طراحی مدل توسعه ورزش همگانی با تاکید بر ابعاد بازاریایی اجتماعی
محورهای موضوعی : فعالیت بدنی و اجتماعی شدنسهیلا توحیدی 1 , مهرداد محرم زاده 2 , مسعود ایمان زاده 3 , سیمین اسگندری دستگیری 4
1 - گروه تربیت بدنی، واحد اردبیل، دانشگاه آزاد اسلامی، اردبیل، ایران
2 - گروه مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 - گروه تربیت بدنی، واحد اردبیل، دانشگاه آزاد اسلامی، اردبیل، ایران
4 - گروه تربیت بدنی، واحد اردبیل، دانشگاه آزاد اسلامی، اردبیل، ایران
کلید واژه: ورزش همگانی, توسعه ورزش, محصول, قیمت, بازاریابی اجتماعی,
چکیده مقاله :
هدف: هدف از این پژوهش طراحی مدل توسعه ورزش همگانی بانوان استان اردبیل با تأکید بر ابعاد بازاریابی اجتماعی بود. روش شناسی: روش این پژوهش از نوع توصیفی- همبستگی بود. جامعۀ آماری را مشتریان بانوان باشگاه‌های ورزشی استان اردبیل و نیز بانوان فعال در پارک‌ها و ورزش‌های صبح‌گاهی و اماکن رو باز تشکیل می‌دادند. نمونه آماری ه تعداد 7 برابر تعداد گویه‌های شناسایی شده نمونه را به روش تصادفی طبقه‌ای با توجه به 63 گویه شناسایی‌شده تعداد نمونه 441 نفر انتخاب شد که بعد از پخش پرسشنامه تعداد 442 پرسشنامه به‌صورت کامل گردآوری‌شده بود که 430 مورد از آن‌ها کامل بودند و مورد تجزیه‌وتحلیل قرار گرفتند. ابزار پژوهش شامل دو پرسشنامه‌ی توسعه ورزش همگانی و بازاریابی اجتماعی بود. روایی ابزار با استفاده ازنظر متخصصان و پایایی پژوهش با استفاده از آلفای کرون باخ مورد تائید قرار گرفت. به‌منظور تجزیه‌وتحلیل داده‌ها و روابط بین متغیرها، از نرم‌افزار اسمارت پی ال اس 3 استفاده شد. یافته ها: یافته‌ها نشان داد که ابعاد بازاریابی اجتماعی به ترتیب ترویج (30/0)، اثربخشی (24/0)، دسترسی (24/0)، اعتماد (22/0)، قیمت (21/0)، محصول (15/0) و تنوع (12/0) اثر معنی‌داری بر توسعه ورزش همگانی در استان اردبیل داشتند. نتیجه گیری: بر اساس یافته‌ها مشخص شد که مشارکت بخش خصوصی از طریق فراهم آوردن امکانات جهت توسعه ورزش همگنی در سطح جامعه اهمیت زیادی دارد و همچنین برای تأثیرگذاری بهتر بازاریابی اجتماعی جهت توسعه ورزش‌های همگانی بهتر است به الویت و اهمیت این ابعاد بیشتر توجه کنند.
Purpose: The purpose of this study was to design a model for the development of women's public sports in Ardabil province with emphasis on social market dimensions.Methodology: The method of this research was descriptive-correlational. The method of this research was descriptive-correlational. The statistical population consisted of women customers of sports clubs in Ardabil province as well as women active in parks and morning sports and open places. The statistical sample was 7 times the number of identified items. The sample was selected by stratified random sampling according to 63 identified items. The number of samples was 441. After distributing the questionnaire, 442 questionnaires were collected in full, of which 430 were complete and analyzed. The research instruments included two questionnaires of public sports development and social marketing. The validity of the instrument was confirmed using the opinion of experts and the reliability of the research was confirmed using Cronbach's alpha. In order to analyze the data and the relationships between the variables, Smart PLS 3 software was used.Results: Findings showed that the dimensions of social retrieval were promotion (0.30), effectiveness (0.24), accessibility (0.24), trust (0.22), price (0.21), and product (0.15), respectively. And diversity (0.12) had a significant effect on the development of public sports in Ardabil province.Conclusion: In general, it is suggested that social marketing training courses be held for all those who are somehow related to sports activities. Also, make these communities familiar with the range of women's sports activities and their capabilities. After the authorities become familiar with these factors, they should carry out promotional activities and extensive communication about the benefits of public sports for women through mass media and social networks. Social marketing approaches regarding public sports in the field of women and how to use them to increase the participation of women in public sports were unknown until now, and no research had been done in this regard in the country. Also, the results of data analysis showed that all dimensions of social marketing had suitable factor loadings as well as fit indices with appropriate sizes for fitting the model. According to the surveys conducted in the field of social marketing, all the researches have used the four-point marketing mix as a tool to promote physical activities and sports, but in this research, new dimensions of social marketing have been used for the development of public sports, which managers Executives should apply these items in their program. In past researches, effective factors in the development of public sports and specific methods of social marketing that have been carried out as interventions have been discussed; while considering the concept of marketing in past researches, no comprehensive approach was observed in the field of public sports. According to the results of this research, we should look for approaches to change behavior in the development of public sports, and according to the results of the present study, the social marketing approach is one of the appropriate and effective ways for the development of public sports.
Abbasi, B., Nazari, R., & Saffari, M. (2021). Influential indicators of citizenship sports in metropolitan areas of Iran. Iranian Journal of Health Education and Health Promotion, 9(2), 115-132.
Basten, S., & Jiang, Q. (2014). China's family planning policies: recent reforms and future prospects. Studies in Family Planning, 45(4), 493-509.
Belfiore, P., & Liccardo, A. (2019). Social marketing and sport management for health promotion. Sport Sci, 12(1), 36-39.
Bellows, L. L., Davies, P. L., Anderson, J., & Kennedy, C. (2013). Effectiveness of a physical activity intervention for Head Start preschoolers: a randomized intervention study. The American Journal of Occupational Therapy, 67(1), 28-36.
DeGraaf, D., Jordan, D. J., & DeGraaf, K. H. (1999). Programming for parks, recreation, and leisure services: A servant leadership approach: Venture Publishing Inc.
DiGuiseppi, C. G., Thoreson, S. R., Clark, L., Goss, C. W., Marosits, M. J., Currie, D. W., & Lezotte, D. C. (2014). Church-based social marketing to motivate older adults to take balance classes for fall prevention: Cluster randomized controlled trial. Preventive medicine, 67, 75-81.
Edwards, M. B. (2015). The role of sport in community capacity building: An examination of sport for development research and practice. Sport management review, 18(1), 6-19.
EKREN, D. C., & ŞENTÜRK, T. (2021). HOW CAN SOCIAL MARKETING AND SOCIAL ENTERPRISES PROMOTE SUSTAINABLE DEVELOPMENT IN COVID-19 WORLD AND BEYOND? Journal of International Social Research, 14(77).
Fujihira, H., Kubacki, K., Ronto, R., Pang, B., & Rundle-Thiele, S. (2015). Social marketing physical activity interventions among adults 60 years and older: a systematic review. Social Marketing Quarterly, 21(4), 214-229.
Khodaparast, S., Azizi, B., Bakhshalipour, V., & Touba, N. (2020). The Role of Privatization on the Development of Sport Tourism in Guilan Province. Educación Física y Deporte, 39(2).
Kubacki, K., Rundle-Thiele, S., Lahtinen, V., & Parkinson, J. (2015). A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014). Young Consumers, 16(2), 141-158.
Pettigrew, S. (2016). Pleasure: an under-utilised ‘P’in social marketing for healthy eating. Appetite, 104, 60-69.
Saberi, A., Fathi, M. R., Ghorbani, M. H., Ragheb, G. B., & Köksal, C. D. (2020). Social marketing mix modelling in order to development sports for all. International Journal of Business Innovation and Research, 23(1), 1-17.
Saberi, A. B., AH; Yazdani, H.; Ali Doost Ghahfarkhi, A; Ghorbani, M. (2019). Designing a mixed social marketing model for the development of mass sports. Sports Management and Development, 8(2), 1-21.
Sun, F., Norman, I. J., & While, A. E. (2013). Physical activity in older people: a systematic review. BMC public health, 13(1), 1-17.
Sun, Z. (2021). Performance evaluation method of social public sports goods development based on fuzzy comprehensive evaluation. International Journal of Product Development, 25(2), 160-174.
Tabatabaei, S. V. A., Ardabili, H. E., Haghdoost, A. A., Nakhaee, N., & Shams, M. (2017). Promoting physical activity in Iranian women: A qualitative study using social marketing. Electronic physician, 9(9), 5279.
Won, D., Kim, H.-H., & Bae, J.-S. (2021). Predicting Continued Participation in Government-Initiated Public Sports Clubs: The Role of Prior Knowledge and Awareness through Health Communications. International Journal of Environmental Research and Public Health, 18(13), 7168.
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Abbasi, B., Nazari, R., & Saffari, M. (2021). Influential indicators of citizenship sports in metropolitan areas of Iran. Iranian Journal of Health Education and Health Promotion, 9(2), 115-132.
Basten, S., & Jiang, Q. (2014). China's family planning policies: recent reforms and future prospects. Studies in Family Planning, 45(4), 493-509.
Belfiore, P., & Liccardo, A. (2019). Social marketing and sport management for health promotion. Sport Sci, 12(1), 36-39.
Bellows, L. L., Davies, P. L., Anderson, J., & Kennedy, C. (2013). Effectiveness of a physical activity intervention for Head Start preschoolers: a randomized intervention study. The American Journal of Occupational Therapy, 67(1), 28-36.
DeGraaf, D., Jordan, D. J., & DeGraaf, K. H. (1999). Programming for parks, recreation, and leisure services: A servant leadership approach: Venture Publishing Inc.
DiGuiseppi, C. G., Thoreson, S. R., Clark, L., Goss, C. W., Marosits, M. J., Currie, D. W., & Lezotte, D. C. (2014). Church-based social marketing to motivate older adults to take balance classes for fall prevention: Cluster randomized controlled trial. Preventive medicine, 67, 75-81.
Edwards, M. B. (2015). The role of sport in community capacity building: An examination of sport for development research and practice. Sport management review, 18(1), 6-19.
EKREN, D. C., & ŞENTÜRK, T. (2021). HOW CAN SOCIAL MARKETING AND SOCIAL ENTERPRISES PROMOTE SUSTAINABLE DEVELOPMENT IN COVID-19 WORLD AND BEYOND? Journal of International Social Research, 14(77).
Fujihira, H., Kubacki, K., Ronto, R., Pang, B., & Rundle-Thiele, S. (2015). Social marketing physical activity interventions among adults 60 years and older: a systematic review. Social Marketing Quarterly, 21(4), 214-229.
Khodaparast, S., Azizi, B., Bakhshalipour, V., & Touba, N. (2020). The Role of Privatization on the Development of Sport Tourism in Guilan Province. Educación Física y Deporte, 39(2).
Kubacki, K., Rundle-Thiele, S., Lahtinen, V., & Parkinson, J. (2015). A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014). Young Consumers, 16(2), 141-158.
Pettigrew, S. (2016). Pleasure: an under-utilised ‘P’in social marketing for healthy eating. Appetite, 104, 60-69.
Saberi, A., Fathi, M. R., Ghorbani, M. H., Ragheb, G. B., & Köksal, C. D. (2020). Social marketing mix modelling in order to development sports for all. International Journal of Business Innovation and Research, 23(1), 1-17.
Saberi, A. B., AH; Yazdani, H.; Ali Doost Ghahfarkhi, A; Ghorbani, M. (2019). Designing a mixed social marketing model for the development of mass sports. Sports Management and Development, 8(2), 1-21.
Sun, F., Norman, I. J., & While, A. E. (2013). Physical activity in older people: a systematic review. BMC public health, 13(1), 1-17.
Sun, Z. (2021). Performance evaluation method of social public sports goods development based on fuzzy comprehensive evaluation. International Journal of Product Development, 25(2), 160-174.
Tabatabaei, S. V. A., Ardabili, H. E., Haghdoost, A. A., Nakhaee, N., & Shams, M. (2017). Promoting physical activity in Iranian women: A qualitative study using social marketing. Electronic physician, 9(9), 5279.
Won, D., Kim, H.-H., & Bae, J.-S. (2021). Predicting Continued Participation in Government-Initiated Public Sports Clubs: The Role of Prior Knowledge and Awareness through Health Communications. International Journal of Environmental Research and Public Health, 18(13), 7168.