو دﻮﺒﻬﺑ ﻞﺜﻣ) دﻮﺧ نﺎﻣزﺎﺳ فاﺪﻫا ﯽﻣ

ﺪﻫد ) يدﺎﺑآزوﺮﯿﻓ ،

وﺮﮑﺸﮐ

ﺮﮔرﺎﮐ ، 1398 (.

ﺖﮐﺮﺷ ياﺮﺑ ار يدﺪﻌﺘﻣ هﻮﻘﻟﺎﺑ ﺞﯾﺎﺘﻧ ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ تﺎﯿﺑدا يﺎﻫ

ﺖﺳا هدﺮﮐ ﺺﺨﺸﻣ ﯽﻟﺎﻣ ﯽﻣﺎﺣ ،

نﺎﻌﻔﻨﯾذ ﺎﺑ ﻢﯿﻘﺘﺴﻣ طﺎﺒﺗرا :ﻪﻠﻤﺟ زا

ﻒﻠﺘﺨﻣ ) گﻻ ، 20053

ﺮﯿﻣﻮﺘﻨﺳ;

، 20084

( ، يرﺎﺠﺗ مﺎﻧ زا ﯽﻫﺎﮔآ ﺶﯾاﺰﻓا )

نوﺮﻣﺎﮐ ، ﻦﯾﻮﻟ ورﻮﯿﻧﻮﺟ ،

20015

( ، ﺮﯾﻮﺼﺗ ) نﻮﺗا وﺮﻨﯾﻮﺟ ،

19996

(

يرادﺎﻓو و )

ﻦﯾﻮﻟ ، ﻞﺒﻤﮔ و ﯽﻠﯿﺴﯿﺑ ،7

2004 ( ﺖﯾﺎﻬﻧ رد و ؛ ،

ﯽﻟﺎﻣ دﺮﮑﻠﻤﻋ دﻮﺒﻬﺑ )

ﯽﯾﺎﺿرو رﻮﯾدﺰﻣ ،8

2013 ( ﻪﻣﺎﻧ ﻖﻓاﻮﺗ ﻪﮐ ﺖﺳا ﯽﻬﯾﺪﺑ . يﺎﻫ

يرﺎﺠﺗ ﯽﻣ هﺎﮕﺷﺎﺑ و نارﺎﮑﺷزرو ياﺮﺑ ﺪﻧاﻮﺗ ﺎﻫ

لﺎﺜﻣ ناﻮﻨﻋ ﻪﺑ .ﺪﺷﺎﺑ روآدﻮﺳ رﺎﯿﺴﺑ ﺰﯿﻧ ،

لﺎﺳ رد 2018 ﺪﯿﯾﺎﺗ دادراﺮﻗ ﮏﯾ ررﺪﻓ ﺮﺟار 10

ﺎﺑ ﻪﻟﺎﺳ

ﯽﻨﭘاژ ﺎﻫ ﻞﮑﯿﻧﻮﯾ كرﺎﻣ .دﺮﮐ ﺎﻀﻣا شزرا ﻪﺑ و9

300 دادراﺮﻗ ﺪﯾﺪﻤﺗ ﺎﺑ ﺪﯾردﺎﻣ لﺎﺋرو ﺎﮑﯾﺮﻣآ رﻻد نﻮﯿﻠﯿﻣ 5

تارﺎﻣا ﺎﺑ ﻪﻟﺎﺳ ،

شزرا ﺎﺑ 70 نﻮﯿﻠﯿﻣ

1. Ball, Salmon, Giles-Corti, & Crawford

2. Smith & Stewart

3 .Lagae

4 .Santomier

5 .Levin, Joiner, & Cameron

6 .Gwinner & Eaton

7 .Levin, Beasley, & Gamble

8 . Mazodier & Rezaee

9. Uniqlo

لﺎﺳ رد ورﻮﯾ ،

دز درﻮﮐر ) ﺪﯾﺎﺴﻨﯾا لﺎﺒﺗﻮﻓﺪﻟرو ،

2017

1( دراد هاﺮﻤﻫ ﻪﺑ ﯽﻟﺎﻣ ﻊﻓﺎﻨﻣ ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ﻪﮐ ﯽﻟﺎﺣ رد . ،

ﻦﯿﺑ ﯽﻬﺟﻮﺗ ﻞﺑﺎﻗ فﻼﺘﺧا ﺎﻣا

نارﺎﮑﺷزرو ،

هﺎﮕﺷﺎﺑ يﺎﻫ ﺪﻧراد يﺮﺘﻤﮐ يرﺎﺠﺗ ترﺪﻗ ﻪﮐ ﯽﻧﺎﺴﮐ و ﻻﺎﺑ ﺢﻄﺳ ،

) ﺲﯿﻣآ و وﺎﺷ .دراد دﻮﺟو 2001

نﺎﯿﻣﺎﺣ اﺮﭼ ﻪﮐ ﺪﻧدﺮﮐ ﯽﺳرﺮﺑ (

ﯽﻟﺎﻣ ، شزرو ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ يﺎﻫ

بﺎﺨﺘﻧا ار نادﺮﻣ ﺎﯾ نﺎﻧز ﯽﻣ

شزرا سﺎﺳا ﺮﺑ تﺎﻤﯿﻤﺼﺗ ﻪﮐ ﺪﻨﺘﻓﺎﯾرد و ﺪﻨﻨﮐ ﺎﻫ

نﺎﮔﺪﻧﺮﯿﮔ ﻢﯿﻤﺼﺗ تادﺎﻘﺘﻋا و ،

ﺎﺳر ﯽﯾﺎﻤﻧزﺎﺑ ﻪﻧ

ﺎﻫ نادﺮﻣ ﯽﺷزرو ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ تﻼﻣﺎﻌﻣ ﻦﯿﺑ ار ﯽﻬﺟﻮﺗ ﻞﺑﺎﻗ ﯽﻟﺎﻣ توﺎﻔﺗ ﺎﻬﻧآ .ﺖﺳا توﺎﻔﺘﻣ ﺖﯾﺮﯾﺪﻣ ﺮﺑ ﺎﻫرﺎﺸﻓ و شزرو ﻦﯾا زا

ﻪﺘﺴﺟﺮﺑ نﺎﻧز و ﯽﻣ

ﺪﻨﻨﮐ ) ﺲﯿﻣرآ و وﺎﺷ ،2

2001 ( ﻦﯾا ﺮﺑ هوﻼﻋ . ،

ﺖﺳﺮﻬﻓ رد ﯽﻧز ﭻﯿﻫ 100

ﺲﺑﺮﻓ ﻪﻠﺠﻣ رد نﺎﻬﺟ ﺪﻣآردﺮﭘ رﺎﮑﺷزرو دﻮﺟ3

دراﺪﻧ ) نﺎﮔرﻮﻣ ، 20194

( ﻪﮐ لﺎﺣ ﻦﯾا ﺎﺑ . ،

ﻪﻫد رد ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ﺖﻌﻨﺻ يﺎﻫ

ﻪﮐ ﯽﻟﺎﺣ رد و ﺖﺳا ﻪﺘﻓﺎﯾ ﻞﻣﺎﮑﺗ ﯽﻬﺟﻮﺗ ﻞﺑﺎﻗ رﻮﻃ ﻪﺑ ﺮﯿﺧا

هﺰﯿﮕﻧا يﺎﻫ نﺎﻨﭽﻤﻫ يرﺎﺠﺗ ﻪﯾﺎﻣﺮﺳ

راﺬﮔ ﺐﺟﻮﻣ ار ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ رد ي ﯽﻣ

ﺪﻧﻮﺷ ، ﺖﮐﺮﺷ ﯽﻋﺎﻤﺘﺟا ﺖﯿﻟﻮﺌﺴﻣ ﺪﻨﻧﺎﻣ يﺮﮕﯾد تﺎﻈﺣﻼﻣ ﻢﻬﻣ ﺰﯿﻧ5

ﯽﺑﺎﯾزرا ﯽﻣ )ﺪﻧﻮﺷ ﻦﯿﮕﺳ ، ﯽﻟرا و ﺖﻧﺮﭘ ،

20106

( كﺮﺤﻣ ﺮﺑ هوﻼﻋ ﻦﯿﻨﭽﻤﻫ . يﺎﻫ

ﻪﻧﺎﺘﺳود عﻮﻧ ﺎﯾ يرﺎﺠﺗ ،

هﺰﯿﮕﻧا و ﯽﻋﺎﻤﺘﺟا ﺖﯾﻮﻫ

ﻪﯾﺎﻣﺮﺳ راﺬﮔ ﺖﺳا ﻢﻬﻣ ﺰﯿﻧ ﯽﻟﺎﻣ نﺎﯿﻣﺎﺣ ي )

يﺮﮔ ، ﻒﯿﯾﻻ و ﮏﯾردﺮﺑ ،7

2008 ( هﺰﯿﮕﻧا ﻪﮐ ﯽﻟﺎﺣ رد . ﺎﻫ

ﺖﺳا توﺎﻔﺘﻣ ،

ﺖﺳا ﺢﺿاو ﺰﯿﭼ ﮏﯾ ،

ﺖﺳا ﮏﯾﮋﺗاﺮﺘﺳا يرﺎﺠﺗ ﻪﻄﺑار ﮏﯾ نﻮﻨﮐا شزرو زا ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ )

ﻦﯿﻔﻟد ،8

2003 ( هﺪﻨﯾاﺰﻓ رﻮﻃ ﻪﺑ و يا

كﺮﺘﺸﻣ ﯽﺑﺎﯾرازﺎﺑ ﺖﮐرﺎﺸﻣ ناﻮﻨﻋ ﻪﺑ

دﺎﯾ نآزا ﮏﯾﮋﺗاﺮﺘﺳا ﺎﯾ ﯽﻣ

دﻮﺷ ) ناﺮﮕﯾد و ﺲﻟاد ،9

2014 ( ﺪﻨﺘﺷاد رﺎﻬﻇا نﺎﻘﻘﺤﻣ زا هوﺮﮔ ﮏﯾ ﻪﮐ رﻮﻄﻧﺎﻤﻫ . ،

ﺮﺻﺎﻌﻣ ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ

"

ﮏﯾ

اﺪﯾﺎﭘ ﯽﺘﺑﺎﻗر ﺖﯾﺰﻣ دﺎﺠﯾا ﺖﯿﻠﺑﺎﻗ ﺎﺑ ﮏﯾﮋﺗاﺮﺘﺳا ﺖﯿﻟﺎﻌﻓ ﺖﺳا رازﺎﺑ رد ر

"

) ﯽﻬﻓ ، ﺮﯿﺘﺴﯾﻮﮐ و ﯽﻟرﺎﻓ

10 ، 2004 ( ﺖﯿﻤﻫا نﺎﻘﻘﺤﻣ زا ﯽﺧﺮﺑ ﻪﮐ ﯽﻟﺎﺣ رد .

ﻟﺎﻣ ﺖﯾﺎﻤﺣ رد ﺪﻫاﻮﺷ ﺮﺑ ﯽﻨﺘﺒﻣ و ﮏﯾﮋﺗاﺮﺘﺳا يﺮﯿﮔ ﻢﯿﻤﺼﺗ ﻪﺘﺴﺟﺮﺑ ار ﯽ

ﯽﻣ ﺪﻨﻨﮐ ) نﻮﺴﻟﺎﭘ و ﻦﺴﻧﺎﺟ ،11

2014 ( ، شزرا موﺰﻟ ﺮﺑ ﺮﮕﯾد ﯽﺧﺮﺑ

ﺪﯿﮐﺄﺗ ﻪﻌﻣﺎﺟ ﯽﻣ

ﺪﻨﻨﮐ ) ﺲﻧو ، ﯽﻟوﻻو ﯽﺘﮐر

12 ، 2016 ( هﺎﮔﺪﯾد ﺎﺑ ﻪﮐ ﺐﺳﺎﻨﻣﺎﻧ ﺖﯾﺎﻤﺣ ﻪﮐ ﺖﺳا هﺪﺷ هداد نﺎﺸﻧ . ﺎﻫ

تﺮﯾﺎﻐﻣ ﻪﻌﻣﺎﺟ يﺎﻫرﺎﺠﻨﻫ ﺎﯾ

ﺪﺷﺎﺑ ﻪﺘﺷاد ﯽﻣ

ﺪﻧﺎﺳﺮﺑ ﺐﯿﺳآ ﻂﺒﺗﺮﻣ ﯽﻟﺎﻣ نﺎﯿﻣﺎﺣ ﺪﻧﺮﺑ ﻪﺑ ﺪﻧاﻮﺗ لﺎﺳ رد.

يﺎﻫ هﺪﺷ ﻞﺻﺎﺣ ﺎﯿﻧد نﺎﻧز شزرو رد ﻪﺘﺴﻫآ ﺮﯿﯿﻐﺗ ﮏﯾ ﺮﯿﺧا ﺖﺳا

، و

ﻪﺘﺧﺎﻨﺷ رﺎﮑﺷزرو ناﻮﻨﻋ ﻪﺑ ﺮﺘﺸﯿﺑ نﺎﻧز ﻪﮐ ﻦﯾا ﯽﻣ

راﺮﻗ ﺪﯿﺠﻤﺗ درﻮﻣ ﻦﯿﻣز رد نﺎﺷدﺮﮑﻠﻤﻋ ﺮﻃﺎﺧ ﻪﺑ و ﺪﻧﻮﺷ ﯽﻣ

ﺪﻧﺮﯿﮔ ) نﺎﮔرﻮﻣ ، 2019 ( ﻪﻄﺑار .

نﺎﻧز ﻦﯿﺑ ، .ﺖﺳا ﺮﯿﯿﻐﺗ لﺎﺣ رد شزرو ﯽﻧﺎﻬﺟ دﺎﺼﺘﻗا راداﻮﻫ ناﻮﻨﻋ ﻪﺑ نﻮﻨﮐا نﺎﻧز

، هﺪﻨﻨﮐ ﺶﺨﭘ ،

ﺖﯿﺼﺨﺷ و رﻮﻬﺸﻣ نارﺎﮑﺷزرو يﺎﻫ

ﻪﻧﺎﺳر يا

هﺪﯾد ﺮﺘﺸﯿﺑ ﯽﻣ

لﺎﺳ ﻞﯾاوا رد.ﺪﻧﻮﺷ 2000

ﺖﮐﺮﺷ ﻪﺟﻮﺗ رﺎﮑﺷآ ﺮﯿﯿﻐﺗ ﻪﮐ دﻮﺑ ﺎﻫ

ﺪﻧﺮﺑ هﺪﻨﺷوﺮﻓ ناﻮﻨﻋ ﻪﺑ نز نارﺎﮑﺷزرو زا هدﺎﻔﺘﺳا ﺖﻤﺳ ﻪﺑ

) سﺎﮐﻮﻟ .ﺪﺷ ﺐﻠﺟ 2000

رد نﺎﻧز ﺖﮐرﺎﺸﻣ ﺮﺑ ﮏﯾﺎﻧ تﺎﻐﯿﻠﺒﺗ ﺮﯿﺛﺄﺗ ( ﻪﺑ ﺎﻬﻧآ ﯽﻠﺻا يﺎﺒﻗر و ﮏﯾﺎﻧ ﻪﮐ ﺖﻓﺮﮔ ﻪﺠﯿﺘﻧ و دﺮﮐ ﯽﺳرﺮﺑ ار شزرو

هدﺮﮐ دﺎﺠﯾا يرﺎﺠﺗ كرﺎﻣ نﺎﻧز شزرو رازﺎﺑ ﻞﯿﺴﻧﺎﺘﭘ زا هدﺎﻔﺘﺳا ياﺮﺑ هﮋﯾو .ﺪﻧا

ﺖﮐﺮﺷ ﺎﻫ ﺪﻧا هدﺮﺑ ﯽﭘ نز نارﺎﮑﺷزرو ﯽﺑﺎﯾرازﺎﺑ شزرا ﻪﺑ نﻮﻨﮐا

) نﺎﮔرﻮﻣ ، 2019 (

ًﻻوا .دراد دﻮﺟو نﺎﻧز شزرو زا ﺖﯾﺎﻤﺣ ﺖﻌﻨﺻ رد صﺎﺧ رﻮﻃ ﻪﺑ ﻪﺟﻮﺗ ﻞﺑﺎﻗ يﺎﻫﺪﻧور زا ﯽﺧﺮﺑ . ،

شﻼﺗ يﺎﻫ ﺮﺘﺸﯿﺑ شوﺮﻓ

ﺪﻨﻤﻓﺪﻫ ﯽﻣ لﺎﺜﻣ ناﻮﻨﻋ ﻪﺑ .ﺪﻧﻮﺷ ،

ًﺎﻤﯿﻘﺘﺴﻣ ﻪﮐ ﺖﺳا يدﺮﻓ ﻪﺑ ﺮﺼﺤﻨﻣ شزرا ﻦﯾا .ﺖﺳا هدﺮﮐ زﺎﻏآ ار نﺎﻧز تﺎﻘﺑﺎﺴﻣ زا ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ شوﺮﻓ ﺎﻓﻮﯾ

ﺤﻣ راﺮﻗ ﻪﺟﻮﺗ درﻮﻣ ار نﺎﻧز شزرو لﻮﺼ ﯽﻣ

نوا تﻻﻮﺼﺤﻣ .ﺪﻫد ﯽﯾﺎﺒﯾز ﯽﻠﻠﻤﻟا ﻦﯿﺑ ﺪﻧﺮﺑ ﮏﯾ13

، ﺪﻨﭼ رد و ﺖﺳا ﯽﺼﺨﺷ ﺖﺒﻗاﺮﻣ و ﯽﮕﻧﺎﺧ

ﻪﺘﺷﺬﮔ لﺎﺳ ،

نآ ﺎﻫ هﺪﺷ ﯽﺷزرو ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ﯽﺑﺎﯾرازﺎﺑ دراو نﺎﻧز شزرو ﻖﯾﺮﻃ زا .ﺪﻧا

لﺎﺳ رد 2017 ، هﺎﮕﺷﺎﺑ ﯽﻠﺻا ﮏﯾﺮﺷ ناﻮﻨﻋ ﻪﺑ نوا

لﻮﭘرﻮﯿﻟ ناﻮﻧﺎﺑ لﺎﺒﺗﻮﻓ . دﻮﺑ دﻮﺧ دﺮﻣ يﺎﺘﻤﻫ ياﺮﺑ ﻞﻘﺘﺴﻣ ﻦﻫاﺮﯿﭘ ﯽﻣﺎﺣ ﻦﯿﻟوا و ﺪﺷ بﺎﺨﺘﻧا

1. WorldFootballInside, 2017

2.Shaw & Amis

3.Forbes

4.Morgan

5. CSR (Corporate Social Responsibility)

6. Seguin, Parent, & O'Reilly,

7.Garry, Broderick, & Lahiffe,

8.Dolphin

9. Dolles et al.

10.Fahy, Farrelly, & Quester

11.Johnston & Paulsen

12.Vance, Raciti, & Lawley,

13.Avon Inc (Avon)

لﺎﺳ رد 2018 ، ﻪﻋﻮﻤﺠﻣ ﻞﯾزﺮﺑ رد نوا يا

ﺖﯿﻘﻓﻮﻣ ﺖﺷاﺪﮔرﺰﺑ ياﺮﺑ ار تازرﺎﺒﻣ زا يﺎﻫ

دﺮﮐ يزاﺪﻧا هار ﻞﯾزﺮﺑ شزرو ﺮﺗﺮﺑ نﺎﻧز زا ﯽﺧﺮﺑ

.

تﺮﭙﺳا نﻮﺴﻠﯿﻧ

ًﻻوا .دراد دﻮﺟو نﺎﻧز شزرو رد ﺪﺷر ﻞﻣﺎﻋ ﻪﺳ ﻪﮐ ﺖﺳا هداد نﺎﺸﻧ1

، هﺮﻬﺑ درﻮﻣ يرﺎﺠﺗ ﺮﻈﻧ زا ﯽﻠﮐ رﻮﻃ ﻪﺑ نﺎﻧز شزرو نﻮﭼ

ﺖﺳا ﻪﺘﻓﺮﮕﻧ راﺮﻗ يرادﺮﺑ ،

ﺎﯿﻧﺎﺛ .دراد دﻮﺟو ﺪﺷر ياﺮﺑ ﯽﻬﺟﻮﺗ ﻞﺑﺎﻗ ﺖﺻﺮﻓ ،

كرﺎﻣ ﺎﻫ نﺎﻣزﺎﺳ رﺎﺘﺳاﻮﺧ يﺎﻫ

و ﺪﻨﺘﺴﻫ نﺎﻧز شزرو رد ﯽﺷزرو

ﻢﻫاﺮﻓ ار نز ناراﺪﻓﺮﻃ ﻪﺑ ﯽﺳﺮﺘﺳد ﯽﻣ

ًﺎﺜﻟﺎﺛ .ﺪﻨﻨﮐ ،

هﺪﻨﯾاﺰﻓ يﺎﺿﺎﻘﺗ يا

هﺪﯾد شزرو ياﺮﺑ ﯽﻣ

دﻮﺷ ﺎﻘﺗرا ﺐﺟﻮﻣ و ﻪﻧﺎﻫﺎﮔآ ﯽﻋﺎﻤﺘﺟا ﺮﻈﻧ زا ﻪﮐ

يﺮﺑاﺮﺑ ﯽﻣ ﻪﻓﺮﺣ ﺪﺷر ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ .دﻮﺷ يا

نﺎﻧز شزرو يرﺎﺠﺗ ﻞﯿﺴﻧﺎﺘﭘ و ،

ﺮﻈﻧ ﻪﺑ ﯽﻣ ﻊﻗﻮﻣ ﻪﺑ ﻪﻨﯿﻣز ﻦﯾا رد ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ﺮﺘﺸﯿﺑ كرد ﺪﺳر

.ﺖﺳا ناﺮﯾا رد ﻣﺎﻤﺗ كﺮﺘﺸﻣ ﻞﮑﺸﻣ ﯽ

ﺗﯿ ﻢ يﺎﻫ ﺷزرو ﯽ ا رد ﯾ ناﺮ نﺎﻧز و نادﺮﻣ زا ﻢﻋا ﯽﻟﺎﻣ ﻊﺑﺎﻨﻣ دﻮﺒﻤﮐ

ﺳا دﻮﺒﻧ و ﺮﺴﻧﺎﭙ و ﺖﺳا ﻦﺘﻓﺮﮔ تﺪﺷ ﺎﺑ

دﺎﺼﺘﻗا تﻼﮑﺸﻣ ي

ا رد ﯾ ناﺮ ، ﺮﺤﺗ ﯾ ﻢ يﺎﻫ ﺑﯿ ﻦ ﻠﻠﻤﻟا ﯽ ﻟﺎﻣ ﻊﺑﺎﻨﻣ دﻮﺒﻤﮐ و ﯽ

، آﺮﻓ ناﻮﻨﻋ ﻪﺑ شزرو ﯾ

ﺪﻨ ي ﺪﻨﻨﮐ فﺮﺼﻣ ﺑ ه

ﯿ ﺶ ﺎﺳ زا ﯾﺮ ﺨﺑ ﺶ ﺎﻫ

ﺮﺴﮐ رﺎﭼد ي

ﻟﺎﻣ رﺎﺒﺘﻋا ﯽ زا .ﺖﺳا هﺪﺷ ﯾ

ﮏ ﺘﻟود تارﺎﺒﺘﻋا ﻮﺳ ﯽ

دﺮﮐ ﺖﻓا تﺪﺷ ﻪﺑ ه

ﻮﺳ زا و ي د ﯾ ﺮﮕ ، ﺼﺧ ﺶﺨﺑ ﺖﺳد ﺻﻮ

ﯽ اﺮﺑ ي ﺰﻫ ﯾ ﻪﻨ رد

ﻟﺎﺧ شزرو ﯽ

.ﺖﺳا هﺪﺷ ا رد

ﯾ ﻦ ﻣ ﯿ نﺎ ، ﺮﺗ ﮏﭼﻮﮐ ﺪﻨﻧﺎﻤﻫ ناﻮﻧﺎﺑ شزرو ﯾ

ﻦ وا ﻪﺑ ﻪﻤﻫ روز ﻪﮐ هداﻮﻧﺎﺧ ﻮﻀﻋ ﯽﻣ

ﺑ جوا رد ﺪﺳر ﯽ

ﻟﻮﭘ ﯽ ﺑﯿ ﺮﺘﺸ ﯾ ﻦ

ﺘﺣ .ﺖﺳا هدﺮﮐ ﻞﻤﺤﺗ ار رﺎﺸﻓ ﯽ

ﺒﻃ رﻮﻃ ﻪﺑ ﻢﻫ شزرو ترازو رد ﯿﻌ

ﯽ ﺮﺴﻧﺎﭙﺳا ﺮﮔا ي

اﺪﺘﺑا ﺮﺴﻧﺎﭙﺳا نآ دﻮﺷ بﺬﺟ ﺑ

هداد قﻮﺳ نادﺮﻣ ﺶﺨﺑ ﻪ

ﯽﻣ و دﻮﺷ ﻮﻟوا نﺎﻧز ﺶﺨﺑ ﯾ

ﺖ ﺮﺘﻤﮐ ي .دراد ا ﻟد ﻪﺘﺒﻟ ﯿ ﻞ رد نادﺮﻣ :ﺖﺳا ﻦﺷور ﻢﻫ نآ ﯾ

ﮏ تﺪﻣ هﺎﺗﻮﮐ ﻪﻣﺎﻧﺮﺑ ،

ﺷ ﺑ ﺲﻧﺎ ﯿ ﺮﺘﺸ ي اﺮﺑ ي ﺐﺴﮐ

ور ﻦﺘﻓﺮﮔ راﺮﻗ و لاﺪﻣ ي

) ﺪﻧراد ﻮﮑﺳ اﯾ

ﺎﻧﺮ ، 3 ﺮﯿﺗ 1398 .(

اﺮﭼ ﻊﻗاو ﻪﺑ ﺎﻣا ﺎﻣ رﻮﺸﮐ رد

ﻤﻧ بﺬﺟ ناﻮﻧﺎﺑ ﺶﺨﺑ ﻪﺑ ﺎﻫﺮﺴﻧﺎﭙﺳا ﯽ

ﺪﻧﻮﺷ ﻟﺎﻣ نﺎﯿﻣﺎﺣ ﻪﺟﻮﺗ ﺐﻠﺟ ﻢﻏﺮﯿﻠﻋ و ﻪﺑ ﯽ

رد ﺎﯿﻧد رد نﺎﻧز شزرو

لﺎﺳ تﺎﻘﯿﻘﺤﺗرد ؟ﺖﺳا هﺪﻧﺎﻣ رﻮﺠﻬﻣ نﺎﻨﭽﻤﻫ ﺮﻣا ﻦﯾا ﻪﻧﺎﻔﺳﺎﺘﻣ ﺎﻣ رﻮﺸﮐ يﺎﻫ

ﻪﺘﺧادﺮﭘ ﺮﺘﺸﯿﺑ ﺮﻣا ﻦﯾا ﻪﺑ ﺮﯿﺧا . ﺖﺳا هﺪﺷ

تﺎﻘﯿﻘﺤﺗ ﺞﯾﺎﺘﻧ

) نارﺎﮑﻤﻫ و ﯽﻤﺳﺎﻗ 1391

رد ( ﺮﺸﺗ ﯾ ﺢ ﮑﺸﻣ و ﻊﻧاﻮﻣ ﻼ

ﻧﺎﻣﺮﻬﻗ شزرو ت ﯽ

نﺎﻧز رد نﺎﺸﻧ ﺮﮔ ﻢﮐﺎﺣ ﻊﻧﺎﻣ ﻪﮐ ﺖﺳا نآ ،

ﻋ ﺐﻟﺎﻏ ﮓﻨﻫﺮﻓ ﻞﻣﺎ رد

رﻮﺤﻣ دﺮﻣ ﮓﻨﻫﺮﻓ دﻮﺟو ؛ﺖﺳا رﻮﺸﮐ ي

شزرو ﻪﻌﻣﺎﺟ رد ،

ﺳآ زا سﺮﺗ ﯿ

ﺐ ﺳر ﯿ نﺪ ﺎﻫدﺎﻘﺘﻋا ﻪﺑ ي

ﺒﻫﺬﻣ ﯽ ، ﺎﺗ ﺮﮑﻔﺗ دﻮﺟو ﺛﯿ

تاﺮ ﻔﻨﻣ ﯽ ﺷزرو ﯽ ﺮﺑ

ﻏ و نﺎﻧز ﺮﻫﺎﻇ ﯿ

هﺮ ، ﻪﻔﻟﻮﻣ زا يﺎﻫ ﮕﻨﻫﺮﻓ ﯽ ا رد ﺮﺛﻮﻣ ﯾ ﻦ ﻣز ﯿ ﻪﻨ ) نارﺎﮑﻤﻫ و زروﺎﺸﮐ تﺎﻘﯿﻘﺤﺗ رد .ﺪﻧا 1393

ﻪﮐ ( ﻪﺑ بﺬﺟ ﻞﻣاﻮﻋ زا ﯽﻟﺪﻣ ﻪﯾارا

ﻪﯾﺎﻣﺮﺳ دﻮﺑ ﯽﻧﺎﻣﺮﻬﻗ شزرو رد ﯽﺻﻮﺼﺧ ﺶﺨﺑ يراﺬﮔ ﻪﯾﺎﻣﺮﺳ

ﯽﺘﯾﺮﯾﺪﻣ ﻞﻣاﻮﻋ ﻞﻣﺎﺷ ﻪﺘﺳد ﻪﻧ رد ﯽﺻﻮﺼﺧ ﺶﺨﺑ يراﺬﮔ ،

ﯽﺷزرو ﻞﻣاﻮﻋ ،

ﻞﻣاﻮﻋ

يدﺎﺼﺘﻗا و ﯽﻟﺎﻣ ،

ﯽﺑﺎﯾرازﺎﺑ ﺎﺑ ﻂﺒﺗﺮﻣ ﻞﻣاﻮﻋ ،

ﻪﻧﺎﺳر ﻞﻣاﻮﻋ يا

ﯽﺗﺎﻐﯿﻠﺒﺗ و ، ﯽﺳﺎﯿﺳ ﻞﻣاﻮﻋ ،

و ﯽﺘﯾﺎﻤﺣ ﻞﻣاﻮﻋ ﺗ

ﯽﻘﯾﻮﺸ ، ﯽﻋﺎﻤﺘﺟا و ﯽﮕﻨﻫﺮﻓ ﻞﻣاﻮﻋ

ﻮﻘﺣ ﻞﻣاﻮﻋ و ﺪﻧﺪﺷ ﻢﯿﺴﻘﺗ ﯽﻧﻮﻧﺎﻗ و ﯽﻗ

) زروﺎﺸﮐ نارﺎﮑﻤﻫ و ،

1392 .(

ﻧﺎﺴﺣا ﯽ نارﺎﮑﻤﻫو )

1388 ( ﺮﺑاﺮﺑﺎﻧ ي ﺑﺮﻣ ﺖﺻﺮﻓ ﯿ

ﺮﮕ ي ، ﺎﻀﻓ دﻮﺒﻤﮐ ي

ﺷزرو ﯽ و ﻪﺑ) نﺎﻧز ﯾ

هﮋ (نﺎﻤﻠﺴﻣ نﺎﻧز ،

ﺮﺑاﺮﺑﺎﻧ ي ﺖﺻﺮﻓ اﺮﺑ ﺎﻫ ي

ﻪﻓﺮﺣ شزرو ﻪﺑ نﺎﻧز ﻦﺘﺧادﺮﭘ يا

ﻪﺘﺷر داﺪﻌﺗ ﺮﻈﻧ زا يﺎﻫ

رو ﺷز ﯽ ، دﺎﺼﺘﻗا تﻼﮑﺸﻣ ي

ﻌﺒﺗ و ﯿ ﺾ ﺼﺨﺗ رد ﯿ ﺺ زا ار ناﻮﻧﺎﺑ شزرو ﻪﺑ تارﺎﺒﺘﻋا

دﯾ ﺮﮕ ﺪﻧدﺮﮐ ناﻮﻨﻋ ناﻮﻧﺎﺑ شزرو ﺶﺨﺑ ﻪﺑ طﻮﺑﺮﻣ تﻼﮑﺸﻣ )

نارﺎﮑﻤﻫ و ﯽﻧﺎﺴﺣا ،

1386 ( . ﻧﺎﮐ ﯿ مﺎﻬﮕﻨ )2

2003 ( ﻪﻧﺎﺳر ﺶﺷﻮﭘ يا

ﻌﺿ ﯿ ﻒ ار

وﺎﺴﻣ ي ﺎﭘ رﻮﻀﺣ ﺎﺑ ﯿﯾ

ﻦ ﻣﺎﺣ ﯽ ﺎﻫﻮﮕﻟا ﻢﮐ داﺪﻌﺗ و ي

اﺮﺑ هﺪﻧز ي آ نارﺎﮑﺷزرو و ناﻮﺟ ناﺮﺘﺧد ﯾ

هﺪﻨ ﺖﺴﻧاد ) مﺎﻬﮕﻨﯿﻧﺎﮐ ، 2003 (.

روﺮﻣ ﭘﯿ ﺸ ﯿ ﻪﻨ

نﺎﺸﻧ ﯽﻣ ﺪﻫد هزوﺮﻣا شزرو رد ﯽﻟﺎﻣ نﺎﯿﻣﺎﺣ ﺖﯿﻤﻫا ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﻘﺤﺗ

ﯿ تﺎﻘ يدﺎﯾز ، ﻪﺑ دﺎﻌﺑا ﺮﻣا ﻦﯾا ﻒﻠﺘﺨﻣ يﺎﯾاوز و ﻒﻠﺘﺨﻣ ﻪﺘﺧادﺮﭘ

،ﺪﻧا رد و

ﺎﯿﻧد ﻪﮐ ﯽﺗرﻮﺻ ﻪﻧﺎﻓﺎﮑﺷﻮﻣ و ﻖﯿﻗد رﻮﻃ ﺰﯿﻧ ﻪﺑ ﺎﻣ رﻮﺸﮐ رد عﻮﺿﻮﻣ ﻦﯾا ﻪﮐ دراد ﺎﺟ ﺖﺳا هﺪﺷ نﺎﻧز شزرو ﺪﯾﺪﺟ رازﺎﺑ ﻪﺟﻮﺘﻣ

يا ﻪﺘﺧادﺮﭘ نآ ﻪﺑ

.دﻮﺷ ﺗرﻮﺻ رد ﯽ ﻪﮐ ﯽﻧﺎﻣﺮﻬﻗ شزرو ياﺮﺑ ﯽﻓﺎﮐ ﻞﯿﺴﻧﺎﺘﭘ ناﻮﻧﺎﺑ

دراد دﻮﺟو ،

ﺎﻣا ﻞﯿﺴﻧﺎﺘﭘ ﻪﻤﻫ ﻢﻏﺮﯿﻠﻋ يﺎﻫ

دﻮﺟﻮﻣ اﺮﺑ ي نﺎﻧز شزرو ،

نﺎﻧز

ﻌﻧاﻮﻣ ﺎﺑ ﺎﻬﻨﺗ ﯽ

ﻤﺗ ﺪﻨﻧﺎﻣ ﺮﯾ ﻨ تﺎ ﺎﺳﺮﻓ ﺖﻗﺎﻃ ﯾﺎ

ﺮﺣ ﯾ نﺎﻔ ﻧﺎﻬﺟ ﺪﻨﻣ ترﺪﻗ ﯽ

وﺮﺑور ﻧﯿ ﺪﻨﺘﺴ ، اﺮﺑ ﻪﮑﻠﺑ ي ا رﺎﮑﺷزرو نﺎﻣﺮﻬﻗ نز ﯾ

ﻧاﺮ ﯽ ﻤﺳر ﻪﺑ ﯿ ﺖ ﻪﺘﺧﺎﻨﺷ

نﺪﺷ ، ﻧ نآ رد ﺖﮐﺮﺷ هﻮﺤﻧ و ﺖﺑﺎﻗر ﻖﺣ ﯿﺰ

، ﺸﻟﺎﭼ ﯽ و ﺖﺨﺳ راﻮﺷد بﻮﺴﺤﻣ ﯽﻣ دﻮﺷ . ﯽﻓﺮﻃ زا ، ﻞﯿﺴﻧﺎﺘﭘ ﮥﻤﻫ دﻮﺟو ﺎﺑ رﻮﺸﮐ رد نﺎﻣﺮﻬﻗ ناﻮﻧﺎﺑ

ﺪﻧراد ﻪﮐ ﯽﯾﺎﻫ ،

ﯽﯾﺎﯿﻧد ﺎﺑ ﮓﯿﻟ .ﺖﺳا ﯽﻟﺎﻣ ﯽﻣﺎﺣ ﻦﺘﺷاﺪﻧ ﺎﻬﻧآ ﻦﯾﺮﺘﻤﻬﻣ زا ﻪﮐ ﺪﻨﻬﺟاﻮﻣ تﻼﮑﺸﻣزا

يﺎﻫ ﯽﺷزرو ، ﻢﯿﺗ ﺎﻫ و ياﺮﺑ نارﺎﮑﺷزرو

ﺪﻧراد زﺎﯿﻧ ﯽﻟﺎﻣ ﯽﻣﺎﺣ ﻪﺑ ﯽﺷزرو يﺎﻬﺘﯿﻟﺎﻌﻓ مﺎﺠﻧا ،

نارﺎﮑﺷزرو زا ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ﻪﺑ ﺮﺿﺎﺣ يﺮﺴﻧﺎﭙﺳا ﭻﯿﻫدراﻮﻣ ﺐﻠﻏا رد ﻪﮐ ﺖﺳا ﯽﻟﺎﺣ رد ﻦﯾا

1. Nielson Sports

2. Cunningham

ﻢﯿﺗ و يﺎﻫ ﺖﺴﯿﻧ ناﻮﻧﺎﺑ ﯽﺷزرو ،

ﻦﯾا ﻪﮐ عﻮﺿﻮﻣ ﮐ .ﺖﺳا ﻪﺒﺨﻧ رﺎﮑﺷزرو ناﻮﻧﺎﺑ زا ﺖﯾﺎﻤﺣ ةﺪﻤﻋ ﺶﻟﺎﭼ ﯿ

ﻢ

1) 2007 ( ﺎﻤﺣ ﯾ ﺖ ﻟﺎﻣ ﯽ هﺪﻤﻋ ار ﺮﺗ ﯾ ﻦ

ﺑ و ﻪﺘﺴﻧاد شزرو ﻪﻌﺳﻮﺗ ﻞﻣﺎﻋ ﯿ

نﺎ ﯽﻣ دراد ، ﺎﻤﺣ ﺮﮔا ﯾ ﺖ ﻟﺎﻣ ﯽ دﻮﺷ ﻪﺘﺷادﺮﺑ ،

ﻫﯿ ﭻ ﯾ ﮏ ﺎﻬﺷزرو زا ي ﻧﺎﻣﺮﻬﻗ ﯽ ﻪﻓﺮﺣ و يا ﻪﺑ دﻮﺑ ﺪﻨﻫاﻮﺨﻧ ردﺎﻗ

ﺣﯿ تﺎ ﺪﻨﻫد ﻪﻣادا دﻮﺧ )

نارﺎﮑﻤﻫ و ﻦﯾرآ ،

1396 (.

ﺖﺳا ناﺮﯾا نﺎﻧز شزرو زا ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ درﻮﻣ رد ﺶﻨﯿﺑ ﻪﺋارا ﻪﻌﻟﺎﻄﻣ ﻦﯾا زا فﺪﻫ

.

ﯽﻟﺎﻣ نﺎﯿﻣﺎﺣ بﺬﺟ ﺪﻨﻣزﺎﯿﻧ ﯽﻟﻮﺻا و ﯽﻤﻠﻋ ترﻮﺻ ﻪﺑ شزرو ﻪﺑ ﻦﺘﺧادﺮﭘ ﯽﻣ

ﻬﻣ زا ﯽﮑﯾ ﺮﺿﺎﺣ لﺎﺣ رد ﻪﮐ ﺪﺷﺎﺑ شزرو تﻼﮑﺸﻣ ﻦﯾﺮﺘﻤ

ﯽﻧﺎﻣﺮﻬﻗ رﻮﺸﮐ ناﻮﻧﺎﺑ ﯽﻣ

ﺪﺷﺎﺑ ، ور ﻦﯾا زا دﺮﮑﯾور ﺎﺑ ﺶﻫوﮋﭘ ﻦﯾا

ﯽﻓﺎﺸﺘﮐا ﺐﺳﺎﻨﻣ شور زا هدﺎﻔﺘﺳا و ،

ﯽﭘ رد ﺷ ﻪﻨﯿﻣز ﻊﻧاﻮﻣ و ﻂﯾاﺮﺷ ﯽﯾﺎﺳﺎﻨ

ﻪﻌﺳﻮﺗ يا شزرو

ﯽﻧﺎﻣﺮﻬﻗ ناﻮﻧﺎﺑ ﻖﯾﺮﻃ زا ﯽﻟﺎﻣ ﺖﯾﺎﻤﺣ ﺖﺳا

ﺰﯿﻧ و ﯽﻣ ﮐ توﺎﻔﺘﻣ يدﺮﮑﯾور ﺎﺑ ﺪﺷﻮ ،

سﺎﺳا ﺮﺑ اﺮﺷ

ﻂﯾ لﺪﻣ ﻪﺋارا ﻪﺑ دﻮﺟﻮﻣ

ﻪﻨﯿﻣز ﺶﻘﻧ يا ﺎﻣ ﺖﯾﺎﻤﺣ

ﯽﻟ ﯽﻧﺎﻣﺮﻬﻗ شزرو ﻪﻌﺳﻮﺗ رد نﺎﻧز

دزادﺮﭙﺑ ﺴﻣ ﻦﯾا ﻞﺣ ﻪﺑ ور ﺶﯿﭘ ﻊﻧاﻮﻣ ﺢﯾﺮﺸﺗ ﺎﺑ و .ﺪﻨﮐ ﮏﻤﮐ ﻞﺋﺎ

ﺳرﺮﺑ ﯽ ﺎﺘﻧ ﯾ ﺞ

ﻘﺤﺗ ﯿ تﺎﻘ شزرو هزﻮﺣ رد نﺎﻧز ﯽﻧﺎﻣﺮﻬﻗ

نﺎﺸﻧ ﻘﺤﺗ ﻪﮐ داد ﯿ

ﻖ ﻌﻣﺎﺟ ﯽ هرﺎﺑرد ي ﻣز ﯿ ﻪﻨ ﯽﻠﻣاﻮﻋ ﺪﻧاﻮﺘﺑ ﻪﮐ مﺪﻋ

ﺮﮔ اﯾ ﺶ شزرو ﻪﺑ ﯽﻟﺎﻣ نﺎﯿﻣﺎﺣ

ناﺮﯾا نﺎﻧز ﯽﻧﺎﻣﺮﻬﻗ ﺒﺗ ار

ﯿﯿ ﻦ ﺪﻨﮐ ، ترﻮﺻ ﻪﺘﻓﺮﮕﻧ ﺖﺳا ، ا تﻼﮑﺸﻣ ﯽﺳرﺮﺑ ترﻮﺻ ﻪﺑ ﻪﺘﻓﺮﮔ ترﻮﺻ ﻢﻫ ﺮﮔا ﺎﯾ و ﮏﯾ ترﻮﺻ ﻪﺑ ﺎﯾ و ﯽﻧﺎﺘﺳ

ﺖﺳا هﺪﯾدﺮﮔ ﯽﺳرﺮﺑ صﺎﺧ ﯽﺷزرو ﻪﺘﺷر اﺬﻟ

مزﻻ ﮔﺪﻨﮐاﺮﭘ ﺎﺗ ﺖﺳا ﯽ

ﻞﻣاﻮﻋ رد ﯾ ﮏ دﻮﺷ هﺪﻧﺎﺠﻨﮔ ﻢﺠﺴﻨﻣ بﻮﭼرﺎﭼ ﺑ و

و ﮓﻨﻫﺮﻓ ﻪﺑ ﻪﺘﺴ

.دﻮﺷ ﻦﯾوﺪﺗ و ﯽﺳرﺮﺑ رﻮﺸﮐ ﻂﯾاﺮﺷ ﯽﯾﻮﮕﺨﺳﺎﭘ لﺎﺒﻧد ﻪﺑ ﻖﯿﻘﺤﺗ ﻦﯾا اﺬﻟ ﻊﻧاﻮﻣ ﻪﮐ ﺖﺳا ﻪﻠﺌﺴﻣ ﻦﯾا ﻪﺑ

ﺎﻤﺣ ﯾ ﺖ ﻟﺎﻣ ﯽ ﻧﺎﻣﺮﻬﻗ شزرو ﯽ

نﺎﻧز ﮐ ناﺮﯾا ياﺮﺑ ﯽﯾﻮﮕﻟا ﻪﭘ و ﺪﻨﻣاﺪ

نآ دﻮﺒﻬﺑ ﯽﻣ

؟داد ﻪﺋارا ناﻮﺗ

شور ﺶﻫوﮋﭘ ﯽﺳﺎﻨﺷ ﺶﻫوﮋﭘ عﻮﻧ زا ﺶﻫوﮋﭘ ﻦﯾا هداد ﻪﮐ ﺖﺳا ﯽﻔﯿﮐ يﺎﻫ

هوﺮﮔ زا هدﺎﻔﺘﺳا ﺎﺑ ﻪﺒﺣﺎﺼﻣ .ﺪﺷ مﺎﺠﻧا ﯽﻤﺳا هوﺮﮔ رد ﻪﺒﺣﺎﺼﻣ زا هدﺎﻔﺘﺳا ﺎﺑ نآ يﺎﻫ

ﯽﻤﺳا هرﺎﺷا ﻖﯿﻤﻋ ﻪﺒﺣﺎﺼﻣ مﺎﺠﻧا و تاﺮﻈﻧ ﻪﻧادازآ ﻪﺋارا نﺎﮑﻣا سﺎﺳا ﺮﺑ ﺪﻨﻤﻓﺪﻫ بﺎﺨﺘﻧا رد هﺪﺷ ﺺﺨﺸﻣ تاﺮﻔﻧ ﺎﺑ يدﺮﻓ ﻪﺒﺣﺎﺼﻣ مﺎﺠﻧا ﻪﺑ

دراد ) ﺮﺘﯾور و ﻦﯿﺘﺴﻨﻤﻟآ ،2

1995 ( هداد ﻞﯿﻠﺤﺗ ياﺮﺑ و ﺎﺑ يرﻮﺌﺗ دﺪﻧاﺮﮔ يراﺬﮔﺪﮐ و ﻞﯿﻠﺤﺗ شور ﺮﺑ ﯽﻨﺘﺒﻣ اﻮﺘﺤﻣ ﻞﯿﻠﺤﺗ شور زا نآ يﺎﻫ

سواﺮﺘﺳا دﺮﮑﯾور -

هﺮﻬﺑ ﻦﯿﺑرﻮﮐ ﻪﯾﺮﻈﻧ شور زا .ﺪﺷ يرادﺮﺑ

ﯽﻧﺎﻣز دﺎﯿﻨﺑ هداد يزادﺮﭘ ﯽﻣ هدﺎﻔﺘﺳا

ﯽﻠﮐ ﻦﯿﯿﺒﺗ ﺎﯾ ﻪﯾﺮﻈﻧ ﮏﯾ ﻪﺋارا ﻪﺑ زﺎﯿﻧ ﻪﮐ دﻮﺷ

ﯽﻣ قﺎﻔﺗا ﯽﻣﺎﮕﻨﻫ ﻦﯾا و ﺖﺴﻫ ﺪﻨﯾآﺮﻓ ﮏﯾ زا (ﯽﻟﺎﻤﺟا) ﻪﯾﺮﻈﻧ ﻪﮐ ﺪﺘﻓا

ﺎﯾ حﻼﺻا ﻪﺑ زﺎﯿﻧ و ﺪﻨﺘﺴﯿﻧ ﻪﻌﻟﺎﻄﻣ درﻮﻣ ﻪﻠﺌﺴﻣ يﻮﮕﺨﺳﺎﭘ دﻮﺟﻮﻣ يﺎﻫ

ﻪﻌﻟﺎﻄﻣ درﻮﻣ ﺮﻈﻧ ﺐﺣﺎﺻ داﺮﻓا ﺮﻈﻧ شور ﻦﯾا رد ﻪﮐ ﺎﺠﻧآ زا ﻊﻗاو رد .ﺪﻧراد ﺮﻈﻧ ﺪﯾﺪﺠﺗ ﯽﻣ راﺮﻗ ﯽﺳرﺮﺑ و

ﺐﺳﺎﻨﺘﻣ ﺐﻟﺎﻄﻣ نﻮﭼ ﻦﯿﻨﭽﻤﻫ و دﺮﯿﮔ

ﯽﻣ حﺮﻄﻣ ﻪﻌﻟﺎﻄﻣ درﻮﻣ ﻪﻠﺌﺴﻣ زوﺮﺑ نﺎﻣز و ﺖﯿﻌﻗﻮﻣ ﺎﺑ ﺪﻧﻮﺷ

، ..دراد ﺮﯿﺴﻔﺗ ﺖﯿﻠﺑﺎﻗ ﯽﺑﻮﺧ ﻪﺑ ﺎﻣﻮﻤﻋ

تﺎﻘﯿﻘﺤﺗ رد ﻖﯿﻘﺤﺗ ﻪﻌﻣﺎﺟ بﺎﺨﺘﻧا ياﺮﺑ

زا ﯽﻔﯿﮐ يﮋﺗاﺮﺘﺳا ﯽﻣ هدﺎﻔﺘﺳا يزﺎﺳ ﺚﻠﺜﻣ

.دﻮﺷ ﻨﻣ ﺎﯾ ﻒﻠﺘﺨﻣ يﺎﻬﺷور زا هدﺎﻔﺘﺳا ﻪﺑ يزﺎﺳ ﺚﻠﺜﻣ هرﺎﺷا ﯽﻔﯿﮐ تﺎﻘﯿﻘﺤﺗ رد ﻒﻠﺘﺨﻣ هداد ﻊﺑﺎ

دراد ) ﻦﺗﺎﭘ ،3

999 1(

ﯽﻌﻄﻗ و ﯽﻤﺘﺣ يﺮﻣا ﯽﻔﯿﮐ تﺎﻘﯿﻘﺤﺗ ﻪﺒﺣﺎﺼﻣ ﺶﺨﺑ رد نﺎﮔﺪﻨﻨﮐ ﺖﮐﺮﺷ بﺎﺨﺘﻧا رد يزﺎﺳ ﺚﻠﺜﻣ زا هدﺎﻔﺘﺳا ﻦﯿﻨﭽﻤﻫ .

ﺖﺳا ) ﻮﯿﻟا ﻦﻟآ ور ،4

2006 ( . سﺎﺳا ﻦﯾا ﺮﺑ ،

هداد ﺎﺗ ﺪﺷ شﻼﺗ ﻪﻨﯿﻣز ياراد ﺎﯾ و هدﻮﺑ طﺎﺒﺗرا رد ﻖﯿﻘﺤﺗ عﻮﺿﻮﻣ ﺎﺑ ﯽﻋﻮﻧ ﻪﺑ ﻪﮐ ﯽﻔﻠﺘﺨﻣ داﺮﻓا زا ﺎﻫ

ﯽﺼﺼﺨﺗ ، ﺪﻧدﻮﺑ ﻂﺒﺗﺮﻣ تﺎﻘﯿﻘﺤﺗ ﺎﯾ و ﻪﯾﺮﺠﺗ ،

ﺐﯿﺗﺮﺗ ﻦﯾا ﻪﺑ .ددﺮﮔ يروآ ﻊﻤﺟ ،

ناﺮﻈﻧ ﺐﺣﺎﺻ ار ﺶﻫوﮋﭘ يرﺎﻣآ ﻪﻌﻣﺎﺟ هزﻮﺣ رد

نﺎﻧز شزرو

نﺎﻧز تﺎﻌﻟﺎﻄﻣ ﺎﺑ ﻂﺒﺗﺮﻣ رﺎﺛآ ياراد ﯽﺷزرو ﺖﯾﺮﯾﺪﻣ ﺪﯿﺗﺎﺳا ﻞﻣﺎﺷ ،

نﺎﻧز تﺎﻌﻟﺎﻄﻣ هزﻮﺣ ناﺮﮕﺸﻫوﮋﭘ ،

نﺎﻣزﺎﺳ ﻦﯿﻟﻮﺌﺴﻣ و ناﺮﯾﺪﻣ ﯽﺷزرو يﺎﻫ

ﯽﯾﻮﺠﺸﻧاد شزرو) ،

نﻮﯿﺳارﺪﻓ (شروﺮﭘ و شزﻮﻣآ و ﺎﻫ

، نﺎﯿﺑﺮﻣ ، نارﺎﮑﺷزرو ،

ﻪﻌﻣﺎﺟ ﻪﻧﻮﻤﻧ شور ﻪﺑ و ﺪﻧداد ﻞﯿﮑﺸﺗ نﺎﺳﺎﻨﺸﻧاور و نﺎﺳﺎﻨﺷ يﺮﯿﮔ

يﺮﻈﻧ عﺎﺒﺷا ﺪﺣ ﻪﺑ نﺪﯿﺳر ﺎﺗ يﺮﻈﻧ و ﺪﻨﻤﻓﺪﻫ 22

ﺪﻧدﺮﮐ ﺖﮐﺮﺷ ﻪﺒﺣﺎﺼﻣ رد ﺮﻔﻧ ) لوﺪﺟ رد ﺎﻬﻧآ تﺎﺼﺨﺸﻣ ﻪﮐ

1 .ﺖﺳا هﺪﺷ جرد ( ياﺮﺑ

هداد يروآدﺮﮔ ﺎﻫ

، ﻪﻤﯿﻧ ﮥﺒﺣﺎﺼﻣ زا ﺐﯿﺗﺮﺗ ﻦﯾا ﻪﺑ .ﺪﺷ هدﺎﻔﺘﺳا نﺎﮔﺮﺒﺧ ﺎﺑ ﻪﺘﻓﺎﯾرﺎﺘﺧﺎﺳ

، ﻦﯿﮕﻧﺎﯿﻣ رﻮﻃ ﻪﺑ ﻪﺒﺣﺎﺼﻣ ﺮﻫ 65

.ﺪﯿﻣﺎﺠﻧا لﻮﻃ ﻪﺑ ﻪﻘﯿﻗد

زا نﺎﻨﯿﻤﻃا لﻮﺼﺣ ياﺮﺑ ﻪﻠﺻﺎﺣ يﺎﻫﺪﮐ ﯽﯾﺎﯾﺎﭘ

ﻪﺘﻓﺎﯾ ندﻮﺑ ﻖﯿﻗد ﺮﮕﯾد ﯽﺗرﺎﺒﻋ ﻪﺑ ﺎﯾ ﯽﻨﯿﺑزﺎﺑ و نارﺎﮑﻤﻫ ﻂﺳﻮﺗ ﯽﺳرﺮﺑ و لﺮﺘﻨﮐ هﻮﯿﺷ ود زا ﺎﻫ

1. Kim

2.Ulmenstein & Ruyter

3.Patton

4.Oliver-Hoyo & Allen

ﺖﮐﺮﺷ ﺮﯿﻏ ﻦﯿﺼﺼﺨﺘﻣ ﺮﻈﻧ لﺎﻤﻋا و ﺪﯾدﺮﮔ هدﺎﻔﺘﺳا ﺶﻫوﮋﭘ رد هﺪﻨﻨﮐ

ﮐ ﺪﺷ هدﺎﻔﺘﺳا ﻦﻫﻮﮐ ﯽﻧورد ﯽﯾﺎﯾﺎﭘ ﺐﯾﺮﺿ زا رﻮﻈﻨﻣ ﻦﯾا ﻪﺑ نﺎﺸﻧ ﻪ

.دﻮﺑ ناراﺬﮔﺪﮐ ﻦﯿﺑ بﻮﻠﻄﻣ ﯽﯾﺎﯾﺎﭘ هﺪﻨﻫد هداد يروآدﺮﮔ راﺰﺑا

ﺎﻫ ، تﻮﺻ ﻂﺒﺿ ﻞﻣﺎﺷ ،

دﻮﺑ ﺬﻏﺎﮐ و ﻢﻠﻗ .

ﻪﺘﻓﺎﯾ ﺎﻫ ) لوﺪﺟ رد ﻖﯿﻘﺤﺗ ﻪﺒﺣﺎﺼﻣ ﺶﺨﺑ رد هﺪﻨﻨﮐ ﺖﮐﺮﺷ داﺮﻓا تﺎﺼﺨﺸﻣ 1

.ﺖﺳا هﺪﺷ جرد ( تﺎﻘﯿﻘﺤﺗ رد ﺖﺳا ﺮﮐذ ﻪﺑ مزﻻ

تﺎﻣاﺰﻟا ﻞﯿﻟد ﻪﺑ

ﺮﻓ فﺮﻌﻣ تﺎﺼﺨﺸﻣ ﺎﯾ و مﺎﻧ ﺮﮐذ زا ﯽﻗﻼﺧا ﻪﻈﺣﻼﻣ ﻪﮐ رﻮﻄﻧﺎﻤﻫ.ﺖﺳا هﺪﺷ بﺎﻨﺘﺟا ﺮﮔ ﻪﺒﺣﺎﺼﻣ د

ﯽﻣ ﺮﻈﻧ زا نﺎﮔﺪﻨﻨﮐ ﺖﮐﺮﺷ ﻪﯿﻠﮐ دﻮﺷ

هدﻮﺑ رادرﻮﺧﺮﺑ بﻮﻠﻄﻣ ﻂﯾاﺮﺷ زا ﻖﯿﻘﺤﺗ عﻮﺿﻮﻣ ﺎﺑ طﺎﺒﺗرا رد ﯽﻠﻐﺷ و ﯽﻠﯿﺼﺤﺗ يﺎﻬﯿﮔﮋﯾو .ﺪﻧا

لوﺪﺟ 1 ﻪﺒﺣﺎﺼﻣ رد نﺎﮔﺪﻨﻨﮐ ﺖﮐﺮﺷ تﺎﺼﺨﺸﻣ .

ﻒﯾدر ﺖﯿﺴﻨﺟ تﻼﯿﺼﺤﺗ ناﺰﯿﻣ

ﻞﻐﺷ

1 دﺮﻣ

يﺮﺘﮐد و هﺎﮕﺸﻧاد دﺎﺘﺳا

ﯽﺷزرو ﺖﯾﺮﯾﺪﻣ ﺐﺘﮐ تارﺎﺸﺘﻧا ﺐﺣﺎﺻ

2 دﺮﻣ

ﺪﺷرا ﯽﺳﺎﻨﺷرﺎﮐ هﺎﮕﺷﺎﺑ ﺮﯾﺪﻣ

3 نز

ﻢﻠﭙﯾد ﯽﺷزرو ﯽﺑﺮﻣ

4 دﺮﻣ

يﺮﺘﮐد هﺎﮕﺸﻧاد دﺎﺘﺳا

5 نز

ﯽﻧﺪﺑ ﺖﺑﺮﺗ سﺎﻨﺷرﺎﮐ شزرو ﯽﺑﺮﻣ

6 دﺮﻣ

ﯽﺳﺎﻨﺷرﺎﮐ ﯽﻠﻣ ﻢﯿﺗ ﻖﺑﺎﺳ ﻦﮑﯾزﺎﺑ و ﯽﺷزرو ﺖﯿﻫ ﺲﯿﺋر

7 دﺮﻣ

ﻢﻠﭙﯾد ﯽﺷزرو يﺎﻬﻤﯿﺗ ﯽﻣﺎﺣ و ﯽﺘﻌﻨﺻ ﻪﻧﺎﺧرﺎﮐ ﺮﯾﺪﻣ

8 دﺮﻣ

ﺪﺷرا سﺎﻨﺷرﺎﮐ نﺎﻧاﻮﺟ و شزرو هرادا ﺪﻨﻣرﺎﮐ

9 نز

ﺪﺷرا سﺎﻨﺷرﺎﮐ ﯽﺷزرو ﺖﺌﯿﻫ ﺲﯿﺋر ﺐﺋﺎﻧ

10 دﺮﻣ

ﻢﻠﭙﯾد قﻮﻓ ﯽﺷزرو يﺎﻬﻤﯿﺗ ﯽﻣﺎﺣ و ﯽﺘﻌﻨﺻ ﻪﻧﺎﺧرﺎﮐ ﺮﯾﺪﻣ

11 نز

يﺮﺘﮐد نﺎﻧز هزﻮﺣ لﺎﻌﻓ و رﺎﮑﺷزرو

12 نز

يﺮﺘﮐد ﯽﺷزرو ﺮﯿﺑد

13 نز

يﺮﺘﮐد و نﺎﻧز هزﻮﺣ لﺎﻌﻓ و رﺎﮑﺷزرو

ﻢﯿﺗﺮﺴﻧﺎﭙﺳا ﯽﺷزرو يﺎﻫ

14 دﺮﻣ

يﺮﺘﮐد ﯽﺷزرو يﺎﻬﻤﯿﺗ ﯽﻣﺎﺣ و ﯽﺻﻮﺼﺧ ﺖﮐﺮﺷ ﺮﯾﺪﻣ

15 دﺮﻣ

يﺮﺘﮐد هﺎﮕﺸﻧاد دﺎﺘﺳا

16 دﺮﻣ

ﺪﺷرا سﺎﻨﺷرﺎﮐ نﻮﯿﺳارﺪﻓ ﺲﯿﺋر

17 دﺮﻣ

ﯽﺳﺎﻨﺷرﺎﮐ ﯽﺷزرو ﺖﺌﯿﻫ ﺲﯿﺋر

18 نز

ﺪﺷرا ﯽﺳﺎﻨﺷرﺎﮐ نﺎﻧز هزﻮﺣ لﺎﻌﻓ و ﻪﻧﺎﺳر

19 دﺮﻣ

ﺪﺷرا ﯽﺳﺎﻨﺷرﺎﮐ نﻮﯿﺳارﺪﻓ ﺲﯿﺋر

20 نز

ﺪﺷرا ﯽﺳﺎﻨﺷرﺎﮐ ﯽﺷزرو ﺖﯾﺮﯾﺪﻣ يﻮﺠﺸﻧاد

21 نز

يﺮﺘﮐد ﯽﺷزرو ﺖﯾﺮﯾﺪﻣ يﻮﺠﺸﻧاد

22 نز

يﺮﺘﮐد رﻮﺸﮐ ناﻮﻧﺎﺑ شزرو ﺪﺷرا ﻦﯿﻟﻮﺌﺴﻣ زا

هداد ﻞﯿﻠﺤﺗ ﺞﯾﺎﺘﻧ زﺎﺑ يراﺬﮔﺪﮐ شور ﻪﺳ زا هدﺎﻔﺘﺳا ﺎﺑ ﺎﻫ

، حﺮﺷ ﻪﮐ ﯽﺑﺎﺨﺘﻧا يراﺬﮔﺪﮐ و يرﻮﺤﻣ يراﺬﮔﺪﮐ ﮐ

شور ﺶﺨﺑ رد نآ ﻞﻣﺎ ﯽﺳﺎﻨﺷ

ﺪﻣآ ، ةرﺎﻤﺷ لوﺪﺟ رد 2

ﯽﻣ هﺪﻫﺎﺸﻣ دﻮﺷ

ﺪﺷ هداد ﺢﯿﺿﻮﺗ ﺮﺘﺸﯿﭘ ﻪﮐ رﻮﻄﻧﺎﻤﻫ.

، زﺎﺑ يراﺬﮔﺪﮐ ،

ﯽﻠﯿﻠﺤﺗ ﺪﻨﯾآﺮﻓ ا

نآ ﻖﯾﺮﻃ زا ﻪﮐ ﺖﺳ ،

ﻢﯿﻫﺎﻔﻣ

ﯽﮔﮋﯾو و هﺪﺷ ﯽﯾﺎﺳﺎﻨﺷ هداد رد نآ دﺎﻌﺑا و ﺎﻫ

ﺎﻫ ﯽﻣ ﻒﺸﮐ ﻪﻟﻮﻘﻣ ﻪﻠﺣﺮﻣ ﻦﯾا رد .ﺪﻧﻮﺷ

ﻖﯾﺮﻃ زا ﻪﯿﻟوا يﺎﻫ ﺶﺨﺑ

ﻪﺘﻓﺮﮔ ﻞﮑﺷ تﺎﻋﻼﻃا يﺪﻨﺑ

ﻪﻟﻮﻘﻣ و ، ﻢﯿﻫﺎﻔﻣ زا يا ﻪﻘﺒﻃ ﻪﮐ ﺖﺳا

، .ﺖﺳا ﻪﺘﻓﺮﮔ ﻞﮑﺷ