Challenges and Strategies for Promoting Elderly Sports Based on Target-Based Strategic Marketing Model

The elderly have the fastest growth among the population groups with increasing life expectancy. One of the most important aspects of active aging is physical activity participation. This study sought to identify the challenges and strategies for promoting exercise in the elderly using a goal-based strategic marketing model. This research is applied from the perspective of purpose and has been done using a qualitative research method based on thematic analysis. The population of this study was people specializing in fields (physical education, urban planning, psychology, social sciences and medicine). The selection of the subjects by snowball method was purposeful and with saturation criteria was a concept that was achieved after 11 interviews. The four final categories identified are individual, societal, program-based / governance, and environmental challenges. Individual challenges refer to all kinds of physical disabilities and diseases, all kinds of mental problems, fears and feelings of loneliness. Social challenges indicate a lack of knowledge of team sports and social exclusion. Program / Governance Challenges, Non-Practical Strategies of Institutions, and Environmental Challenges emphasize the non-standard nature of places and the shortcomings and shortcomings of the urban environment. Based on the goal-oriented strategic marketing model, the necessity of adopting four main strategies has been emphasized: grounding, audience analysis, social system analysis, and policy coordination. As a result, the need for macro-management strategies to promote sports for the elderly will be effective from several perspectives, including improving their social and personal status and reducing the heavy costs of treatment for the government.