Use of Sport Promotion Mix to Increase Consumption of Services: A Case Study of El-Hawwar Sport Club in Egypt

Autor/inn/en	Attia, Mohamed A. S.; Chepyator-Thomson, Jepkorir Rose; Sonkeng, Katja; el Azim, Hazem Kamal El-Din Abd
Titel	Use of Sport Promotion Mix to Increase Consumption of Services: A Case Study of El-Hawwar Sport Club in Egypt
Quelle	In: ICHPER-SD Journal of Research, 10 (2018) 1, S.28-38 (11 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1930-4595
Schlagwörter	Foreign Countries; Clubs; Athletics; Marketing; Program Effectiveness; Public Relations; Merchandising; Social Media; Advertising; Egypt + Suchen Sie Ihr Suchwort? Ausland; Club; Klub; Leichtathletik; Public relation work; Öffentlichkeitsarbeit; Direktvermarktung; Soziale Medien; Werbung; Ägypten
Abstract	Drawing on a specific case of the El-Hawwar Sporting Club, located in El-Mansoura, Egypt, the primary intent of this study was to identify variables and key factors that contribute to an effective sport marketing promotional mix, used to enhance visibility and consumption of products and services of the sport organization. A total of 100 participants completed a questionnaire with questions using a 3-point Likert scale including demographic information to determine the effectiveness of a promotional mix to increase the service consumption of the HSC Sporting Club. The findings confirm the extraordinary value of a well-chosen promotional mix to increase the visibility and profitability of the touted goods and services. Participants provided several practical recommendations that include a call on today's sport marketers to invest sufficient time and resources in conducting a thorough market and consumer behavior analysis as a foundation for an effective promotional mix. This study found the use of promotion mixes in Egyptian clubs is still at its infancy and there is a dire need for more research on the topic in the future. (As Provided).
Anmerkungen	International Council for Health, Physical Education, Recreation, Sport, and Dance. 1900 Association Drive, Reston, VA 20191. Tel: 703-476-3462; Fax: 703-476-9527; e-mail: ichper@aahperd.org; Web site: http://www.ichpersd.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01