Sihong Sui , Lian Wang , Yu Cheng

DOI:10.46695/ASCS.5.1.1

Abstract

PURPOSE The purpose of this study is to investigate the relationship of the fitness club's servicescape, brand image, and customer loyalty, and to further verify the mediating role of brand image. METHOD This study used cluster random sampling to conduct a survey of 300 fitness club members in Guangxi Province, China. RESULT The findings indicate that while servicescape positively influences brand image, it does not directly influence customer loyalty. Instead, brand image significantly mediates the relationship between servicescape and customer loyalty. CONCLUSION These insights reveal the intricate dynamics between servicescape, brand image, and customer loyalty in the fitness sector. Understanding these relationships can enhance customer retention and foster loyalty, thereby contributing to the growth of the fitness industry and enriching the literature on fitness service marketing.

Key Words

Fitness club, servicescape, brand image, customer loyalty

Haiqing Yang , Heyi Tang , Zhen Liu , Xiuxiu Bu

DOI:10.46695/ASCS.5.1.2

Abstract

PURPOSE This study aimed to explore the phenomenon of Duanopo Horse racing in Sandu Sui Autonomous County, Guizhou Province, China, considering the event as a sport-tourism spectacle.In the context of that which incorporates variables, such as sport tourism expectations (STE), perceived quality (PQ), destination image (DI), and behavioral loyalty (BL). METHOD This study employs a combination of literature review and quantitative methodologies to explore interrelations among STE, PQ, DI, and BL in the Duanpo horse race in Sandu. The study specifically targets sports tourists who have participated in the "Duanpo Horse Race" in Sandu, from whom 395 valid questionnaires were collected for analysis. RESULT The quantitative analysis yielded several key findings. First, STE was found to significantly impact DI. Second, there was a highly significant effect of STE on PQ. Third, STE was not found to significantly affect BL. Fourth, the impact of DI on BL was not significant. Fifth, DI was found to significantly influence PQ. Lastly, PQ had a very significant effect on BL. CONCLUSION This study provides a quantitative examination of the Duanpo Horse Race within the Sui ethnic group from a sports tourism perspective. It contributes to the body of knowledge on sports tourism and ethnic traditional sports by clarifying relationships between STE, PQ, DI, and BL. The findings suggest that the government can draw more tourists by integrating ethnic traditional sports culture into the broader tourism culture. Enhancement of infrastructure and the quality of event services and management are pivotal. Such initiatives not only attract tourism but also facilitate the sustainable development of traditional ethnic sports culture.

Key Words

Expectation, perceived quality, destination image, behavior loyalty Sports tourism, which is recognized as a rapidly expanding and significant economic, social, political, and cultural phenomenon, represents a dynamic fusion of sports and tourism

Chaoqi Li , Qiang Zhang , Xuemeng Hao , Chen Zhang , Ce Guo , Yu Cheng

DOI:10.46695/ASCS.5.1.3

Abstract

PURPOSE Taking the Keep fitness app as an example, this study investigated the relationship between user experience value (EV), satisfaction (SA), and behavioral intention (BI) of fitness apps in the post-COVID-19 era. METHOD Participants were mainly Keep fitness app users from China who had used the Keep fitness app more than once a week for at least six months. A total of 508 questionnaires were distributed online; 352 valid questionnaires were analyzed after invalid questionnaires with random answers, blank answers, and missing information were excluded. Statistical analyses were performed using SPSS version 26 and AMOS version 26. Descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling were used. RESULT The results showed that the four factors of user EV all had a positive impact on SA. Service evaluation (SE) and investment returns (IR) had significantly positive effects on BI. Thus, SA played a positive mediating role. CONCLUSION The study found that EV is an important variable that affects BI regarding the Keep fitness app. Managers must focus on SE and IR to improve consumer behavior.

Key Words

Fitness app, experience value, satisfaction, behavioral intention