The innovations brought by digitalization in the fitness sector and business owners perspectives on these innovations
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https://doi.org/10.70736/ijoess.1781Keywords:
Digital transformation, Fitness sector, Customer experience, TAM and UTAUT, Technology acceptanceAbstract
This study aims to examine the adoption process of digital technologies in the fitness sector within the framework of the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Beyond its technical dimensions, digitalization is also evaluated through cultural, social, and strategic lenses. Key variables explored in the study include user experience, competitive pressure, and perceptions of future technologies. The research employs a qualitative design, utilizing semi-structured interviews with managers of six private fitness centers operating in Turkey. Data were analyzed using thematic analysis, and the coding process was supported by both manual techniques and digital tools (MaxQDA, ChatGPT). The analysis revealed nine main themes and sixteen sub-themes. Participants emphasized that digital systems offer time savings and operational convenience; however, they also highlighted challenges such as staff training, financial burdens, and the difficulty of maintaining emotional bonds with clients. Additionally, it was observed that social influence is shaped by competition and observational learning, while projections regarding advanced technologies such as artificial intelligence drew particular attention. Although TAM and UTAUT provided valid insights in the context of the fitness industry, the integration of variables such as emotional experience, customer loyalty, and organizational support is recommended. The findings underscore that successful digital transformation requires not only robust technical infrastructure but also comprehensive staff training, managerial backing, and the preservation of emotional connections with clients. Furthermore, the study suggests developing sector-specific guidelines for service-oriented domains like the fitness industry, increasing governmental support, and expanding classical technology acceptance models by incorporating emotional and organizational factors.
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