نوع مقاله : علمی
نویسندگان
1 دانشآموخته کارشناسیارشد بازاریابی ورزشی، دانشگاه تهران، تهران، ایران
2 استادیار مدیریت ورزشی، دانشگاه امام حسین (ع)، تهران، ایران
3 دانشآموخته کارشناسی ارشد تربیت بدنی و علوم ورزشی، دانشگاه جامع امام حسین(علیهالسلام)، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Objective: Study and prioritization of the role of social marketing mix (7p) of sports facilities in the development of public sports of Basijis in Lorestan province.
Methodology: The present research is applied in terms of purpose and descriptive in terms of how to collect data. In order to collect the required information, both library and field methods have been used. The statistical population of the research is: all members of the Lorestan province Basijis who were engaged in public sports in the sports facilities of the Revolutionary Guards or the Lorestan Basij.The sampling method is simple sampling. The content validity of the questionnaire was confirmed by 7 Basij experts who were experts in the field of sports management and its construct validity was confirmed by using the confirmatory factor analysis test in two stages.The reliability of the questionnaire using Cronbach's alpha coefficient was 0.903. Descriptive statistics for tables and graphs were used for data analysis and in inferential statistics section, one-sample t-test, Friedman test and two-stage confirmatory factor analysis test were used.
Results: The results showed that in all the elements of social marketing mix of Basij sports facilities, the average of the samples was higher than the hypothetical average; This means that all the elements of social marketing mix of Basij sports facilities have a positive and significant role in the development of public sports of Basijis in Lorestan province (p < 0.001).The results of Friedman test showed that the physical evidence element was the most important element of the social marketing mix and the least important was the process element. The order of these elements from the Basijis' points of view was as follows: (physical evidence (4.27), location (4.01), people (3.92), price (3.81), product (3.76), promotion (3.68) and process (3.42)) were validated using a two-stage confirmatory factor analysis of the construct validity of the questionnaire.
Conclusion: According to the results of the present study, it can be suggested to those involved in the Revolutionary Guards of Lorestan Province that when planning for Basijis' sport for all activities, they take the role of social marketing mix seriously so that they can lead more Basijis in Lorestan Province to public sports.
کلیدواژهها [English]
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