ارائه راهکارهای توسعه فرهنگ ورزش همگانی با رویکرد بازاریابی اجتماعی

Abstract
Today, sports as a social and cultural phenomenon; It has had several effects, for example, in the social dimension and especially in citizenship; It can bring effective participation of citizens in all citizenship activities and promises a healthy and cheerful society. Promoting public sports, according to the type of activity and the conditions of personal and professional life at the community level, can cover part of the effects of physical inactivity and increase national vitality and productivity. The great sense of passion and excitement that sports creates can increase the effectiveness of social marketing activities in the field of public sports culture, so that they can influence many citizens to accept voluntary and desirable behaviors. Give the purpose of this research is the strategies for the development of public sports culture in Khuzestan province. This research was carried out in terms of its purpose, including applied research, with a qualitative method and with a fundamental exploratory nature in two qualitative phases. Research data were analyzed through semi-structured interviews with the participation of experts, collected by thematic analysis method. In order to carry out sampling in two phases of the research, first a list of experts and specialists with executive and operational records or having scientific and research records and theorizing in the field of marketing and public sports was prepared and then an in-depth interview was held with them. After completing each interview, each of the interviewees was asked to introduce other experts to the researcher. . This work continued until the researcher reached the saturation point; where the new data collected were not different from the data collected before and were similar. Before conducting each interview, the researcher provides the interviewees with the necessary knowledge by sending a message or an email while taking time from the interviewee, by sending an email containing the main questions and a brief description of the topic. Interview time from 50 minutes to 150 minutes; It was done in person in the office of the participants. Finally, theoretical saturation was achieved in the first phase with 17 interviews and in the second phase with 15 interviews. To determine the reliability of the data (which is equivalent to reliability in qualitative research and validity in quantitative research), the decoding method (test-retest reliability) was used by another researcher. In the decoding method, three interviews were given to another researcher. Each of them was coded twice in a 15-day interval by the researcher. The stability index was calculated through the amount of agreements and non-agreements in two stages of coding. By immersing the researcher in the data; extracted 48 basic concepts, then through revision and refinement; Concepts in the form of sub-categories and then these themes were classified into 5 main categories based on the nature of what it contains. The findings of this research in the first qualitative phase include the identification of five main factors; Optimizing places, conforming to beliefs, economic and social requirements, beneficial and important institutions, public participation in the development of public sports culture. In the second phase of the research; after repeated analyzes of 104 basic concepts with the title of suggested solutions; Based on the seven dimensions of social marketing mix, it was presented in the form of sub-categories. In the following, based on the solutions and aspects of social marketing, five desirable behaviors (improvement and development of sports infrastructure and easy access, appropriate culture, economic-social foundation, all-round cooperation and synergy of the Ministry of Sports, media, religious, political and Educational centers and strengthening the presence of family, celebrities and well-known figures in sports and art) were identified in the form of main categories. With the development of public sports in the province, while developing and strengthening movement and physical skills, gaining public health and creating social vitality, it is possible to increase the per capita consumption of goods, products and sports equipment and support employment and indirect entrepreneurship from an economic point of view. Did Also, increasing public health and strengthening physical strength will lead to labor productivity, which is also important from an economic point of view. Therefore, in order to increase people's participation in public sports, it is necessary to increase the number of public sports spaces per capita, to cooperate as much as possible with the government institutions in order to develop public sports in the province, to try to increase motor literacy and change people's lifestyles. Designing policy versions appropriate to the challenges and problems of public sports in the province, benefiting from the opinions of researchers and researchers of academic and research centers and financial support from the programs and policies of this field; The level of participation of the people as well as the institutions with interests and roles in the development of public sports has increased in order to raise the status of national sports in the international arena, to generate income, develop tourism, generalize the general vitality and strengthen the spirit of self-confidence and even political development.