Developing a Comprehensive Model of Marketing of Recreational Sports: A Technology-Based Approach

Subject Areas : Jounal of Marketing Management

javad fesanghari ¹ , Rasool Norouzi Seyed Hossini ² , Marjan Saffari ³ , Hashem Kozechian ⁴

1 - PhD in Sports Management, Tarbiat Modares University, Tehran, Iran
2 - Assistant Professor of Sports Management, Tarbiat Modares University, Tehran, Iran
3 - Assistant Professor of Sports Management, Tarbiat Modares University, Tehran, Iran
4 - Professor of Sports Management, Tarbiat Modares University, Tehran, Iran

Received: 2021-04-06 Accepted : 2021-11-10 Published : 2021-12-22

Keywords: Market-orientation, innovative and technological recreational sports, Recreational, Market-handling,

Abstract :

Introduction: Nowadays, technology is turning into one of the most important factors leading to international competition in the sports industry. Currently, the sports industry is increasingly in need of technology in all its fields to facilitate proper performance.Methods: The present study is aimed to Developing a Comprehensive Model of Marketing of Recreational Sports, a Technology-Based Approach. Data were collected through semi-structured interviews using a qualitative method. The content analysis method was used in order to analyze the data (Brown and Clark, 2006).Results: The findings showed that the marketing activities of Technology-Based Recreational Sports can be divided into nine stages based on different dimensions of marketing: market-orientation, market measurement, market-study, market-making, market-search, market-holding, market-warming, market-touring and market-handling ,and according to the activities required in each dimension, provided the basis for the development of Technology-Based recreational sports in the country.Conclusion: According to the results of this research, the marketing path of developing Technology-Based recreational sports begins with market-orientation. This theme acts as a prerequisite for the other two dimensions of marketing of Technology-Based recreational sports, namely market-study and market measurement, and if we pay attention to these three dimensions, we enter the market-making stage, which itself acts as a prerequisite for other dimensions of market-search, market-holding and market-warming. According to the results of this study, if we can successfully pass these steps, we can benefit from the development of Technology-Based recreational sports in the field of market-touring and market-handling and enter international market.

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