واقع تطبيق المزيج الترويجي للخدمات الرياضية بأندية محافظة دمياط

Abstract EN

This research aims to identify the reality of the application of the promotional mix for sports services in the clubs of Damietta governorate.

the promotional mix questionnaire form with its axes, and the data was collected through the application of the questionnaire form, and the data collected was classified, tabulated and statistically analyzed, and appropriate statistical methods were followed through the SPSS program, and this research followed the descriptive analytical approach.

in order to reach the most important results of the research, which confirm that the calculated (Ca2) value is greater than the tabular (9.49), for all the terms of the promotional mix questionnaire, where the calculated (Ca2) value ranged between (14.389 : 136.944), which shows that there are statistically significant differences in all statements, and the estimated percentage of the axes statements is high, which indicates the importance of the promotional mix questionnaire’s statements (advertising-advertising-personal selling-sales activation-public relations), and there are statistically significant differences between the opinions of consumers of sports services- the research sample-according to the club type variable in the first axis (advertising), the third axis (personal selling), the fourth axis (sales activation), and the fifth axis (public relations) ; as the calculated value of (F) is greater than its tabular value at the level of significance (0.05), and it was found that the direction of differences between the opinions of consumers of sports services-the research sample-according to the variable of the type of club at the level of significance (0.05), in the first axes (advertisement), and the third (personal selling), the fourth (sales activation), and the fifth (public relations) between the opinions of consumers of sports services in clubs in favor of private clubs.

the current research recommended the need for sports clubs of various classifications to pay attention to the promotion mix within the clubs, and for the promotional mix plan for sports clubs to focus on the majority of the promotional mix elements (advertising, advertising, public relations, personal selling and sales promotion), and the need for sports clubs to work on adopting the importance and concept of promotion.

continuous innovation in the promotional mix process.