Design the Optimal Requirements for the Implementation of Social Marketing in Recreational Sports in Iran

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Tatari e.; EHSANI M.; KUZECHIAN H.; NORUZI SEYED HOSEINI R.

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Journal: SPORT MANAGEMENT REVIEW Year:2019 | Volume:11 | Issue:53 Page(s): 33-58

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Information Journal Paper

Title

Design the Optimal Requirements for the Implementation of Social Marketing in Recreational Sports in Iran

Author(s)

Tatari e. | EHSANI M. | KUZECHIAN H. | NORUZI SEYED HOSEINI R. | Issue Writer Certificate

Keywords

Social MarketingQ1

Recreational SportsQ1

Culture of ParticipationQ1

Abstract

Social Marketing is a vehicle for handling social issues and it is a model for replacing healthy behaviors in the society. The purpose of this research is designing the optimal requirements for the implementation of Social Marketing in Recreational Sports in Iran. The qualitative method based on grounded theory (GT) was conducted. 19 experts were selected as a sample through chain sampling. Data gathered through unstructured and deep interviews. Data were analyzed based on emergent approach of Glasier through open, selective and theoretical coding. Data analysis revealed that the main categories of model are Culture of Participation, access to sport facilities, cost of participation, networks of Social Marketing (promotion), management and optimal behaviors and its benefits. It is worthwhile to mention that their components are cultures, values and behavior norms, family and social classes for the Culture of Participation and outdoors, easily access, training, need assessment for categories of accessibility and leisure time cards, free course, different pricing strategies, discounts for the participation fees, planning, organization, management, facilities and equipment, networking, evaluation and controls for the management issues, and finally the benefits of optimal behaviors are components of research model.

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APA: Copy

Tatari, e., EHSANI, M., KUZECHIAN, H., & NORUZI SEYED HOSEINI, R.. (2019). Design the Optimal Requirements for the Implementation of Social Marketing in Recreational Sports in Iran. SPORT MANAGEMENT REVIEW, 11(53 ), 33-58. SID. https://sid.ir/paper/234404/en

Vancouver: Copy

Tatari e., EHSANI M., KUZECHIAN H., NORUZI SEYED HOSEINI R.. Design the Optimal Requirements for the Implementation of Social Marketing in Recreational Sports in Iran. SPORT MANAGEMENT REVIEW[Internet]. 2019;11(53 ):33-58. Available from: https://sid.ir/paper/234404/en

IEEE: Copy

e. Tatari, M. EHSANI, H. KUZECHIAN, and R. NORUZI SEYED HOSEINI, “Design the Optimal Requirements for the Implementation of Social Marketing in Recreational Sports in Iran,” SPORT MANAGEMENT REVIEW, vol. 11, no. 53 , pp. 33–58, 2019, [Online]. Available: https://sid.ir/paper/234404/en

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