An Overview of the Challenges and Perspectives of Women's Sports Participation with a Social Marketing Approach

The purpose of the research is to examine the challenges and perspectives of women's sports participation.

In this article, an attempt has been made to investigate the status of women's participation in sports activities, its causes and challenges by using existing texts and literature, and by providing suitable solutions, an efficient horizon and perspective in order to increase participation as much as possible. Provide women in sports. The research method of this study is based on the nature of the subject of documents, and accordingly, the library technique was used to collect information..

The investigations showed that despite the increasing presence of women in social fields, their participation and presence in sports activities is limited. Considering the importance of sports in the personal and social health of women, it seems that the Iranian society has not yet realized the importance and necessity of sports among women and girls. The percentage of women participating in sports activities is lower than that of men in all countries.

The nature of using this concept of social marketing is to change behavior, which is the main nature and purpose of marketing in this field. The meaning of individual attitude change is that, according to the conditions, a person finds a positive belief in physical activity and public sports, and further, the attitude towards public sports also becomes positive, which is due to the increase of the individual's information. Further, according to the effects of social norms on the individual, this normative belief is created in people that exercise and physical activity can be placed as a need in people. The positive social consequences that can be achieved by using social recovery strategies, changing behavior towards desirable behaviors that lead to the development of public sports in this research. Considering the pivotal role of sports in the health of women as mothers of society and consequently the health of their children, the issue of women's sports participation should be seriously considered. Social marketing is suggested as an effective approach to reduce barriers and increase facilitators to women's sedentary behavior and improve the quality of individual and social life, which implementation and implementation requires support and capacity building from all responsible institutions. The multiple benefits of sports, improving women's social attitudes and beliefs by focusing on the effectiveness of promotional and educational activities, developing suitable places and spaces for women's public sports, inter-departmental coordination and leading women's public sports are effective measures in this field.