prioritize and analyze the role of marketing mix elements on the income level of private sports facilities in Qom Province

Document Type : Original Article

Authors

1 Associate Professor of Sport Management, Department of Physical Education, Faculty of Humanities, Arak Branch, Islamic Azad University, Arak, Iran

2 M.A. Student in Sports Management, Department of Physical Education, Faculty of Humanities, Arak Branch, Islamic Azad University, Arak, Iran

3 Assistant Professor of Sport Management, Department of Physical Education, Faculty of Humanities, Arak Branch, Islamic Azad University, Arak, Iran

https://www.doi.org/10.34785/J021.2021.964

Abstract

The purpose of this research is to identify and prioritize the role of marketing mix elements on the income level of sports characteristics of Qom Province. The research method was descriptive-survey and in terms of purpose, was applied. The statistical population of the study consisted of all managers of active sports halls in Qom Province (50 sports halls) ,a male manager and a female manager totaling 100 people. All individuals were selected as samples. The data gathering tool was a researcher-made questionnaire with a factor of 7 P. Data were analyzed using descriptive statistics, confirmatory and exploratory factor analysis, and Friedman test. All statistical steps were performed by SPSS software version 22. The findings of the study showed that the seven factors have an important role in generating income in private sport sites in Qom province, but their impacts are different.The priority of these factors are as follows: price component, location component, evidence-physical component, process component, program component, promotion component and people component.The results also indicated that there was a significant difference between the items of each of the seven components. As a result, it can be said that if managers of sports complexes use other elements of marketing in creative and innovative ways, they can gain the necessary buoyancy in customer profitability and satisfaction.

Keywords

References

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Sports Marketing Studies
Volume 2, Issue 3 - Serial Number 7
November 2021
Pages 92-122

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