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Tatari, Ehsan, Norouzi Seyed Hossini, Rasool, tartari, manouchehr. (1401). Participation of Students in Recreational Sports: A Research on the Application of Social Marketing. سامانه مدیریت نشریات علمی, 3(4), 43-59. doi: 10.22098/rsmm.2023.11282.1150
Ehsan Tatari; Rasool Norouzi Seyed Hossini; manouchehr tartari. "Participation of Students in Recreational Sports: A Research on the Application of Social Marketing". سامانه مدیریت نشریات علمی, 3, 4, 1401, 43-59. doi: 10.22098/rsmm.2023.11282.1150
Tatari, Ehsan, Norouzi Seyed Hossini, Rasool, tartari, manouchehr. (1401). 'Participation of Students in Recreational Sports: A Research on the Application of Social Marketing', سامانه مدیریت نشریات علمی, 3(4), pp. 43-59. doi: 10.22098/rsmm.2023.11282.1150
Tatari, Ehsan, Norouzi Seyed Hossini, Rasool, tartari, manouchehr. Participation of Students in Recreational Sports: A Research on the Application of Social Marketing. سامانه مدیریت نشریات علمی, 1401; 3(4): 43-59. doi: 10.22098/rsmm.2023.11282.1150

Participation of Students in Recreational Sports: A Research on the Application of Social Marketing

Research in Sport Management and Marketing
مقاله 4، دوره 3، شماره 4، دی 2022، صفحه 43-59    اصل مقاله (710.75 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2023.11282.1150
نویسندگان
Ehsan Tatari* 1؛ Rasool Norouzi Seyed Hossini2؛ manouchehr tartari3
1Ph.D. in Sport Management. University Lecturer and Official Secretary of Education
2Associate Professor of Sports Sciences, Faculty of Humanities, Tarbiat Modares University
3Assistant Professor of Sports Management, Payam Noor University, Tehran, Iran
چکیده
Purpose: The purpose of this research was to design a model of student participation in recreational sports with a social marketing approach.

Methods: The statistical sample of this research was all the first and second secondary schools for both boys and girls, in the whole country. The Sampling method was done by using Morgan's table. 365 students were selected as a sample through a multi-stage random sampling method. The data collection instrument was a researcher-made questionnaire whose validity and reliability were confirmed by expertise and statistical tests. After determining the validity and reliability, the questionnaires were distributed among the research samples.

Results: The results showed that the coefficient of influence of the components related to social marketing (mixed social marketing) are high and significant values, and among all three of them, social marketing communication has a stronger and more effective coefficient (0.978) and then the cost of participation (0.961) and accessibility (0.939). Also, in the obtained model, the coefficient of influence between the culture of participation and social marketing (0.829), management (0.548), and finally participation in sports (0.597) has been reported, which indicates the importance there is a lot of participation culture.

Conclusion: The research samples considered the management component to be very important. The final model of the research, as well as solutions to increase participation in sports with a social marketing approach are given.
کلیدواژه‌ها
Students؛ Participation؛ Social Marketing؛ Sports Culture؛ Management
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