Investigating the Sports Health Marketing Strategic Plan in the Handball Federation based on the SWOT Model

Curriculum Research

مقاله 5، دوره 3، شماره 2 - شماره پیاپی 8، تیر 2022

نوع مقاله: Original Article

نویسندگان

Mohammad Eskandari؛ Nematullah Nemati^* ؛ Tahereh Bagherpour

Associate Professor, Sports Management Department, Damghan Branch, Islamic Azad University, Damghan, Iran.

چکیده

Purpose: The sports health marketing plays an important role in improving the status of sports federations. As a result, the purpose of this study was investigating the sports health marketing strategic plan in the handball federation based on the SWOT model.
Methodology: This study in terms of purpose was applied and in terms of implementation method was descriptive. The research population was presidents and vice-presidents past and present of the handball federation, referees, coaches and selected athletes of the national team and scientific and implementation experts with number of 52 people, which all of them were selected as samples by census sampling method. The research tool was a researcher-made questionnaire, which its face and content validity was confirmed by the opinion of experts and its reliability was calculated by Cronbach's alpha method for strengths 0.86, weaknesses 0.84, opportunities 0.91 and threats 0.89. Data were analyzed by weighted average and rank methods in SPSS software.
Findings: The findings showed that for the strategic plan for the sports health marketing strategic plan were identified 11 strengths, 14 weaknesses, 10 opportunities and 11 threats. Also, the evaluation of the internal factors of the sports health marketing strategic plan in the handball federation showed that the amount of attention to strengths in compared to weaknesses was higher and the evaluation of its external factors showed that the amount of attention to opportunities in compared to threats was higher.
Conclusion: According to the results of the present study, the attention of managers and officials to

کلیدواژه‌ها

Strategic Plan,,؛ ,،Marketing,,؛ ,،Sports Health,,؛ ,،Handball Federation