Motivational Models in the Formation of a Strategy for the Development of the Fitness Services Industry in the Region
Natalya Stepanovna Martyshenko1, Angelina Georgievna Kim2, Olga Gennadevna Marchenko3
1Natalya Stepanovna Martyshenko*, Vladivostok State University of Economics and Service, Vladivostok, Russia.
2Angelina Georgievna Kim, Vladivostok State University of Economics and Service, Vladivostok, Russia.
3Olga Gennadevna Marchenko, Vladivostok State University of Economics and Service, Vladivostok, Russia.

Manuscript received on November 19, 2019. | Revised Manuscript received on November 29 2019. | Manuscript published on 30 November, 2019. | PP: 9637-9645 | Volume-8 Issue-4, November 2019. | Retrieval Number: D9994118419/2019©BEIESP | DOI: 10.35940/ijrte.D9994.118419

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Abstract: Currently, the fitness services market in Russia demonstrates one of the highest growth rates among other service markets. Recently, the growth of demand for fitness services has been moving from the capital cities to the regions. A new level of development of the fitness industry is characterized by the transition from the elite service to the mass one. To study the fitness services market in the Primorye Territory, the data of the questionnaire survey of the youth audience consisting of students of higher education institutions in the Primorye Territory were used in the present work. The questionnaire form used to analyze consumer behavior mainly included open-ended questions, which were processed using special computer technology. The scientific novelty of the research consists in the development of an original approach to developing a motivational model for fitness services consumption. The paper presents some results of the study of latent factors affecting the formation of demand for fitness services in the region. Exploring consumer behavior allows judging the effectiveness of a fitness service in general, analyzing current trends in fitness consumption in the region and predicting the demand for fitness products in the future.
Keywords: Fitness Services, Consumer Motivation, Marketing Research, Questionnaire Survey, Data Analysis, Qualitative Information Processing, Youth Segment.
Scope of the Article: Analysis of Algorithms and Computational Complexity.