Research in Sports Management and Movement Behavior

Place Research and Return to Sport: An Analysis of the Aesthetic Role and the Tendency of Customers to Sport

Authors

Zahra Karimi 1
Javad Gholamian 2
Vahid Saatchian 3

1 Sanabad- Golbahar University

2 Ferdowsi University

3 Imam Reza International University

https://doi.org/10.29252/JRSM.10.19.57
Abstract
The present study investigates the role of aesthetic dimensions of the place and the tendency of costumers to the sport in physical fitness and aerobics clubs in Mashhad. The research method was descriptive-correlational and the statistical population consisted of customers of Mashhad fitness and aerobics clubs. Considering correlational studies, 250 persons were selected (randomly) as the samples. Then two questionnaires of Soleimani's Aesthetic Dimensions (2012) and Gil's Sport Participation Motivation Questionnaire (1983) were used. The validity and reliability of the questionnaires were 0.71 and 0.82, respectively. The results showed that the most important aesthetic component of "color" is in the first priority and the "environment" component is in the last priority. In terms of forecasting the tendency of customers to sports, It can be said that 43% of the changes in tendency to sports is related to aesthetic variable (P<0.05). The dimensions of aesthetics can have a positive and significant effect equal to 0.77 on tendency to sports. Considering the changing of today's customer’s attitude regarding the use of equipped and modern sports spaces with exclusive spaces and modern style, applying aesthetic dimensions can be useful for customer satisfaction, assurance of their loyalty, as well as the tendency of people to sports and sports clubs.

Keywords

Sport Marketing
Sport Club
aesthetic
Tendency to exercise
Sports customer
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