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طراحی مدل مشارکت در ورزش‌های تفریحی با رویکرد بازاریابی اجتماعی | ||
| فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی | ||
| مقاله 8، دوره 7، شماره 4 - شماره پیاپی 28، 1398، صفحه 87-98 اصل مقاله (451.64 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2019.37234.2582 | ||
| نویسندگان | ||
| احسان ططری* 1؛ محمد احسانی2؛ رسول نوروزی سید حسینی3؛ هاشم کوزه چیان4 | ||
| 1دکتری مدیریت ورزشی دانشگاه تربیت مدرس. | ||
| 2استاد مدیریت ورشی دانشگاه تربیت مدرس. | ||
| 3استادیار مدیریت ورزشی دانشگاه تربیت مدرس. | ||
| 4استاد مدیریت ورزشی دانشگاه تربیت مدرس | ||
| چکیده | ||
| هدف از تحقیق حاضر طراحی مدل مشارکت در ورزش‌های تفریحی با رویکرد بازاریابی اجتماعی بود. نمونه آماری تحقیق حاضر را تمامی هیئت‌های ورزش همگانی و سازمان ورزش شهرداری‌های مراکز استان‌ها تشکیل می‌دادند. روش نمونه گیری با استفاده از جدول مورگان صورت گرفت که با توجه به تعداد فراوان اعضای هیئت‌های ورزشی و ورزش شهرداری‌ها تعداد 385 نفر به عنوان نمونه نهایی انتخاب شدند. ابزار گردآوری داده‌ها پرسشنامه محقق ساخته‌ای بود که روایی و پایایی آن به وسیله اساتید و آزمون‌های آماری تایید گردید. پرسشنامه ها از طریق ایمیل و شبکه‌های مجازی و حضوری توسط نمونه ها تکمیل گردید. نتایج نشان داد که ضریب تاثیر مولفه‌های مربوط به بازاریابی اجتماعی (آمیخته بازاریابی اجتماعی) مقادیر بالا و معناداری هستند و از بین هر سه آن‌ها ارتباطات بازاریابی اجتماعی از ضریب تاثیر و قویتری برخوردار است (948/0) و پس از آن هزینه مشارکت (953/0) و قابلیت دسترسی (921/0) قرار داشتند. همچنین در مدل به دست آمده ضریب تاثیر بین فرهنگ مشارکت با بازاریابی اجتماعی (892/0)، در ارتباط با مدیریت (584/0) و در نهایت در ارتباط با مشارکت در ورزش (597/0) گزارش شده است که حاکی از اهمیت فراوان فرهنگ مشارکت است. بنابراین فرهنگ مقوله‌ای پایه برای سایر مقوله‌های مطرح شده در مدل می‌باشد. یکی دیگر از مقوله‌هایی که مصاحبه‌شوندگان جهت افزایش مشارکت مردم از طریق بازاریابی اجتماعی آن را امری بدیهی می‌دانستند مدیریت منسجم و قوی در این زمینه بود. | ||
| کلیدواژه‌ها | ||
| بازاریابی اجتماعی؛ ورزش‌های تفریحی؛ شهرداری‌ها؛ فرهنگ مشارکت | ||
| عنوان مقاله [English] | ||
| Designing a model of participation in recreational sports with a social marketing approach | ||
| نویسندگان [English] | ||
| Ehsan Tatari1؛ Mohammad Ehsani2؛ Rasool Noruozi Seyed Hosini3؛ Hashem Kuzechian4 | ||
| 1Doctor of Sport Management, Tarbiat Modarres University | ||
| 2Full Professor of Management at Tarbiat Modares University | ||
| 3Assistant professor of sport management at Tarbiat Modares University | ||
| 4Professor of Sport Management at Tarbiat Modares University | ||
| چکیده [English] | ||
| The purpose of the present study was to design a model of participation in recreational sports with a social marketing approach. The population of the study is consisted of the entire public sports boards and the sports organizations of municipalities of capital of provinces. Sampling was done through the application of the Morgan table and according to the numerousness of the participants of sports boards and the aforementioned sports organizations of municipalities,a number of 385 individuals have been selected as the sample of study. Data collection instruments included researcher made questionnaires whose reliability and validity have been approved by the help of professors and various statistical tests.The questionnaires were distributed among the participants through social networks, in person meeting and e-mailing.Results manifested that the impact factors of the entire components relating to social marketing are significantly high and among them, the component of communications of social marketing had the strongest impact factor (0.948) while participation cost (0.953)and accessibility (0.921) have occupied later priorities.In addition in our model the impact factor between participation and marketing was calculated as 0.892 while in relation to management and participation in sports, the obtained values are respectively 0.584 and 0.597.These values show the significant importance of participation culture.In this sense, culture is a basic category for the rest of categories state in the model.Another category which was considered as an important one in the views of respondents for improving public participation through social marketing was a solid and strong management in this context. | ||
| کلیدواژه‌ها [English] | ||
| Social Marketing, recreational sports, municipalities, culture of participation | ||
| مراجع | ||
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