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

Document Type : Research Paper

Authors

1 Ph.D. Student in Sport Management, Tarbiat Modarres University

2 Professor of Sport Management, Tarbiat Modarres University

3 Assistant Professor of Sport Management, Tarbiat Modarres University

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.

Keywords

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References
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Sport Management Studies
Volume 11, Issue 53
March and April 2019
Pages 33-58
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History
  • Receive Date: 14 June 2017
  • Revise Date: 27 July 2017
  • Accept Date: 13 August 2017
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