Designing a cultural marketing management model with the approach of supporting the production of domestic sports products and goods

The current research was conducted with the aim of designing a cultural marketing management model with the approach of supporting the production of domestic sports products and goods.

In terms of purpose, the current research is an applied research type, and in terms of method type, it is considered a mixed research method. The use of qualitative research methods, such as case studies, focus group interviews, theory based on data, action research, etc., only study the non-quantitative aspects of phenomena and alone cannot reveal the reality of phenomena related to management. and fulfill all the objectives of this research. . Therefore, it is necessary to use both qualitative and quantitative research methods to understand the management issues and to understand the reality of the constituent elements of the management organization. Quantitative research considers a part of the target statistical population by using sampling methods and collects the desired information by sending survey forms (online or manual) in the form of questionnaires, etc. The results of the statistical analysis of such data make quantitative research results. The statistical population in the qualitative section consisted of marketing experts and cultural managers who were semi-structured interviewed based on the information saturation of 15 participants. And in a small part, they were those who are active in the field of production, distribution and sale of cultural products. And based on Cochran's formula and sample size related to the number of variables in structural equation modeling, 250 people were selected as a sample. For data analysis, we used MAX QDA software in the qualitative section and SPSS and smartPLS software in the descriptive and inferential statistics sections.

The findings showed that the factor loading values of all the items are greater than 0.4 and therefore the measurement model is a homogeneous model and the factor loading values are acceptable values. The results of the significance analysis of the t-statistic values showed that the t-statistic values for all items were reported to be greater than 2.58. This means that the relationship between the items with their respective latent variable is accepted at the confidence level of 99%. Model predictive power or shared redundancy is a measure to check the structural model. The purpose of this index is to check the ability of the structural model in forecasting by ignoring method. The most famous and well-known criterion for measuring this ability is the Q2 index, based on this criterion, the model should predict the indicators of the reflective endogenous hidden variable. The values obtained from this test are positive, which indicates the appropriate quality of the structural model. The results showed that the prediction power of the model is strong.

The results showed that the strengthening of the private sector, optimal market management, planning and organization of production products in line with the promotion and sale of local cultural goods are the most important effective factors. Also, cultural marketing management strategies in the form of a specialized perspective, understanding the dimensions Cultural marketing, academic attitude to cultural marketing, empowerment, international interactions in order to manage cultural marketing as best as possible have been identified in this research.Keywords: marketing, cultural marketing, supporting national production, sports products and goods.