Designing a model for the development of sport for all with emphasis on social marketing dimensions

Subject Areas : Physical activity and socialization

Soheila Tohidi ¹ , Mehrdad Moharamzade ² , Masoud Imanzadeh ³ , Simin Esgandari Dastgiri ⁴

1 - Department of Physical Education, Ardabil Branch, Islamic Azad University, Ardabil, Iran.
2 - Department of Sports Management, Psychology of Educational Sciences Faculty , Mohaghegh Ardabili University, Ardabil, Iran
3 - Department of Physical Education, Ardabil Branch, Islamic Azad University, Ardabil, Iran.
4 - Department of Physical Education, Ardabil Branch, Islamic Azad University, Ardabil, Iran.

Received: 2022-11-26 Accepted : 2022-12-20 Published : 2023-03-21

Keywords: Product, Sports Development, Public sports, Social Marketing, Price,

Abstract :

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.

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