mohsen ahmadi; nematolah nemati; tahere bagherpour
Abstract
The aim of the present study was presentation interpretive structural modelling (ISM) of marketing in the martial arts federation (martial arts associations). The research method was mixed and applied in terms of purpose and in the field. The statistical population of the research in the qualitative ...
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The aim of the present study was presentation interpretive structural modelling (ISM) of marketing in the martial arts federation (martial arts associations). The research method was mixed and applied in terms of purpose and in the field. The statistical population of the research in the qualitative section included all experts and athletes in martial arts, managers of related federations and in the quantitative section, all managers and experts of the federation, heads of provincial boards, professors of sports management and experts in martial arts. in the quantitative random section and the sample size was selected by using Morgan table (N=384). Descriptive statistics were used to analyze the data and Fuzzy Delphi Method (FDM), Exploratory factor analysis, sample T-tests, Friedman test, Interpretive Structural Modelling (ISM) tests and SPSS and AMOS software version 23 were used. Findings showed that 12 factors including managerial and planning factors; Process improvement; Creativity; Attention to intangible assets; Advertising and media; Attention to customers; Advances; Cultural values; Marketing techniques; Manpower; There are private sector and sponsors and finally structural factors as effective factors on the development of martial arts federation marketing, all of which have a significant role as effective factors on the development of martial arts federation’s marketing. The results showed that the structural-interpretive model of factors affecting the development of martial arts federation was designed at three levels that can be used as a suitable reference for marketing staff and managers of martial arts federations and martial arts associations.