Poster Presentation

Paper ID : 1653-SSRC (R1)

¹آزاد

²ندارد

The aim of this study was to present a marketing model for student sports in Iran. This research is applied in terms of purpose and in terms of method, it is an exploratory analysis and a combination of qualitative and quantitative study. The statistical population in the qualitative section included 20 professors of management and experts in sports education who were selected by the method of snowball to saturation. A small number of 595 people include specialists and professors of sports management, national directors of student sports, responsible experts and provincial directors of physical education. According to Morgan's table, 250 members of the statistical population were randomly available. Descriptive statistics, one-sample independent t-test, exploratory factor analysis and structural equation modeling were used to analyze the data. Based on the results, the most important factors identified in the management of Iranian student sports marketing are: advertising for competitions, attracting financial support, information systems, brand development, event quality. Also, the Iranian student sports marketing management model has a favorable fit. According to the findings, it can be concluded that it is necessary to effectively plan for the development of the quality of sports events, especially in popular sports, and also to design and register separate brands for student sports and sports events.

Keywords: Marketing, Student Sports, Structural Equation , Model , Iran

Keywords: Marketing, Student Sports, Structural Equation , Model , Iran

Keywords: Marketing, Student Sports, Structural Equation , Model , Iran

Keywords: Marketing, Student Sports, Structural Equation , Model , Iran

Keywords: Marketing; Student sports; structural equation; model; Iran