نوع مقاله : مقاله پژوهشی
نویسندگان
دانشگاه علامه طباطبائی، دانشکده تربیت بدنی و علوم ورزشی
چکیده
سالمندان با افزایش امید به زندگی سریع‌ترین رشد را بین گروه‌های جمعیتی دارند. یکی از مهم‌ترین جنبه‌های سالمندی فعال، مشارکت و فعالیت حرکتی-جسمانی است. این مطالعه با استفاده از مدل بازاریابی راهبردی مبتنی بر هدف، به دنبال شناخت چالش‌ها و راهبردهای ترویج ورزش در سالمندان بود. این پژوهش از منظر هدف، کاربردی بوده و با استفاده از روش تحقیق کیفی مبتنی بر روش تحلیل تماتیک انجام شده است. جامعه آماری این مطالعه، افراد متخصص در رشتههای (تربیت بدنی، برنامهریزی شهری، روانشناسی، علوم اجتماعی و پزشکی) بودند. انتخاب آزمودنی ها به روش گلوله برفی و هدفمند و با معیاراشباع مفهومی بوده که بعد از انجام 11 مصاحبه محقق شد. چهار مقوله نهایی شناسایی شده، چالشهای فردی، اجتماعی، مبتنی بر برنامه/حاکمیت و محیطی هستند. چالشهای فردی به انواع نارساییها و بیماریهای جسمانی، انواع مشکلات روانی، ترس و احساس تنهایی اشاره دارد. چالشهای اجتماعی بیانگر فقدان دانشِ ورزش گروهی و محرومیتهای اجتماعی اشاره دارد. چالشهای مبتنی بر برنامه/حاکمیت بر راهبردهای غیرکاربردی نهادها و چالشهای محیطی بر غیر استاندارد بودن همه جانبه اماکن و کمبودها و نقصهای محیط شهری تأکید دارند. بر مبنای مدل بازاریابی راهبردی مبتنی بر هدف، ضرورت اتخاذ چهار استراتژی عمده تأکید شده است: زمینهیابی، تحلیل مخاطب، تحلیل سیستم اجتماعی، هماهنگی سیاستی است. در نتیجه نیاز به استراتژی های کلان مدیریتی در خصوص ترویج ورزش سالمندان از چندین منظر اثرگذار خواهد بود که از جمله آن بهبود وضعیت اجتماعی و فردی آنان و کاهش هزینه های سنگین درمان برای دولت است.
کلیدواژه‌ها
عنوان مقاله [English]
Challenges and Strategies for Promoting Elderly Sports Based on Target-Based Strategic Marketing Model
نویسندگان [English]
- Zahra Mohammadi
- Sara Keshkar
- Javad Shahlaee Bagheri
Allame Tabataba'i university, faculty of physical education and sport sciences
چکیده [English]
The elderly have the fastest growth among the population groups with increasing life expectancy. One of the most important aspects of active aging is physical activity participation. This study sought to identify the challenges and strategies for promoting exercise in the elderly using a goal-based strategic marketing model. This research is applied from the perspective of purpose and has been done using a qualitative research method based on thematic analysis. The population of this study was people specializing in fields (physical education, urban planning, psychology, social sciences and medicine). The selection of the subjects by snowball method was purposeful and with saturation criteria was a concept that was achieved after 11 interviews. The four final categories identified are individual, societal, program-based / governance, and environmental challenges. Individual challenges refer to all kinds of physical disabilities and diseases, all kinds of mental problems, fears and feelings of loneliness. Social challenges indicate a lack of knowledge of team sports and social exclusion. Program / Governance Challenges, Non-Practical Strategies of Institutions, and Environmental Challenges emphasize the non-standard nature of places and the shortcomings and shortcomings of the urban environment. Based on the goal-oriented strategic marketing model, the necessity of adopting four main strategies has been emphasized: grounding, audience analysis, social system analysis, and policy coordination. As a result, the need for macro-management strategies to promote sports for the elderly will be effective from several perspectives, including improving their social and personal status and reducing the heavy costs of treatment for the government.
کلیدواژه‌ها [English]
- Vision
- Development Strategy
- Physical Activity
- Inhibitors
- Ahmadi, M., Noudehi, M., Esmaeili, M., & Sadrollahi, A. (2017). Comparing the quality of life between active and non-active elderly women with an emphasis on physical activity. Iranian Journal of Ageing, 12(3), 262-275.
- Amini, M., et al. (2017). Identify factors inhibiting participation in physical activity with older people in Ahwaz TOPSIS model, nstructional strategies and appropriate interventions. Journal of Applied Research for Sport Management, 5(3), 25-35. (in Persian).
- Australian Government, Australian Sports Commissions. (2012). Market segmentation for sport participation adults aged 14-65 years old. Available at: https://www.clearinghouseforsport.gov.au/__data/assets/pdf_file/0005/770621/ASC_Adult_Segmentation_Slides_FINAL_10.04.2013.pdf.
- Brothers, A., & Diehl, M. (2017). Feasibility and efficacy of the AgingPlus Program: Changing views on aging to increase physical activity. Journal of Aging and Physical Activity, 25(3), 402-411.
- Burton, E., Farrier, K., Lewin, G., Pettigrew, S., Hill, A.-M., Airey, P., …, & Hill, K. D. (2017). Motivators and barriers for older people participating in resistance training: A systematic review. Journal of Aging and Physical Activity, 25(2), 311-324.
- Cavill, N. A., & Foster, C. E. (2018). Enablers and barriers to older people’s participation in strength and balance activities: A review of reviews. Journal of Frailty, Sarcopenia and Falls, 3(02), 105-113.
- Chan, Y. Y., Sooryanarayana, R., Kasim, N. M., Lim, K. K., Cheong, S. M., Kee, C. C., …, & Hairi, N. N. M. (2019). Prevalence and correlates of physical inactivity among older adults in Malaysia: Findings from the National Health and Morbidity Survey (NHMS) 2015. Archives of Gerontology and Geriatrics, 81, 74-83.
- de Hollander, E. L., & Proper, K. I. (2018). Physical activity levels of adults with various physical disabilities. Preventive Medicine Reports, 10, 370-376.
- Dibb, S., & Simkin, L. (1996). The market segmentation workbook: Target marketing for marketing managers. Andover: Cengage Learning EMEA.
- Forberger, S., Bammann, K., Bauer, J., Boll, S., Bolte, G., Brand, T., …, & Meyer, J. (2017). How to tackle key challenges in the promotion of physical activity among older adults (65+): the AEQUIPA network approach. International Journal of Environmental Research and Public Health, 14(4), 379.
- Franco, M. R., Tong, A., Howard, K., Sherrington, C., Ferreira, P. H., Pinto, R. Z., & Ferreira, M. L. (2015). Older people's perspectives on participation in physical activity: a systematic review and thematic synthesis of qualitative literature. British Journal of Sports Medicine, 49(19), 1268-1276.
- Ghafouri, F., Mohammadi, Z. (2019). A comparative study on social capital and subjective well-being in active and non active older adults (A network-based physical activity view). European Association of Sport Management (EASM). Spain: Seville
- Goenka, S., & Lee, I.-M. (2017). Physical activity lowers mortality and heart disease risks. Lancet, 390(10113), 2609.
- Hajar, I., Mahrani, S., & Wiyati, S. (2014). Segmentation, positioning and strategy of radio company in Kendari, Southeast. Sulawesi. International Journal of Humanities and Social Science Invention, 3(10), 47-54.
- Jenkin, C. R., Eime, R. M., Westerbeek, H., & van Uffelen, J. G. (2018). Sport for adults aged 50+ years: Participation benefits and barriers. Journal of Aging and Physical Activity, 26(3), 363-371.
- Johs, N. A., Kellar-Guenther, Y., Jankowski, C. M., Neff, H., & Erlandson, K. M. (2019). A qualitative focus group study of perceived barriers and benefits to exercise by self-described exercise status among older adults living with HIV. BMJ Open, 9(3), e026294.
- Jorkesh, S., Nazari, R., (2017). Foresight exercise Iranian elderly by using matrix interactions. Journal of Yazd University of Medical Sciences and Health Services, 26(12), 1091-1105. (in Persian).
- Khadem, A., R., Fathi Rezaii, Z., & Zamani, H., (2014). Validity of the barriers to participation in Elderly Leisure Participation Scale. Journal of New Approaches in Sports Management, 2(5), 101-110. (in Persian).
- Kikuchi, H., Nakaya, T., Hanibuchi, T., Fukushima, N., Amagasa, S., Oka, K., ..., & Inoue, S. (2018). Objectively measured neighborhood walkability and change in physical activity in older Japanese adults: A five-year cohort study. International Journal of Environmental Research and Public Health, 15(9), 1814.
- Kotler, P., & Keller, K. L. (2007). A framework for marketing management: Hoboken , New Gersey: Prentice Hall.
- Kottier, W. (2017). Marketing strategy for online SMEs (Unpublished master's thesis). University of Twente.
- Lin, W., & Ya-Wen, L. (2005). Nutrition knowledge, attitudes, and dietary restriction behavior of the Taiwanese elderly. Asia Pacific Journal of Clinical Nutrition, 14(3), 221.
- Lupao, B. W. (2017). Effect of market segmentation, targeting and positioning strategies on international schools in Nairobi. (Unpublished master's thesis). Unversity of Nairobi.
- Miri, N., Maddah, M., & Raghfar, H. (2019). The relationship between Population Aging and Economic Growth in Iran by Rate Fertility and life expectancy (overlapping generational model approach). Journal of Social Welfare, 19, 278- 324. (in Persian).
- Nedri, A., Safania, A., & Amirtash, A. (2017). Explaining the factors affecting the physical activity of the elderly: A qualitative study. Journal of Health and Development, 7(1), 70-88. (in Persian).
- Petrescu-Prahova, M., Belza, B., Kohn, M., & Miyawaki, C. (2016). Implementation and maintenance of a community-based older adult physical activity program. The Gerontologist, 56(4), 677-686.
- Physical Activity Resource Centre. (2013). Physical activity promotion for older adults: A step by step guide. Available at: http://www.seniorscouncil.net/uploads/files/PARC_Best%20Practices%20Guide.pdf.
- Sarani, H., Aghayi, N., Saffari, M., & Yazdi, H. A. (2018). Factors affecting the participation of Iranian elderly people in sporting activities from the perspective of the experts: A qualitative study. Iranian Journal of Health Education and Health Promotion, 6(2), 147-158. (in Persian).
- Stathi, A., Fox, K. R., Withall, J., Bentley, G., & Thompson, J. L. (2014). Promoting physical activity in older adults: A guide for local decision makers. The Avon Network for the Promotion of Active Ageing in the Community. Bath: University of Bath.
- Statistics Center of Iran. (2015). Organization for Management and Planning of the Elderly, Iran 92 (2012) and 95. Available at: https://www.amar.org.ir
- Stevens, J. A., Noonan, R. K., & Rubenstein, L. Z. (2010). Older adult fall prevention: Perceptions, beliefs, and behaviors. American Journal of Lifestyle Medicine, 4(1), 16-20.
)