Readiness of Prospective Sports Managers for Artificial Intelligence: A Qualitative Study into Perceptions and Educational Preparedness

Abstract

The aim of this study is to examine the perceptions, attitudes, levels of competence, and professional projections regarding artificial intelligence among undergraduate students of sports management through a qualitative approach. The study was con-ducted with 12 volunteer students enrolled in the Department of Sports Management at the Faculty of Sport Sciences, Manisa Celal Bayar University. A phenomenological research design was employed, and the data were collected through semi-structured interviews. The data obtained from the interviews were analyzed using MAXQDA 2025 software through descriptive and content analysis methods. As a result of the analysis, eight main themes emerged. Although the participants perceive artificial in-telligence as a supportive tool in education, they also express concerns due to ethical issues, lack of trust, and perceived inadequacies. This study contributes to the under-standing of how artificial intelligence is perceived within the context of sports man-agement education and offers important insights into how educational programs should be structured accordingly.

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