Document Type : Research Paper
Authors
1 PhD student PhD Student, Department of Physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 Assistant Professor Assistant Professor, Department of Physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Abstract
Swimming pools during the Corona lost many of their customers, and the process of returning these customers in the post-Corona period requires an executive and operational model based on sports marketing. The present article aims to provide a marketing model of water pools in the post-corona era. This article is from the perspective of the purpose of a fundamental research that has been done by a mixed research method based on deductive, inductive reasoning. The statistical population of this research includes theoretical experts (professors of marketing management) and experimental experts (managers of swimming pools). Sampling was done in a non-probabilistic and purposeful manner. Data collection tools are interviews and questionnaires. For the analysis of specialized interviews, the prospective research method has been used. The identified indicators have also been validated by fuzzy Delphi method. Finally, the final model of the research is presented with a structural, interpretive method. Research data analysis was performed in the qualitative phase with ATLAS TI software and in the quantitative phase with Matlab software. According to the research results, economic, legal, political, subsidies, construction and rental, environmental, health as effective variables, location, social, personnel, shower and locker room as autonomous variables, cultural drivers, special services, competitors, ticket prices, services Planning as influential variables and drivers of heroism, strategy, physical services, direct advertising, children, the elderly, the Young customers also resulted in influential variables.
Keywords
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