Predicting the Future Attendance of Women in Sport for All Spaces in Zanjan Based on the Social Marketing Mix

Document Type : Original Article

Authors

1 Ph.D. Student of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran

2 Associate Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran

3 Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran

10.22098/rsmm.2022.1705

Abstract

Purpose: The aim of this study was to predict the future attendance of women in sport for all spaces in Zanjan based on the social marketing mix.
Methods: The present study is a descriptive correlational study that has been conducted in the field. The statistical population of this study includes all women who play sport for all in parks and gyms of Zanjan city. G-power software was used to estimate the statistical sample. The research tool was a 39-item researcher-made questionnaire. The face and content validity of the questionnaire was determined using the opinions of ten professors of sports management. The reliability of the instrument was also assessed with Cronbach's alpha. Descriptive and inferential statistics including Pearson correlation coefficient test and multiple regression test (simultaneous method) were used for analysis.  Data analysis was performed with SPSS 26 software.
Results: The results of this study showed that there is a positive and significant relationship between the components of social marketing mix and the future attendance of women in sport for all spaces. Also, all components of the social marketing mix influenced the future attendance of women.
Conclusion: Therefore, it can be said that it is necessary to pay attention to the components of social marketing mix for the women of Zanjan to future attendance sport for all. On the other hand, it increases the level of physical and mental health of the society. Therefore, paying attention to the elements of social marketing mix can be very important for the development of mass sports among women.
 

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