Identifying the effective factors of the sense of desire for sports in Iranian society

Every business owner knows that profitability is delivering what customers want. In the sports industry, to stimulate the desire for sports and create a sense of sportsmanship, it is necessary to pay attention to the desires of society. The purpose of this study is to identify the influential factors of the sense of desire for sports in Iranian society, which is among qualitative research and in terms of purpose, fundamentals and terms of strategy; Qualitative research is an exploratory type, and in terms of research method, it uses the technique of fundamental theory. The statistical population of the study was ۱۶ managers, specialists and experts. In-depth and semi-structured interviews were conducted purposely using the snowball method. Findings showed that the development of public sports, emphasis on health-oriented sports, the need to pay attention to educational sports, and economic and cultural factors are the main categories of the final model of the present study.