Participation of Students in Recreational Sports: A Research on the Application of Social Marketing

Purpose: The purpose of this research was to design a model of student participation in recreational sports with a social marketing approach. Methods: The statistical sample of this research was all the first and second secondary schools for both boys and girls, in the whole country. The Sampling method was done by using Morgan's table. ۳۶۵ students were selected as a sample through a multi-stage random sampling method. The data collection instrument was a researcher-made questionnaire whose validity and reliability were confirmed by expertise and statistical tests. After determining the validity and reliability, the questionnaires were distributed among the research samples.Results: The results showed that the coefficient of influence of the components related to social marketing (mixed social marketing) are high and significant values, and among all three of them, social marketing communication has a stronger and more effective coefficient (۰.۹۷۸) and then the cost of participation (۰.۹۶۱) and accessibility (۰.۹۳۹). Also, in the obtained model, the coefficient of influence between the culture of participation and social marketing (۰.۸۲۹), management (۰.۵۴۸), and finally participation in sports (۰.۵۹۷) has been reported, which indicates the importance there is a lot of participation culture. Conclusion: The research samples considered the management component to be very important. The final model of the research, as well as solutions to increase participation in sports with a social marketing approach are given.

کلیدواژه ها:

Students ، Participation ، Social Marketing ، sports culture ، Management