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Saberi, Ali, Fathi, Mohammad Reza, Sobhani, Seyed Mohammad, Kargaran, Sanaz, Rajabpour, Ebrahim. (1402). The Sport-for-All Development Strategies Based on Social Marketing Approach. جلوه هنر, 3(2), 93-114. doi: 10.22051/sbj.2023.43271.1087
Ali Saberi; Mohammad Reza Fathi; Seyed Mohammad Sobhani; Sanaz Kargaran; Ebrahim Rajabpour. "The Sport-for-All Development Strategies Based on Social Marketing Approach". جلوه هنر, 3, 2, 1402, 93-114. doi: 10.22051/sbj.2023.43271.1087
Saberi, Ali, Fathi, Mohammad Reza, Sobhani, Seyed Mohammad, Kargaran, Sanaz, Rajabpour, Ebrahim. (1402). 'The Sport-for-All Development Strategies Based on Social Marketing Approach', جلوه هنر, 3(2), pp. 93-114. doi: 10.22051/sbj.2023.43271.1087
Saberi, Ali, Fathi, Mohammad Reza, Sobhani, Seyed Mohammad, Kargaran, Sanaz, Rajabpour, Ebrahim. The Sport-for-All Development Strategies Based on Social Marketing Approach. جلوه هنر, 1402; 3(2): 93-114. doi: 10.22051/sbj.2023.43271.1087

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

Sports Business Journal
دوره 3، شماره 2 - شماره پیاپی 6، مرداد 2023، صفحه 93-114    اصل مقاله (914.05 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.43271.1087
نویسندگان
Ali Saberi1؛ Mohammad Reza Fathi* 2؛ Seyed Mohammad Sobhani3؛ Sanaz Kargaran4؛ Ebrahim Rajabpour5
1Assistant Professor, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.
2Associate Professor, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.
3MSc, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.
4PhD Student of Marketing Management, Social Science and Economics Department, Alzahra University, Tehran, Iran.
5Assistant Professor, Department of Business Administration, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran.
چکیده
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.
کلیدواژه‌ها
DEMATEL/MIC-MAC؛ Physical Activities؛ Social؛ Sports Development
عنوان مقاله [English]
استراتژی‌های توسعه ورزش برای همه مبتنی بر رویکرد بازاریابی اجتماعی
نویسندگان [English]
علی صابری1؛ محمد رضا فتحی2؛ سید محمد سبحانی3؛ ساناز کارگران4؛ ابراهیم رجب‌پور5
1استادیار، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
2دانشیار، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
3کارشناسی ارشد، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
4دانشجوی دکتری مدیریت بازاریابی، گروه علوم اجتماعی و اقتصاد، دانشگاه الزهرا(س)، تهران، ایران.
5استادیار، گروه مدیریت بازرگانی، دانشکده بازرگانی و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.
چکیده [English]
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 [English]
اجتماعی, توسعه ورزشی فعالیت‌های بدنی, DEMATEL/MIC-MAC
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