IMPLEMENTACIJA ODRŽIVIH STRATEGIJA U MENADŽMENTU SPORTSKIH DOGAĐAJA: ANALIZA FAKTORA USPEHA I KLJUČNIH PREPREKA
Sažetak
U radu je analizirana primena održivih („zelenih“) strategija u menadžmentu sportskih događaja. Cilj istraživanja bio je identifikacija ključnih prepreka uspešnoj implementaciji ovih strategija i formulacija preporuka za unapređenje prakse. Korišćena je kombinacija kvalitativnih i kvantitativnih metoda, uključujući strukturisane upitnike, polustrukturisane intervjue, analizu dokumentacije i direktno posmatranje. Analizirana su tri sportska događaja različitih veličina održana u Srbiji tokom 2023. godine. Utvrđeno je da implementacija održivih strategija zavisi od veličine i dostupnih resursa događaja. Glavne prepreke za sprovođenje ovih strategija su visoki troškovi, nedostatak stručnog kadra i logističke barijere. Potvrđen je pozitivan uticaj uključivanja lokalne zajednice i primene digitalnih tehnologija na efikasnost implementacije ekoloških mera. Rezultati jasno ukazuju da su organizacioni kapaciteti i resursi ključni faktori uspešne primene održivosti. Identifikovane prepreke sugerišu potrebu za sistematskim pristupom, većom institucionalnom podrškom i kontinuiranom edukacijom kadrova. Integracija održivosti u organizaciju sportskih događaja zahteva detaljno planiranje, institucionalnu podršku i edukaciju. Preporuke rada mogu pomoći organizatorima da efikasnije implementiraju održive prakse i prevaziđu postojeće prepreke.
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