El marketing deportivo como estrategia de fidelización de aficionados de la liga nacional de fútbol de Honduras
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Date
2025-06-05
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
La presente investigación tuvo como objetivo la fidelización de aficionados de la Liga Nacional de Fútbol de Honduras, utilizando como instrumento la estrategia el marketing deportivo y cómo éste puede aplicarse; además se realizó un estudio basado en el comportamiento, las circunstancias y satisfacción de los aficionados. De acuerdo con la realización de la encuesta tuvimos como resultado y conocimiento la situación de los aficionados y como se sienten ellos ante las actividades en los estadios. Pudimos también indagar porqué algunos aficionados se han alejado de los estadios, causando esto un problema económico en los equipos de la Liga Nacional de fútbol de Honduras. A fin de corregir los problemas de la Liga Nacional, hemos planteado una propuesta la cual ha sido la implementación de “El marketing deportivo como estrategia de la fidelización de aficionado de la Liga Nacional de Futbol de Honduras” el cual lo desarrollamos de acuerdo a un modelo que hemos estudiado y ha sido citado, además con el marketing deportivo como estrategia, podemos dirigirnos con el fin de poder vincular y fortalecer relaciones entre los aficionados y la Liga Nacional a través de los clubes.
The present investigation had as objective the loyalty of fans of the National Soccer League of Honduras, using the sports marketing strategy as an instrument and how it can be applied, in addition a study was carried out based on the behavior, circumstances and satisfaction of the fans. According to the survey, we had as a result and knowledge of the situation of the fans and how they feel about the activities in the stadiums, having proof of the behavior of the fans the fact that they have moved away from the stadiums causing this an economic problem in the national league teams. Through this, we were able know strategies which will allow the National League to retain its fans through professional soccer clubs. In order to correct the problems of the National League, we have raised a proposal which has been the implementation of "Sports marketing as a fans loyalty strategy of the Honduras National Soccer League " which we developed according to a model that we have studied and has been cited, in addition to sports marketing as a strategy, we can address ourselves in order to link and strengthen relationships between fans and the National League through the clubs.
The present investigation had as objective the loyalty of fans of the National Soccer League of Honduras, using the sports marketing strategy as an instrument and how it can be applied, in addition a study was carried out based on the behavior, circumstances and satisfaction of the fans. According to the survey, we had as a result and knowledge of the situation of the fans and how they feel about the activities in the stadiums, having proof of the behavior of the fans the fact that they have moved away from the stadiums causing this an economic problem in the national league teams. Through this, we were able know strategies which will allow the National League to retain its fans through professional soccer clubs. In order to correct the problems of the National League, we have raised a proposal which has been the implementation of "Sports marketing as a fans loyalty strategy of the Honduras National Soccer League " which we developed according to a model that we have studied and has been cited, in addition to sports marketing as a strategy, we can address ourselves in order to link and strengthen relationships between fans and the National League through the clubs.
Keywords
Fidelización de Aficionados, Liga Nacional de Fútbol de Honduras, Marketing Deportivo, Modelo Estratégico