The impact of investing in traditional craft products at sporting events to promote sports and cultural marketing: A sample analysis of some craftsmen from the city of Oum El Bouaghi

Abstract

This study addressed the impact of investing in traditional industry products on enhancing sports and cultural marketing through sporting events as a mediating variable. A sample of fifty-one (n=51) craftsmen and craftswomen from the city of Oum El Bouaghi was targeted, relying on Structural Equation Modeling using the Partial Least Squares method (PLS-SEM). It was concluded that in order to enhance sports and cultural marketing in the city of Oum El Bouaghi, the focus should be on mediating sporting events to invest in the traditional products that the region is known for.

       Accordingly, the process of investing in traditional industry products is not only marketed in designated places but can also be invested in sports forums locally and even internationally, which enhances the concept of sports and cultural marketing.