UDC: 338.24
https://doi.org/10.25198/2077-7175-2024-3-23


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FACTORS INCREASING THE SPORTS ACTIVITY OF THE RUSSIAN POPULATION

N. A. Voskolovich
Lomonosov Moscow State University, Moscow, Russia
e-mail: ninaaleks2020@list.ru

Abstract. Improving health and increasing life expectancy of the population is inextricably linked with its involvement in physical education and sports. Observations show that along with the growing involvement of Russians in mass sports, a significant part of citizens do not yet use physical activity for their health, recuperation, recreation, and socialization. The purpose of the study is, through interdisciplinary analysis, to identify factors for the possible involvement of various socio-demographic groups of the population in regular mass sports and to substantiate the directions for its further development. The empirical basis of the study was the materials of official statistics, sample observations, surveys and polls. To process empirical data, grouping methods, comparative analysis, and expert assessments were used. In the process of the study, the main reasons for the passive attitude of certain groups of the population towards mass sports were identified: lack of time, poor health, age, lack of accessible sports facilities and services, difficulty in overcoming oneself. The elements of scientific novelty of this study are the substantiation of the need for a more specific relationship between medicine and sports, a comparative analysis of the possibilities of expanding sports physical activity of the population in the paid and free segments of mass sports, the development of digital transformation of the sphere of mass sports to increase the accessibility and quality of its services.

The practical significance of the study is that the proposed measures are aimed at increasing the interest and value of sports activity of various target groups of the population while simultaneously considering the real conditions of their implementation. The article substantiates the feasibility of a closer relationship between medicine, medical consultations and recommendations for physical activity, especially for older people with health problems; conducting regular observations of the dynamics of the contingents involved in mass sports and changes in their motivation; strengthening marketing and promotion of sports services and facilities in the media, public service advertising, social networks; providing preferences to entrepreneurs for renting premises, plots of land, organizing sports facilities, participating in the sponsorship of mass sporting events; development and use of training methods combining offline and online elements for target consumer groups; wider use of digital technologies and services for monitoring business processes in mass sports, increasing its efficiency and quality of services.

Key words: mass sports, population involvement in physical activity, motivation for sports activities, target groups of the population, digital transformation of the sphere of mass sports.

Cite as: Voskolovich, N. A. (2024) [Factors increasing the sports activity of the Russian population]. Intellekt. Innovacii. Investicii [Intellect. Innovations. Investments]. Vol. 3, pp. 23–32. – https://doi.org/10.25198/2077-7175-2024-3-23.


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