Publication: Las actividades dirigidas en centros deportivos y su valor como elemento de idelización
Authors
Pérez-Villalba, Marta ; García-Fernández, Jerónimo ; Gómez-Chacón, Ramón ; Fernández-Martínez, Nicolás
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Publisher
Murcia: Servicio de Publicaciones de la Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
El objetivo de este estudio fue determinar la demanda de activi-
dades dirigidas (AADD) por parte de las personas abonadas a centros de-
portivos españoles y determinar si las AADD se presentan como un elemen-
to de idelización de la instalación. Un total de 15.778 clientes de 97 centros
deportivos de ciudades de más de 100.000 habitantes fueron encuestados
a través de un cuestionario diseñado ad hoc. Lo resultados muestran una
mayor demanda de AADD entre el colectivo de mujeres (77,5%) frente a
los hombres (45,9%), y entre las franjas de edad comprendidas entre los 25
y 64 años superando el 60%. Los datos obtenidos conirman que las AADD
funcionan como un elemento de idelización entre el colectivo de personas
que hacen AADD de manera regular, presentandouna mayor permanencia,
y un mayor volumen de días y de horas semanales de asistencia.
Abstract: he aim of the study was to determine the demand of group exer- cise training (GET) by members of Spanish sports centers, and determine if GET could be considered as a retention element. A total of 15,778 members from 97 sports centers in cities with more than 100,000 inhabitants were surveyed through an ad hoc questionnaire. he results show a higher de- mand for GET among the group of women (77.5%) than men (45.9%), and between ages 25 and 64 exceeding 60%. he data obtained conirm that GET work as a loyalty element among the group of people who attend GET on a regular basis, presenting a greater membership tenure, and a greater volume of attendance days and weekly hours.
Abstract: he aim of the study was to determine the demand of group exer- cise training (GET) by members of Spanish sports centers, and determine if GET could be considered as a retention element. A total of 15,778 members from 97 sports centers in cities with more than 100,000 inhabitants were surveyed through an ad hoc questionnaire. he results show a higher de- mand for GET among the group of women (77.5%) than men (45.9%), and between ages 25 and 64 exceeding 60%. he data obtained conirm that GET work as a loyalty element among the group of people who attend GET on a regular basis, presenting a greater membership tenure, and a greater volume of attendance days and weekly hours.
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Citation
Sport TK: revista euroamericana de ciencias del deporte, Vol. 7 Núm. 2 (2018) Suplemento 2. Monográfico. Estudios de Gestión y Marketing del Deporte
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