Factor Analysis the Culture Makers in Promoting Culture of Sport in Iran

The purpose of this research was factor analysis the culture makers in promoting culture of sport in Iran. The research methodology was a exploratory mixed method. In other words, first, using the qualitative method, were identified culture makers and physical activities creators, and conceptual model was created, and then, using quantitative Structural Equation Method, Partial Least Squares (PLS) approach, their role was investigated and analyzed. Data gathering tool was a researcher-made five-point Likert questionnaire. The validity of the questionnaire was approved by ten sports management experts. The results of the Cronbach's alpha with a value of 0.878 showed that the reliability of the questionnaire was acceptable. The statistical population was the people who played a role in creating a variety of sports activities in Iran. 604 questionnaires were answered (n=604). Data analysis was performed using SPSS22 and Smart-PLS software. The confidence level was 95%. The findings showed that at present, families, friends and social institutions, the medical community, the Ministry of Sport and, the national media, have a significant role in promoting the culture of sport in society. But government executives and politicians, religious leaders and scholars, artists, elite athletes and celebrities are passive in promoting a culture of sports. Regarding the findings, it is necessary for sport managers to identify and implement strategies to use the potential of different cultures to promote sport culture.