Identifying effective factors to stimulate demand for sports in Iranian society

Every business owner knows that profitability is actually delivering what customers want (Winfrey et al., 2018). The sports industry also needs to pay attention to the desires of society in order to stimulate the desire for sports and create a sense of sportsmanship. The aim of this study was to design a model to stimulate demand for sports in Iranian society. This research has been done in the framework of a qualitative approach and using the data research method of the foundation. The statistical population of the study includes 16 managers, specialists and experts who have scientific and executive expertise in the field of sports. The sampling method was snowball and the interviews continued until theoretical saturation. Data were analyzed simultaneously with data collection using Strauss-Corbin method and Maxquda software version 2018. Quantitative data analysis was performed using a researcher-made questionnaire. The final model was obtained after all the steps. Findings showed that the development of public sports, emphasis on health-oriented sports, the need to pay attention to educational sports, economic and cultural factors are the main categories of the final model of the present study.