Fatemeh Ahmadi; Alireza Elahi; Ali Asghar Doroudian; shiva Azadfada
Abstract
The purpose of the current research was to design a strategic marketing plan model for developing sports fields with an emphasis on social media (case example: Bowls). This research is of a descriptive-survey type and based on the purpose, it is practical. The statistical population of this research ...
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The purpose of the current research was to design a strategic marketing plan model for developing sports fields with an emphasis on social media (case example: Bowls). This research is of a descriptive-survey type and based on the purpose, it is practical. The statistical population of this research included all experts and professors in the field of sports marketing, sports media, directors of the Iranian bowling, billiards and boules federations and committees, and financial sponsors present in the boules tournaments, whose number was equal to 55 people. The current research instrument was a researcher-made questionnaire that was designed using the Delphi method using library studies, documents and expert opinions of professors who had expertise in related fields (26 items), and the validity of the questionnaire was confirmed by 10 professors. Also, the reliability of the questionnaire was obtained through Cronbach's alpha more than 0.80.The method of SWOT analysis of internal factors and external factors evaluation matrix was used to determine the situation. In the inferential statistics section, Friedman's test was used to prioritize criteria at the 0.05 level in SPSS software.There were 5 opportunities and 5 threats. The sports marketing position of bowls was in the defensive area with emphasis on the media. 3 strategies were formulated to fulfill the mission of the long-term goals of bowling sports marketing with an emphasis on the media. It was concluded that the field of bowling required the use of conservative strategies and close to the offensive area in the field of action.
