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The Sport-for-All Development Strategies Based on Social Marketing Approach

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.

2 Associate Professor, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.

3 MSc, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.

4 PhD Student of Marketing Management, Social Science and Economics Department, Alzahra University, Tehran, Iran.

5 Assistant Professor, Department of Business Administration, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran.

Abstract

Purpose: This study aimed to identify strategies for developing Sports for All and physical activity based on social marketing.
Methodology: The research method is mixed, so a qualitative approach and thematic analysis were used to collect the data. Then, an exploratory approach is considered for introducing sports solutions for all development. The 13 participants, including executive and academic experts, were selected by snowball sampling. In the next stage, a preliminary study was done using a random sampling method with 226 participants from sports coaches. Data analysis was carried out in the qualitative section using the theme analysis method and in the quantitative section using the DEMATEL and MIC-MAC techniques.
Findings: Based on the results of the DEMATEL technique, two solutions for "Employing Appropriate Reward and Punishment Systems of the Employees" and "Dividing the Society into Heterogeneous Groups" have ranked first and second among the practical solutions. Also, the finding was compared with the MIC-MAC result.
Originality: This study presents the Sport-For-All physical activity development strategies through social marketing approaches. Also, based on the customers' needs and participants in Sport-For-All activities, the suggested solutions have been prioritized by using decision-making techniques.

Keywords

Main Subjects

References
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Sports Business Journal
Volume 3, Issue 2 - Serial Number 6
May 2023
Pages 93-114
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