Presenting the future approach of marketing research of water pools according to the health status in the post-corona period

Document Type : Research Paper

Authors

1 PhD Student, Department of physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Assistant Professor, Department of physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran (Corresponding Author)

3 Assistant Professor, Department of physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Abstract

Introduction: The aim of this study is to present the future approach of marketing research of water pools according to the health status in the post-corona period.
Material and Methods: This study was conducted with an integrated approach. In the first step, by examining the thematic literature and using futuristic research technique, the initial conceptual model was extracted with a deductive (quantitative) approach and then inductively (qualitatively) the model was obtained and completed. Finally, the designed model was tested using Mick Mac analysis. In the qualitative section, based on the content analysis of the studies, 23 drivers were finally identified for the future of Tehran pool water marketing research. In order to identify and classify the identified indicators, Mick Mac analysis in MICMAC software was used. The study population was sports management experts and managers of Tehran water pools. 20 people were identified as a sample by snowball technique.
Results: A set of drivers (23 drivers) in the dimensions of personnel, customer, children, elderly, physical services, planning services, special services, location, environment, shower and locker room, health, direct advertising, strategy, ticket, political, economic, social , Culture, construction and rent, competitors, laws, championships and subsidies were recognized as effective studies.
Conclusion: Based on Mick Mac analysis or in other words, Mick Mac analysis, economic drivers-economic-laws-subsidies-construction and rent-environmental-health were identified as influential variables. Based on this, the scenario of financing and policy-making in order to increase the quality of existing pools, attracting financial support was proposed.

Keywords

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