Social Marketing and Sport for all Development: A Grounded Theory Approach

The study is to develop a model for sport for all development based on social marketing approach. So, the methodology of “Grounded Theory” was used. The statistical population was the senior managers, authorities and experts that based on theoretical sampling, 14 interviews and 11 documents were selected. At the same time, the data was analyzed by the three stages of open, axial and selective coding.
Based on the results of the analysis, the model of developing sport for all based on the social marketing approach was developed. The social marketing strategy for the development of sport for all consists of five main stages of policy making, stakeholder analysis, marketing mix design, social marketing plan design, and implementation and evaluation. Also, factors such as demographic characteristics, cultural and social conditions, sports characteristics and physical environment also affect these strategies. “SPORT FOR ALL, INTEREST FOR ALL” was chosen as a core idea. With the development of sport for all in the country, it would be possible to expect economic and social benefits and profits, promoting the level of public health and setting champion sport up.