Designing the Development Model of Islamic Sports Marketing in Swimming Federation

Abstract

The current research was conducted with the aim of designing a development model for Islamic sports marketing in the swimming federation. The research is in terms of applied-developmental purpose and in terms of the type of descriptive research with sequential exploratory approach. The statistical population of the research in the qualitative part was 12 managers and marketers of the swimming federation and the swimming board of Isfahan city, who were selected by snowball method and at the limit of theoretical saturation. In the quantitative part of the research, 140 people were selected by random sampling from among all pool managers and swimming coaches in Isfahan using sample power. The tool of the qualitative part was a semi-structured interview, which was analyzed by theme analysis. The validity of the interview was checked by the Gaba and Lincoln (200) method, the validity by the Lauche method and the reliability by the coordination coefficient method between the coders were obtained and confirmed. The quantitative tool was a researcher-made questionnaire with 42 items in the form of 7 dimensions, which was confirmed by Cronbach's alpha and convergent and divergent validity through factor analysis. According to the findings, 42 indicators in the form of 7 main factors were identified as elements of the development of Islamic sports marketing in the swimming federation. Based on the findings of the Friedman test, Islamic ethics is ranked first in importance, followed by Islamic advertising, Islamic management, and value marketing. In the fifth rank, compliance with Islamic values and the right environment are ranked sixth, and finally, environmental health is ranked seventh. contract. Finally, the results showed that the research model has a good fit and can explain the development of Islamic sports marketing in the swimming federation.