GAP ANALYSIS BETWEEN CURRENT AND DESIRED SITUATION OF THE FACTORS AFFECTING THE MANAGEMENT OF AMBUSH MARKETING RISKS IN MAJOR SPORTING EVENTS

The purpose of this study was to analyze the gap between current and optimal status ambush marketing risk management in major sporting events. research method descriptive-causal comparative. statistical population all people who had experience leading sports caravans being a member executive board for holding From them 160 (by available-random method) were selected as sample. Data collection tool researcher-made questionnaire consisting factors affecting risks arising from marketing, which set two parts: situation desired situation. face content validity confirmed by professors experts. reliability obtained through Cronbach's alpha coefficient 0.86. Frequency table, frequency percentage, mean standard deviation used data at level descriptive statistics. Due normality distribution, correlated t-test compare with expected limit paired significant way (α = 0.05). results showed that among related lurking events, cultural factors, spectator rule sport event media lower than (average) events sponsors higher expected. Analysis terms professors, elites organizers aspects is relatively weak.