التحول الرقمي وعلاقته بالتسويق الرياضي بأقسام ودوائر وكليات التربية الرياضية في فلسطين
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Date
2026-01-03
Authors
مهند جمال أحمد سعد
Muhannad Jamal Ahmed Saad
Journal Title
Journal ISSN
Volume Title
Publisher
Al-Quds Univeersity
Abstract
هدف هذه الدراسة التعرف إلى التحول الرقمي وعلاقته بمستوى التسويق الرياضي في كليات وأقسام التربية الرياضية الفلسطينية، والكشف عن أثر أبعاد التحول الرقمي (الاستراتيجية الرقمية، التقنيات المتقدمة، البنية التحتية الرقمية) في تطوير التسويق الرياضي، إضافة إلى تحديد أبرز التحديات التي تواجه توظيف التحول الرقمي في دعم الأنشطة التسويقية الرياضية. استخدم الباحث المنهج الوصفي الإرتباطي لملاءمته طبيعة الدراسة وأهدافها، وطبّقت الاستبانة على عينة عشوائية مكوّنة من (67) عضو هيئة تدريس من أصل (80) يمثلون مجتمع الدراسة بنسبة (83.7%) من أقسام ودوائر وكليات التربية الرياضية في فلسطين. جرى تحليل البيانات باستخدام برنامج (SPSS) من خلال المتوسطات الحسابية والانحرافات المعيارية واختباري (ت) وتحليل التباين الأحادي ومعامل ارتباط بيرسون، كما تم التحقق من الصدق والثبات باستخدام معامل كرونباخ ألفا. يشير واقع التحول الرقمي في كليات التربية الرياضية إلى مستوى متوسط، بمتوسط حسابي (3.05)، كما جاء مستوى التسويق الرياضي الرقمي في الإطار نفسه تقريبًا، حيث ما تزال ممارساته تعتمد بدرجة أكبر على الجهود الفردية مقارنة بالتنظيم المؤسسي. وفي المقابل، يتضح أن التحول الرقمي يسهم في رفع كفاءة التسويق الرياضي من خلال تعزيز التفاعل وتحسين جودة المحتوى، إذ بلغ أثر أبعاده على التسويق الرياضي درجة متوسطة مائلة للإيجابية بمتوسط حسابي (3.56). غير أن فاعلية هذا الأثر ما تزال مقيدة بجملة من التحديات، أبرزها ضعف التمويل، ونقص التدريب المتخصص، وغياب التكامل بين الأنظمة التقنية، حيث جاءت درجة التحديات مرتفعة. كما بيّنت المعطيات عدم وجود فروق ذات دلالة إحصائية في واقع التحول الرقمي تُعزى لمتغيري الجنس أو المؤهل العلمي، في حين ظهرت فروق دالة تعزى لمتغيرات العمر، وسنوات الخبرة، والمستوى الوظيفي، وجاءت هذه الفروق لصالح الفئات الأكبر سنًا (50 سنة فأكثر)، والأكثر خبرة (15 سنة فأكثر)، ولصالح الرتب الأكاديمية الأعلى (أستاذ مشارك وأستاذ). إضافة إلى ذلك، وُجدت فروق دالة تعزى لمتغير نوع الجامعة، بما يعكس تباينًا في البيئة المؤسسية ودرجة دعم التحول الرقمي بين الجامعات. وفي ضوء ذلك، تؤكد الدراسة أهمية الانتقال من الممارسات الرقمية الجزئية إلى تبنّي خطط رقمية مؤسسية متكاملة، منسجمة مع التوجهات الوطنية، إلى جانب تخصيص موارد مالية مستقلة، وتكثيف برامج التدريب الرقمي للكوادر الأكاديمية، فضلًا عن دمج مفاهيم التحول الرقمي والتسويق الرياضي ضمن المناهج الدراسية، بما يسهم في تعزيز الاستدامة ورفع كفاءة الأداء الأكاديمي والتسويقي.
This study aims to examine digital transformation and its relationship with the level of sports marketing in Palestinian colleges and departments of physical education, as well as to investigate the impact of digital transformation dimensions (digital strategy, advanced technologies, and digital infrastructure) on the development of sports marketing. In addition, the study seeks to identify the main challenges facing the utilization of digital transformation in supporting sports marketing activities. The researcher adopted the descriptive correlational approach, given its suitability to the nature and objectives of the study. A questionnaire was administered to a random sample of 67 faculty members out of a total population of 80, representing 83.7% of faculty members in physical education departments, divisions, and colleges in Palestine. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) through means, standard deviations, the t-test, one-way analysis of variance (ANOVA), and Pearson’s correlation coefficient. Validity and reliability were verified using Cronbach’s alpha coefficient. The findings indicate that the level of digital transformation in physical education colleges is moderate, with a mean score of (3.05). Similarly, the level of digital sports marketing is approximately within the same range, as its practices continue to rely more on individual efforts rather than institutional organization. Nevertheless, digital transformation contributes to enhancing the efficiency of sports marketing by increasing interaction and improving content quality, as the impact of its dimensions on sports marketing reached a moderate level leaning toward positivity, with a mean score of (3.56). However, the effectiveness of this impact remains constrained by several challenges, most notably limited funding, insufficient specialized training, and a lack of integration among technical systems, with the overall level of challenges rated as high. Furthermore, the results revealed no statistically significant differences in the level of digital transformation attributable to gender or academic qualification, whereas statistically significant differences were found with respect to age, years of experience, and job rank, in favor of older faculty members (50 years and above), those with longer experience (15 years and above), and higher academic ranks (Associate Professor and Professor). In addition, statistically significant differences were found according to type of university, reflecting variations in the institutional environment and the level of support for digital transformation across universities. In light of these findings, the study emphasizes the importance of moving beyond partial digital practices toward the adoption of integrated institutional digital strategies aligned with national orientations, allocating independent financial resources, intensifying digital training programs for academic staff, and integrating digital transformation and sports marketing concepts into academic curricula, thereby enhancing sustainability and improving academic and marketing performance.
This study aims to examine digital transformation and its relationship with the level of sports marketing in Palestinian colleges and departments of physical education, as well as to investigate the impact of digital transformation dimensions (digital strategy, advanced technologies, and digital infrastructure) on the development of sports marketing. In addition, the study seeks to identify the main challenges facing the utilization of digital transformation in supporting sports marketing activities. The researcher adopted the descriptive correlational approach, given its suitability to the nature and objectives of the study. A questionnaire was administered to a random sample of 67 faculty members out of a total population of 80, representing 83.7% of faculty members in physical education departments, divisions, and colleges in Palestine. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) through means, standard deviations, the t-test, one-way analysis of variance (ANOVA), and Pearson’s correlation coefficient. Validity and reliability were verified using Cronbach’s alpha coefficient. The findings indicate that the level of digital transformation in physical education colleges is moderate, with a mean score of (3.05). Similarly, the level of digital sports marketing is approximately within the same range, as its practices continue to rely more on individual efforts rather than institutional organization. Nevertheless, digital transformation contributes to enhancing the efficiency of sports marketing by increasing interaction and improving content quality, as the impact of its dimensions on sports marketing reached a moderate level leaning toward positivity, with a mean score of (3.56). However, the effectiveness of this impact remains constrained by several challenges, most notably limited funding, insufficient specialized training, and a lack of integration among technical systems, with the overall level of challenges rated as high. Furthermore, the results revealed no statistically significant differences in the level of digital transformation attributable to gender or academic qualification, whereas statistically significant differences were found with respect to age, years of experience, and job rank, in favor of older faculty members (50 years and above), those with longer experience (15 years and above), and higher academic ranks (Associate Professor and Professor). In addition, statistically significant differences were found according to type of university, reflecting variations in the institutional environment and the level of support for digital transformation across universities. In light of these findings, the study emphasizes the importance of moving beyond partial digital practices toward the adoption of integrated institutional digital strategies aligned with national orientations, allocating independent financial resources, intensifying digital training programs for academic staff, and integrating digital transformation and sports marketing concepts into academic curricula, thereby enhancing sustainability and improving academic and marketing performance.