EVALUATING THE POTENTIALS OF SPORTS BUSINESSES: SWOT ANALYSIS

The aim of this research is to examine the potentials of sports enterprises with SWOT analysis. In this direction, phenomenology method, one of the qualitative research methods, was preferred as the research model. The population of the research consisted of sports facility enterprises in Bayburt province. The sample group consisted of 8 business managers determined by convenience sampling method. A semi-structured interview form was used to collect the data. In the data analysis phase, the data obtained were analysed by content analysis. As a result, suggestions were made within the framework of increasing the strengths of the enterprises, eliminating their weaknesses, taking measures against threats and utilising their opportunities.