Pathology of conventional marketing methods on water sports complexes and presenting an optimal model (A case study of Dezful city)

Document Type : Original Article

Authors

1 M.A, Department of Physical Education, Sports Management Trend, Payame Noor University, Tehran, Iran

2 Assistant Professor, Department of Sports Management, Payam Noor University, Tehran, Iran

3 Assistant Professor, Department of Sports Management, Payam Noor University, Tehran, Iran.

Abstract

The purpose of this study was to diagnose the pathology of conventional marketing methods of water sports complexes and to present an optimal model in Dezful city. The research method is descriptive survey and applied in terms of purpose and data collection was done in the field. The statistical population of the study were sports experts of Dezful city, managers and employees of water complexes, managers of relevant departments and marketing professors and customers of water complexes of Dezful city. Aqueous assemblies (n = 313) were performed by simple random sampling. Research data collection tools included structured interviews in the field of marketing mix and researcher-made questionnaire. The validity of the present research questionnaire was confirmed by 12 professors of sports management and its reliability was 0.88. The data obtained from the interview were analyzed by thematic analysis using MAXQDA2020 software and the questionnaire data were analyzed using SPSS21 software and Expert choice11. The results showed 7 strengths and 18 weaknesses in the main indicators and sub-indicators of the mixed water marketing model of Dezful city; Therefore, for the growth and success of marketing, it is necessary to maintain and optimize the 7 identified strengths, and the 18 identified weaknesses are considered as harmful factors to marketing and business, and steps are taken to eliminate these defects and transform them. Taken to strengths.

Keywords

References

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Journal of Sport Management Knowledge
Volume 1, Issue 1 - Serial Number 1
September 2023
Pages 73-86

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  • Receive Date: 13 May 2022
  • Accept Date: 13 December 2023

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