Publication: Spor bilincinin yaygınlaştırılmasında sosyal pazarlamanın toplum tutumuna etkisi
Abstract
1.ÖZET Bu araştırmanın amacı, sporun sosyal yönden pazarlanmasının, toplum tutumuna etkilerinin ve toplumun spora yönelik tutumlarının araştırılabilmesi için bir tutum ölçeği geliştirmek ve bu ölçeği topluma uygulayarak, değerlendirmektir. Deneme ölçeği, 5 boyuttan (düzenli spor yapma alışkanlığı, toplum ve spor, medya-reklâm ve spor, devlet ve özel sektörün spora etkisi, aile ve çocukların spor eğitimi) oluşan, 55 adet tutum cümlesinden oluşturulmuştur. Pilot çalışma, Muğla ilinde tesadüfî örnekleme yöntemi ile seçilen, 18 yaşının üzerinde 150 kişiyle yapılmıştır. Verilerin toplanmasında, araştırmacı tarafından geliştirilen, “Sporun Sosyal Yönden Pazarlanmasına İlişkin Tutum Ölçeği” kullanılmıştır. Örneklemden elde edilen verilerin, yeterliliğinin saptanması için KMO (0.866) testi yapılmıştır. Güvenirlik değeri Crombach Alfa (0.973) olduğundan verilerin güvenirliği oldukça yüksek çıkmıştır. Sonuçta, 40 maddeden oluşan tutum ölçeği ortaya çıkmıştır. Nihai anket, Muğla ilinde tesadüfî örnekleme yöntemi ile seçilen, 18 yaş ve üzerinde 779 kişiye uygulanmış, frekans ve yüzdeleri hesaplanmıştır. Sonuç olarak, Spor Bilincinin Yaygınlaştırılmasında Sosyal Pazarlamanın Toplum Tutumuna Etkisini ölçebilecek bir tutum ölçeği geliştirilmiş, ölçeğin uygulanması sonucunda; katılımcıların sporun sosyal yönden pazarlanması konusundaki tutumları hususunda, en büyük payı kararsız ve olumlu tutum içerisinde yer alanların oluşturduğu, ülkenin imajı, çocukların sağlıklı gelişimi ve kendileri için sporun iyi olduğunu düşündükleri ancak bunu uygulamaya dökmedikleri, sporu tam anlamıyla bir ihtiyaç olarak görmedikleri, günlük aktivitelerini egzersizle ilişkilendiremedikleri, spor bilinci ile ülkenin Olimpiyat düzenlemesi arasında doğru bir ilişki kurdukları, spor yapan kişi sayısının artması ile toplum içi şiddetin azalacağını düşündükleri, spor medyasının toplumu yeterince bilgilendirmediğini, toplumca sevilen kişilerin spor bilincini artırabileceğini ve okullarda spor bilincinin aşılanmadığını düşündükleri tespit edilmiştir. Anahtar Sözcükler: Muğla, Sosyal Pazarlama, Spor, Toplum, Tutum Ölçeği 2.
The aim of this study is to develop, apply and assess an attitude scale to investigate the social marketing of sport, its effects on the public attitude and the attitude of the society towards sport. The sample scale consists of 55 attitude statements including 5 dimensions (habit of doing sport regularly, society and sport, media-advertisement and sport, the effect of state and private sectors on sport, sportive education of families and children). The pilot study was carried out with 150 people over 18 who were randomly chosen from different groups in Muğla. In order to gather data, “the Attitude Scale for Social Marketing of Sport” (ASSMS) was developed by the researcher. KMO test (0,866) was applied to assure the efficacy of the data gathered from the sample. The reliability coefficient which was 0,973 showed that the data had a high level of reliability. Consequently, a scale of 40 items was developed. After the final instrument was applied to 779 people over 18 who were randomly selected in Muğla, the frequency and percentage were calculated. The research results have revealed that people who have an indecisive attitude and a positive attitude make up the largest groups when the views of the participants about social marketing of sport are considered. It has also been showed that majority of the participants think that sport is good for the image of the country, healthy development of their children as well as for themselves; however, they neither apply this in their life nor consider sport as a need, they do not relate their daily activities with exercise, they directly relate the social sport consciousness with the national Olympic organizations and believe that as the number of people doing sport increases, social violence will decrease, but they do not think that sport media inform the society efficiently suggesting that popular people in the society can improve sport consciousness and finally they are not convinced that children are trained to get conscious of the importance of sport at schools. Key Words: Marketing, Social Marketing, Sport, Society, Attitude Scale
The aim of this study is to develop, apply and assess an attitude scale to investigate the social marketing of sport, its effects on the public attitude and the attitude of the society towards sport. The sample scale consists of 55 attitude statements including 5 dimensions (habit of doing sport regularly, society and sport, media-advertisement and sport, the effect of state and private sectors on sport, sportive education of families and children). The pilot study was carried out with 150 people over 18 who were randomly chosen from different groups in Muğla. In order to gather data, “the Attitude Scale for Social Marketing of Sport” (ASSMS) was developed by the researcher. KMO test (0,866) was applied to assure the efficacy of the data gathered from the sample. The reliability coefficient which was 0,973 showed that the data had a high level of reliability. Consequently, a scale of 40 items was developed. After the final instrument was applied to 779 people over 18 who were randomly selected in Muğla, the frequency and percentage were calculated. The research results have revealed that people who have an indecisive attitude and a positive attitude make up the largest groups when the views of the participants about social marketing of sport are considered. It has also been showed that majority of the participants think that sport is good for the image of the country, healthy development of their children as well as for themselves; however, they neither apply this in their life nor consider sport as a need, they do not relate their daily activities with exercise, they directly relate the social sport consciousness with the national Olympic organizations and believe that as the number of people doing sport increases, social violence will decrease, but they do not think that sport media inform the society efficiently suggesting that popular people in the society can improve sport consciousness and finally they are not convinced that children are trained to get conscious of the importance of sport at schools. Key Words: Marketing, Social Marketing, Sport, Society, Attitude Scale