Sport Management Studies

Challenges and Strategies for Promoting Elderly Sports Based on Target-Based Strategic Marketing Model

Document Type : Research Paper

Authors

1 Allame Tabataba'i university, faculty of physical education and sport sciences

2 Allame tabata'i University, faculty of physical education and sport sciences

Abstract
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.

Keywords

  1. 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.
  2. 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).
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. de Hollander, E. L., & Proper, K. I. (2018). Physical activity levels of adults with various physical disabilities. Preventive Medicine Reports, 10, 370-376.
  9. Dibb, S., & Simkin, L. (1996). The market segmentation workbook: Target marketing for marketing managers. Andover: Cengage Learning EMEA.
  10. 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.
  11. 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.
  12. 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
  13. Goenka, S., & Lee, I.-M. (2017). Physical activity lowers mortality and heart disease risks. Lancet, 390(10113), 2609.
  14. 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.
  15. 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.
  16. 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.
  17. 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).
  18. 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).
  19. 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.
  20. Kotler, P., & Keller, K. L. (2007). A framework for marketing management: Hoboken , New Gersey: Prentice Hall.
  21. Kottier, W. (2017). Marketing strategy for online SMEs (Unpublished master's thesis). University of Twente.  
  22. 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.
  23. Lupao, B. W. (2017). Effect of market segmentation, targeting and positioning strategies on international schools in Nairobi. (Unpublished master's thesis). Unversity of Nairobi.
  24. 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).
  25. 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).
  26. 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.
  27. 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.
  28. 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).
  29. 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.
  30. 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
  31. 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.

Wedel, M., & Kamakura, W. A. (2012). Market segmentation: Conceptual and methodological foundations (Vol. 8). Cham: Springer Science & Business Media.

Sport Management Studies
Volume 14, Issue 74 - Serial Number 74
September and October 2022
Pages 73-102

  • Receive Date 14 August 2020
  • Revise Date 16 September 2020
  • Accept Date 27 September 2020

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us