Study and Prioritization of Social Marketing Mix (7P) of Sport facilities in the Development of Basijian Public Sports in Lorestan Province

Study and prioritization of the mixed role of social marketing (7P) of sport facilities in the development of sports for all of Basijis in Lorestan province.

The present study is applied in terms of purpose and descriptive and survey in terms of how to collect data. In order to collect the required information, both library and field methods have been used. The statistical population of the study includes all members of Lorestan Basij who were engaged in public sports in the sports facilities of the Revolutionary Guards or Lorestan Basij. The sampling method is simple sampling. The content validity of the questionnaire was confirmed by 7 Basij experts who were experts in the field of sports management and its structural validity was confirmed in two stages using the confirmatory factor analysis test. The reliability of the questionnaire using Cronbach's alpha coefficient was 0.903. Descriptive statistics for tables and graphs were used to analyze the data and in inferential statistics section, one-sample t-test, Friedman test and two-stage confirmatory factor analysis test were used.

The results showed that in all elements of social marketing mix of Basij sport facilities, the average of samples was higher than the hypothetical average, meaning that all elements of social marketing mix of Basij sport facilities in the development of sports for all in Lorestan Basij And have significance (p <0.001). The results of Friedman test showed that the physical evidence element was the most important element of the social marketing mix and the least important process element. The order of these elements from the Basijis' point of view was as follows: Physical Evidence (4.27), Place (4.01), People (3.92), Price (3.81), Product (3.76), Promotion (3.68) and Process (3.42). The questionnaire was validated using a two-stage confirmatory factor analysis test.

According to the results of the present study, it can be suggested to the staff of the Revolutionary Guards of Lorestan Province that when planning for Basijis' public sports activities, they take the role of social marketing mixes seriously so that more Basijis can In Lorestan province to lead to sports for all.