نوع مقاله : پژوهشی اصیل
نویسندگان
1 استادیار، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
2 دانشیار، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
3 کارشناسی ارشد، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
4 دانشجوی دکتری مدیریت بازاریابی، گروه علوم اجتماعی و اقتصاد، دانشگاه الزهرا(س)، تهران، ایران.
5 استادیار، گروه مدیریت بازرگانی، دانشکده بازرگانی و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.
چکیده
هدف: این مطالعه با هدف شناسایی راهبردهای توسعه ورزش برای همه و فعالیت بدنی با رویکرد بازاریابی اجتماعی انجام شد.
روش: روش انجام پژوهش آمیخته است، بنابراین برای جمع آوری دادهها از رویکرد کیفی و تحلیل موضوعی استفاده شده است. سپس یک رویکرد اکتشافی برای معرفی راهکارهای توسعه ورزش برای همه در نظر گرفته شد. 13 نفر شامل کارشناسان اجرایی و دانشگاهی جهت مشارکت در مصاحبه به روش نمونهگیری گلوله برفی انتخاب شدند. در مرحله بعد، مطالعه مقدماتی با استفاده از روش نمونه گیری تصادفی با 226 نفر از مربیان ورزش انجام شد. در بخش کیفی، تجزیه و تحلیل دادهها با استفاده از روش تحلیل مضمون و در بخش کمی با تکنیکهای DEMATEL و MIC-MAC انجام شد.
یافتهها: بر اساس نتایج تکنیک DEMATEL، دو راهحل «بهکارگیری سیستمهای پاداش و تنبیه مناسب کارکنان» و «تقسیم جامعه به گروههای ناهمگن» رتبههای اول و دوم را در بین راهحلهای کاربردی کسب کردهاند. همچنین، این یافته با نتیجه حاصل از تکنیک MIC-MAC مطابقت داشت.
اصالت و ابتکار مقاله: این مطالعه استراتژیهای توسعه برنامه ورزش برای همه را از طریق رویکردهای بازاریابی اجتماعی ارائه میکند. همچنین بر اساس نیاز مشتریان و شرکتکنندگان در فعالیتهای ورزشی، راهکارهای پیشنهادی با استفاده از تکنیکهای تصمیمگیری اولویتبندی شده است.
کلیدواژهها
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