Analysis of sports participation in citizens through applying dimensions and symbols of political marketing (case of study: Tehran`s citizens)
Paper ID : 1116-12THCONG
1Tarbiat Modares University, Tehran, Iran
2Tarbiat Modares University ,Tehran, Iran
The way of using the political dimensions to achieving goals- especially in sport- is one of the most important goals for social policymakers. The Purpose of this study is Analysis of sports participation in citizens through applying dimensions and symbols of political marketing. The Purpose carried out based on an analytical –descriptive method through field study approach. The statistical population has constituted all Tehran`s citizens over 15 years participating in recreational sport activities in parks. The sample’s size was 385 persons based on the Cochran formula and the sample was selected by using cluster sampling available. In order to collect information from questionnaire of demographic information, the global physical activity questionnaire (GPAQ) and researcher- made questionnaire of political marketing (α =0.73). In order to analyze the data, descriptive statistics and inferential statistics including Pearson correlation coefficient, Independent-Sample T Test, Friedman test and regression were used. Results indicated that there is a positive and significant relationship between the political marketing’s dimensions and sport participation. Besides there is a significant difference in the role of political marketing’s dimensions in sport participation based on gender and all political marketing’s dimensions have a potential to predict sport participation. The first to sixth priorities of the role of political marketing’s dimensions are as follows: Program Tools, intellectual Symbols, Partisan and Political Tools, Media and Promotional Tools, Revolutionary Symbols and Religious Symbols. Political marketing and its dimensions are effective factors in sport participation and it can be used for further developing in citizen’s sport participation .