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Sheffield Business School
BSc (Honours) Events and Leisure Management
Title
The Motivation and Characteristics of Women Participation in Fitness Centre
Name
Sung Wing Yan, Iris
Student No
91206592
Month Year April 2011
Sheffield Hallam University
Sheffield Business School
Title
The Motivation and Characteristics of Women Participation in Fitness Centre
FULL NAME
Sung Wing Yan, Iris
STUDENT No
91206592
Supervisor: Ms. Ng Mei Leng
In partial fulfilment of the requirements for the degree of Bachelor of Science in
Events and Leisure Management.
Month Year April 2011
Table of Contents
Acknowledgements……………………………...…………………….......... I
Abstract……………………………...……………………............................. II
Figure List……………………………...……………………….……….......... III
List of Tables……………………………...…………………………….......... III
Appendix List……………………………...………………..………….......... III
Chapter 1 - Introduction……………………………...……………………... 1
1.1 Introduction……………………………...………………………….......... 2
1.2 Purpose of the Study……………………………...…………...………… 3
Chapter 2 – Methodology……………………………...……………………. 4
2.1 Research Instruments……………………………...……………………. 4
2.2 Limitations……………………………...……………………................... 5
Chapter 3 – Literature Review……………………………...……………… 6
3.1 Health and Fitness Industry Trend……………………………………… 6
3.2 Motivation……………………………...…………………….................... 6
3.2.1 Maslow’s Hierarchy of Need Theory……………………………… 7
3.2.2 Participation Motivation Inventory……………………………........ 8
3.2.3 Self-Determination……………………………...………………...... 8
3.2.4 Intrinsic Motivation……………………………...…………………... 9
3.2.5 Extrinsic Motivation……………………………...………………….. 10
3.3 Fitness and Lifestyle……………………………...……………………… 10
3.4 Women and Disease……………………………...……………………... 10
3.5 Stress, Anxiety and Depression……………………………...…………. 11
3.6 Women Perceptions……………………………...…………………….... 11
3.6.1 Group Exercise……………………………...…………………….... 12
3.6.2 Promotion……………………………...……………………............ 12
3.7 Socio-Demographic Characteristic……………………………............. 13
Chapter 4 – Data Analysis……………………………...…………………... 14
4.1 Past Fitness Experience……………………………...……................... 14
4.2 Socio-demographic Characteristics……………………………………. 14
4.3 Motivation Factors Analysis Results……………………………...…..... 17
4.4 Perception Factor Analysis Results…………………………………..... 21
Chapter 5 – Conclusion……………………………...……………………... 26
5.1 Recommendations……………………………...……………………...... 26
5.2 Research Limitations……………………………...……………………... 30
Reference……………………………...…………………….......................... 31
Appendix……………………………...……………………........................... 37
Acknowledgements
I am heartily thankful to my supervisor, Ms. Ng Mei Leng, whose encouragement,
supervision and support from the preliminary to the concluding level enabled me to
develop an understanding of the study.
Lastly, I offer my regards and blessings to all of those who supported me in any
respect during the completion of the dissertation.
Abstract
This study examines the underlying factors that motivate Hong Kong women to go
fitness centres. It attempts to explore the different perceptions of fitness experience
and identify the relevant socio-demographic characteristics of women. Based on the
findings from a review of literature and an instrument consisting of 9 motivating items
and 19 perception items were developed. Motivation factor analysis revealed that
‘improve overall health’, ‘lose weight’, ‘over come health problem’, ‘enhance physical
attractiveness’ and ‘relieve human emotion’ are the most important underlying
motivation factor for Hong Kong women. Perception factor analysis results of
perception show that ‘neatness and cleanliness of facilities’, ‘politeness of general
employees’, ‘type of facilities diversity’, ‘free trial’ and ‘type of programs diversity’ are
the most important women perception in fitness centre. The findings of this study will
provide researchers and operators in the profitable fitness centre with useful insights
into understanding the present nature of the demand of fitness and health exercise in
Hong Kong.
Figure List
Figure 1 Questionnaire Sample - 7 -
List of Tables
Table 4.1 Past fitness experience - 14 -
Table 4.2 Socio-demographic characteristics and fitness experiences of
the respondents
- 16 -
Table 4.3 Motivation items - 18 -
Table 4.4 Integrated intrinsic motivation tabulation - 20 -
Table 4.5 Count of 'lose weight' and 'enhance physical attractiveness'
tabulation
- 20 -
Table 4.6 Perception Factors - 24 -
Table 4.7 Mean gap between ‘free trial’ and ‘a real live person making a
promotion’
- 25 -
Appendix List
Appendix 1 Questionnaire Sample - 37 -
Chapter 1 – Introduction
1.1 Introduction
The sports fitness industry is the principal and fundamental part of the sports
industry (Liu, 2006). With the popularity of sports and physical activities in the
people's everyday life, more and more female people enter into commercial fitness
clubs (Chen and Li, 2005).
Fitness centers in Hong Kong have grown rapidly. The increasing popularity
of fitness centers is due to the introduction of international fitness chains. Society
today places a lot of emphasis on having a beautiful body, and fitness centers, the
icons of good health, are becoming increasingly popular. Fitness centers in Hong
Kong have started to include yoga, Pilates, Tai Chi, kickboxing and other group
exercises in their fitness menus. Gyms have also started to provide one-stop
services which include beauty, spa and gym (Shum and Ng, 2004).
Regular physical activity can play an important role in both the prevention and
treatment of cardiovascular disease, hypertension, diabetes mellitus, stroke, some
cancers, osteoporosis and depression, as well as improving the lipid profile. A large
body of evidence exists about the health benefits of physical activity, far less is
known about the effectiveness of strategies to achieve the increases in physical
activity necessary to acquire these benefits (Hillsdon and Thorogood, 2010).
Within the profitable firm, the best hope for achieving a sustainable
competitive advantage and increasing bargaining power in a competitive marketplace
is by means of better understanding which customers are in the best position to
experience long-term, profitable relationships for the oriented firm (Raab et al., 2008).
Maslows’ needs hierarchy (1954) is the one important theory that to deeply measure
what potential customers need and make them satisfaction. Thus, customer
satisfaction ratings can have powerful effects via theory comprehension. With these
benefit for the firm, it can be devise and assist more effective marketing campaign.
Due to influence from international fitness chains, some researchers (e.g.
Shum and Ng, 2004) anticipate that the demand of fitness centre is growing rapidly.
However, the motivations, perceptions and socio-demographic characteristics of
Hong Kong women within fitness centre have not been well documented as a review
of available literature on the subject reflect that lack of examine Hong Kong women
of such elements in studies.
This study aims to present findings to examine the underlying factors that
motivate women to participate in private fitness centres in Hong Kong. The main
objective of the study to find out the reasons for women to visit fitness centres. It also
examines their perspective of fitness centres and to identify the socio-demographic
characteristics of Hong Kong women. The findings of this stuffy could provide
marketers of fitness centres with useful insights into Hong Kong women’s motive
behind seeking fitness experience, thus, it able to contribute towards the formulation
of appropriate marketing strategies for customer-oriented fitness facilities and
services.
1.2 Purpose of the Study
The purposes of the study are to examine the underlying factors that motivate
women to participate in fitness centres in Hong Kong:
1. To find out the reasons for women to visit fitness centres;
2. To examine women perspective of fitness centres in Hong Kong;
3. To identify their socio-demographic characteristics.
Chapter 2 – Methodology
To identify the motivating and perspective factors of respondents participate in
fitness centre. Methodology is important to get the accurate data for the research,
give details and comprehensive information and be objective, involve collecting
primary data by questionnaire survey that can be tabulated and analyzed.
2.1 Research Instruments
Questionnaire may influence the quality of the response and response rate,
the questionnaire is good to reflect the conceptual framework of the research.
(Ronald 2007). This study adopts a qualitative approach in order to provide valid,
reliable and representative assessments. It contains three parts and data between
relationship of motivation, perspective and women. First, based on the review of past
literature, an instrument consisting of 9 motivating items and 19 perception items
separated by 4 main elements were developed. Subsequently, a structured
questionnaire consisting of four parts was devised. Part 1 covered screening
question and question related to previous fitness experiences. Part 2 was the
instrument to measure the underlying motivating factors. The respondents were
asked to give a rating on a five-point Likert scale with the descriptive equivalent
ranging, from “never true” (1) to “always true” (5) of the 9 motivating items. Part 3
was another instrument to measure the respondent’s perception factors. Similar to
Part 2, the respondents were asked to give a rating from “not at all important” (1) to
“very important” (5) of the 19 perception items. Part 4 dealt with question on socio-
demographic characteristics.
The questions in Part 2 was developed and sourced from a survey of reasons
for adopting a fitness program from the International Health Racquet and Sportsclub
Association and American Sports Data, Inc. (1994a), Nurses’ Health Study and a
study from Hale and Raglin (2002) , which focused on motivation theory. Part 3 was
developed by analysis from many researchers: Kew (2000), Coffman (2007), Wann
(1997) and Brooks (1994). Part 4 was referred by Torkildsen (1999).
The data collected were analyzed by taking the average of a five-point Likert
scale and to rank the order among 9 motivating and 19 perception items and to
condense them into a smaller set of factors. Informed consent in questionnaire
indicates the consent a person gives to meet certain minimum standards which is
important in social research.
2.2 Limitations
Due to the reasons of time resource and financial limitation, self-administered
questionnaires were distributed via facebook and e-mail to related respondents –
female as a gender was necessary. This electronic distribution method allows the
questionnaires to be widely dispersed and focus related respondents easily, so that a
total of 130 questionnaires from female respondents who aged 18 years or above
were employed. As English is the one of official languages in Hong Kong, the
questionnaires were made in English to ensure accuracy of a scientific name in
industry.
As the limitation of electronic distribution method and this study was focus on
women who had participate in fitness centres, screening question in Part 1 was
developed to separate respondents who had no fitness experience and there were a
total of 21 respondents. Therefore, 21 of 130 questionnaires were not usable in this
study.
Chapter 3 – Literature Review
3.1 Health and Fitness Industry Trend
A 2010 industry market research report from IBIS World provides a detailed
analysis of the Gym, Health & Fitness Clubs in the US industry, including key growth
trends, statistics and forecasts. A report indicated that gyms, health and fitness clubs
have benefited greatly from the vast array of marketing campaigns urging people to
get fit. Club membership numbers have increased considerably over the past decade,
rising from 29.5 million in 1998 to over 40 million by 2010. This long-term statistics
reflect the number of people who participate in health and fitness club is increasing.
3.2 Motivation
The term “Motivation” is the driving force which makes people to achieve
goals and is said to be intrinsic or extrinsic (Jarvis, 2006). Motivation is generally
used for humans, also refers to human motivation theoretically.
According to various theories, the term may be rooted in a basic need of
physical or psychological described from Maslow’s hierarchy of needs theory
(Maslow 1943). They also claimed that motivation has been central to many social
psychological theories, which aim to explain behaviour and is central to self-
determination theory. It is one of the most influential theories of human motivation
and become central to examine the contribution of self-determination theory to
motivation and behaviour in the domains of exercise. In fitness domination aspect,
McWilliams (2010) said motivation theory also describes why and how human
behaviour is activated and directed. It is regarded as one of the most important areas
of study in the field of organizational behaviour.
3.2.1 Maslow’s Hierarchy of Need Theory
Jarvis (2006) described that, Maslow (1954) developed a broad spectrum
theory of human motivation that aimed to explain all the types of human need and
rank them in the order people seek to satisfy them.
This diagram shows Maslow's hierarchy of needs. He stated the first priority is
to satisfy human’s physiological needs, than seek out safety, social, esteem needs.
Once these had been achieved, our focus will shift to satisfying intellectual needs
Figure1. Maslow’s Hierarchy of Needs (source: Jarvis, 2006)
than come aesthetic needs and the final human need is self-actualisation. He also
emphasised fitness and sport are an excellent way of providing people with esteem
and social needs.
According to Jarvis (2006), reasons for fitness and sport participation fit into
the hierarchy of needs as follows:
Physiological needs – food, exercise, relaxation
Safety needs – activities with proper guidance and safety measures, security of
health
Social needs – membership in organization, friendship, family
Esteem needs – interest course (acquire skills and gain qualifications)
Intellectual needs – understanding, knowledge
Aesthetic needs – beauty, order, balance
Self-actualisation – personal fulfilment, achieve one’s potential
3.2.2 Participation Motivation Inventory
Wann (1997) used the Participation Motivation Inventory (Gill, Gross, &
Huddleston, 1983) which contains 8 different motivational factors, including skill
development, team affiliation, fun, status, friendship, energy release, fitness and
situational factors. These factors were available to correspond to Maslow’s hierarchy
of needs theory.
3.2.3 Self-Determination
Self-determination theory is a theory of human motivation,the extent to which
behaviours are autonomous or self-determined through the methods of social
psychology and personality. Hagger and Chatzisarantis (2007) stated theory
comprises of several subtheories (i.e. cognitive evaluation, organismic integration
theory - Deci and Ryan, 1985). Furthermore, he indicated the heart of the theory is
the premise that individuals are active in their pursuit to satisfy three basic
psychological needs to foster well-being and health: autonomy, competence and
relatedness. Many research suggest support for self-determination theory within the
exercise setting, such as autonomy support from friends (Wilson and Rodgers, 2004)
and satisfaction of the basic psychological needs (Wilson, Rodgers, Blanchard and
Gessell, 2003; Wilson, Rodgers and Fraser, 2002).
Hagger and Chatzisarantis (2007) also examined the contribution of the
theory to the explanation of participation in, adherence to health-related exercise and
the motivational antecedents and contingencies that give rise to exercise behaviour
and health-related outcome, like psychological well-being.
3.2.4 Intrinsic Motivation
Hagger and Chatzisarantis (2007) believed that it is the inherent propensity to
actively develop skills, engage challenges or take interest in new activities even in
the absence of external prompts or rewards. They further explained people cited
intrinsic motives for participation in exercise were more likely to be motivated by
positive effects on well-being than extrinsic motives. Other researcher – Jarvis (2006)
said that intrinsic motivation comes from within the person, which for taking part in
sport including excitement, fun, improve skills, and love of action. Several main
motivations in UK emerged, physical and psychological well-being, assertive
achievement, improvement of performance and gain status examined by Ashford et
al. (1993).
On the other hand, Deci and Ryan (1985) deemed cognitive evaluation as
factors that explain intrinsic motivation and variability with it and looks at how social
and environmental factors help or hinder intrinsic motivation as well as focuses on
needs of competence and autonomy.
3.2.5 Extrinsic Motivation
Extrinsic motivation results from external rewards and come in the form of
trophies, prizes and less tangible rewards (praise and status). Hagger and
Chatzisarantis (2007) indicated people engaging in sport or exercise activities were
from health reasons to desire for recognition. The term is one of the broad classes of
nonintrinsic motivation, that is, behaviour motivated by expected outcomes or
contingencies not inherent in the activity itself.
3.3 Fitness and Lifestyle
Grantham et al. (1998) indicated and analyzed a survey of reasons for
adopting a fitness program from the International Health Racquet and Sportsclub
Association and American Sports Data, Inc., The reasons were distributed from
“improving appearance”, “improving health”, “feeling good” and “”other reasons ” (i.e.
continuation of active lifestyle). They reported that nearly half of customers surveyed
listed factors relating to improving appearance (including tone muscles build bulk and
reduce weight).
3.4 Women and Disease
In the past few years, many studies (e.g. Nurses’ Health Study) have been
examining about women’s health behaviors and make specific recommendations.
Kettles, Cole and Wright (2006) evidence show that physical activity can reduce risk
and prevent chronic disease developing as they are concerned that many women
may already have such diseases. Overweight and obesity are often a problem for
women long before menopause. Many researchers (Blair et al. 1996; Farrell et al.
2004; Grundy et al. 1999; Rockhill et al. 2001) stated that overweight and obesity are
associated with increased risk of hypertension, arthritis, or diabetes. Participate in
aerobic and muscular fitness training is most efficient to prevent weight problems and
decreasing numbers of cardiovascular events, the more exercise, the better (Sharkey
and Gaskill, 2007). Osteoarthritis is the most common type of arthritis which occurs
faster in women, especially after menopause. van Baar et al. (1999) claimed women
need to maintain long-term regular exercise programs in order to minimize discomfort.
3.5 Stress, Anxiety and Depression
Sharkey and Gaskill (2007) expressed stress as human emotional response
to events in life. Regular activity is the ideal way to cope with stress because it is
effective, long lasting and much less expensive than drugs. Anxiety has been
characterized by feelings of uncertainty and become threat to self-esteem. A study
from Hale and Raglin (2002) showed that resistance training or aerobic exercise
significantly reduced state anxiety. Depression is characterized by sadness, low self-
esteem or hopelessness. Bauer et al. (2001) evaluated a study and found substantial
rapid improvement in mood as the effects of treadmill exercise. Another study of
women found that even low levels of activity have a positive effect on depressed
feelings and psychological disorders, by Kull (2003).
3.6 Women Perceptions
Many literatures focus on “women in sport”. Kew (2000) exhibited that there
has been concerned with debunking physiological and psychological myths about
women. He pointed out the following requirements in assessing fitness centre should
be highly concerned and become factors for encouraging women to participate in
fitness centre. Such as providing better facilities, better coaching, more female
coaches, better understanding of constraints on women’s participation and better
understanding of the influence of the culture, peers, friends and media.
A study conducted by Brooks (1994) brought out several main elements
about participants view in impression or desires in fitness centre, including facilities
and atmosphere, personnel, programs and advertising, which become an entry
barrier or attractive factor in women’s perception. This study is valuable in
understanding consumer views on sedentary and active lifestyles.
3.6.1 Group Exercise
Coffman (2007) believed that, adherence to exercise is enhanced in the
industry and most people join clubs because they would prefer to work out in a group
environment. The following group exercise programs are examples of many types of
classes in fitness centre today: group cycling, step, aerobic dance, kickboxing, yoga,
Pilates etc. Every one of them has the potential to offer fun, energizing, intense and
workout.
3.6.2 Promotion
People participate in fitness activities for many different reasons as measured
before in this study, therefore, Coffman (2007) brought out that people will respond to
promotions in several ways: see it, read it, hear it, and experience it. She further
explained that, people will see an advertisement (i.e. TV advertising, billboard, leaflet,
and poster) then decide if they want to read further to find out more about the
promotion. The information presented by such media has a large impact in shaping
the perceptions of individuals, Wann (1997) said, a real live person making a
promotion and free trial makes for an easy entry into a program and an ideal
response to a promotion.
3.7 Socio-Demographic Characteristic
Socio-demographic is the relations with between demographic and social
phenomena. Grantham et al. (1998) indicated that socio-demographic is most
commonly used to segment a market in fitness centre as well. Referring to Torkildsen
(1999), participating in leisure activities is strongly linked with elements of life and
closely and positively related to social factors, also have profound effect on the
participation, including age, gender, family life-cycle (marriage, parenthood,
retirement) and education, occupation and income level.
On the other hand, Grantham et al. (1998) analyzed the occupation and
education level of members of for-profit centre. The result pointed out that over half
number of members were manager or professional level and be or will be the owner
of four-year degree in educational. For the age distribution, a statistic figure reprinted
from American Sports Data (1997) showed that the largest group of exercise
participants is the 18 to 34 year olds, who comprise 42% of the total health fitness
population. Kettles, Cole and Wright (2006) showed a figure and pointed out that
physical inactivity increase with and contributed to weight gain with age, after age 65,
more than half of adults become physically inactive.
Chapter 4 – Data Analysis
4.1 Past Fitness Experience
A total of 130 responses were obtained in the survey. The past fitness
experience of the respondents are summarized in Table 4.1. The figure shows that
over 80% of the respondents have visited fitness centre before. 109 respondents
(83.8%) have visited fitness centre before, 21 respondents (16.2%) have not been
visited before. This result corroborates the fitness trend reflect increasing number of
Hong Kong people participate in fitness center that affecting by the introduction of
international fitness chains (Shum and Ng, 2004) and become similar to health and
fitness industry trend by a 2010 industry market research report from IBIS World in
US.
Table 4.1 Past fitness experience
Past fitness experience Frequency Percentage
Yes 109 83.8
No 21 16.2
Total 130 100.0
4.2 Socio-demographic Characteristics
From the survey, a total of 109 respondents have visited fitness centre before
and their socio-demographic characteristics are summarized in Table 4.2.
Of the age of 109 respondents, the largest group and more than half of
respondents is aged 18-24 years (66.1%). The second group came from the group
aged 25-29 years (15.6%), followed by the group aged 30-34 years (11.9%). The
other group aged is less than one-tenth of total respondents, 35-39 years (3.7%), 45-
49 years (0.9%), 50 or above years (1.8%) and no respondent belong group aged
40-44 years (0%). The age distribution is similar to the findings of statistic figure
reprinted from American Sports Data (1997) that the largest group of exercise
participants is the 18 to 34 year olds as the sum percentage of the group aged 18-34
years was 93.6% in this result. The results also bring out a different participating
trend of women who are 50 or above years to intensive contrast with a figure from
Kettles et al. (2006) pointed out that after age 65 of adults become physically inactive
increased.
In terms of education level, approximately half (48.6%) of the respondents
hold a bachelor’s degree, nearly one-third (30.3%) of the respondents hold a diploma
or higher diploma, whereas other education level groups are less than one-tenth of
total respondents, secondary school group (8.3%), master’s degree or above group
(7.3%) and associate degree group (5.5%) is the smallest. The education level
distribution is similar to the findings of Grantham et al. (1998) analysis who pointed
out that over half number of members of fitness centre were the owner of four-year
degree in educational.
For the marital status, the largest group (85.3%) of respondents is single,
followed by 10.1% who are married with children and subsequently 4.6% who are
married without children. No respondent belong divorced and widowed (0%).
More than half (59.6%) of respondents earn a personal monthly income below
or HK$10,000, followed by 27.5% who earn HK$10,001-20,000. Another four
categories of income level groups are below one-tenth: 6.4% respondents earn
HK$30,001-40,000, 3.7% respondents earn HK$20,001-30,000, 1.8% respondents
earn HK$40,001-50,000 and only 0.9% respondents earn HK$40,001-50,000 per
month.
Regarding occupation level, a majority (45.9%) of respondents are student,
followed by 24.8% are administrative or clerical and 15.6% are junior managerial.
The surplus of other is senior managerial (4.6%), unemployed (3.7%), self-employed
(2.8%), technical worker, housewife and people who are retired (0.9%). The results
reflect a difference of findings by Grantham et al. (1998) who pointed out that over
half number of fitness centre members were a manager or fell in the professional
level in that year.
Table 4.2 Socio-demographic characteristics and fitness experiences of the
respondents
Socio-demographic profile Frequency Percentage
Age
18-24 72 66.1
25-29 17 15.6
30-34 13 11.9
35-39 4 3.7
40-44 0 0.0
45-49 1 0.9
50 or above 2 1.8
Total 109 100.0
Education level
Secondary school 9 8.3
Associate degree 6 5.5
Diploma or Higher diploma 33 30.3
Bachelor's degree 53 48.6
Master's degree or above 8 7.3
Total 109 100.0
Marital status
Single 93 85.3
Married without children 5 4.6
Married with children 11 10.1
Divorced 0 0.0
Widowed 0 0.0
Total 109 100.0
Personal income per month
Below or HK$10,000 65 59.6
HK$10,001-20,000 30 27.5
HK$20,001-30,000 4 3.7
HK$30,001-40,000 7 6.4
HK$40,001-50,000 2 1.8
HK$50,001 or above 1 0.9
Total 109 100.0
Occupation level
Senior managerial 5 4.6
Junior managerial 17 15.6
Administrative or clerical 27 24.8
Technical worker 1 0.9
Self-employed 3 2.8
Housewife 1 0.9
Full-time student 50 45.9
Unemployed 4 3.7
Retired 1 0.9
Total 109 100.0
4.3 Motivation Factors Analysis Results
Reliability analysis was performed on the 9 motivating items for women who
have visited fitness centre. Out of the 9 motivating items, based on calculating by an
average, Table 4.3 show that the mean scores for 8 items are above 3.0 on a five-
point Likert scale. This significantly indicated that nearly a whole of the suggested
motivating variables have more than ‘somewhat true’ in inciting women to participate
in fitness exercise. The top five motivating items have been generated: ‘improve
overall health’, ‘lose weight’, ‘over come health problem’, ‘enhance physical
attractiveness’ and ‘relieve human emotion’. The results conform to the main
integrated motivations in UK, emerged in physical and psychological well-being that
examined intrinsic motivation by Ashford et al. (1993).
Table 4.3 Motivation items
No. Motivating items Mean Ranking
1 Spend time with friends 3.13 7
2 Enhance bond of friendship 2.72 9
3 Seek physical relaxation 3.56 6
4 Skills development 3.09 8
5 Lose weight 3.93 2
6 Enhance physical attractiveness 3.61 4
7 Over come health problem 3.91 3
8 Relieve human emotion 3.61 4
9 Improve overall health 4.17 1
To identify such results of motivating factors, Table 4.4 lists a tabulation of
integrated intrinsic motivation divided into ‘physical well-being’ and ‘psychological
well-being’. Refer to the top five motivating items, 4 motivating items are classified to
physical well-being and the surplus one item belong to psychological well-being.
Subsequently, ‘improve overall health’ scored the highest mean (4.17).
According to Jarvis (2006), the term of health is the one reason for fitness and sport
participation which fall into the second lower level of Maslow’s hierarchy of need
theory (1954) – safety needs. This reflects most respondents want to seek out their
safety needs and become the most important of the motivating factors.
The ‘lose weight’ (3.93) and ‘enhance physical attractiveness’ (3.61) are got
the second and the fourth important factor. A findings of a survey from the
International Health Racquet and Sportsclub Association and American Sports Data,
Inc., indicated by Grantham et al. (1998), ‘improving appearance’ is the one of the
reason for adopting a fitness program. A count tabulation of such motivating factors
is calculated in Table 4.5. The term of ‘lose weight’ got 109 out of 97 respondents
(89%) and ‘enhance physical attractiveness’ got 93 respondents (85.3%), over 80%
of both respondents who meted out 3 score or above. Grantham et al. (1998) further
reported that nearly half of customers surveyed listed factors relating to improving
appearance. In fact, the results reflect more Hong Kong participants focus on their
physical appearance versus American.
The third motivating factor is ‘over come health problem’ (3.91) encompass
diseases: obesity, arthritis, cardiovascular, diabetes and osteoarthritis. This reflects
Hong Kong women have concerns about the relationship between chronic disease
and physical activity and similar to the trend evidenced by Kettles et al. (2006) who
indicate physical activity can reduce risk and prevent developing chronic disease as
many of women may already have such diseases.
‘Relieve human emotion’ is the fourth important factor (3.61) as two identical
mean occurred and the only one factor of psychological well-being in motivating
items. For the theory of human motivation, satisfaction of the basic psychological
needs (Wilson, Rodgers, Blanchard and Gessell, 2003; Wilson, Rodgers and Fraser,
2002) is an exercise setting support for self-determination theory. Human emotions in
women commonly include stress, anxiety, and depression. The results may point to
the fact that some Hong Kong women are motivated by depressed feelings and
psychological disorders through participate in even low levels of activity (Kull 2003).
Table 4.4 Integrated intrinsic motivation tabulation
Motivating items Mean Ranking
Physical well-being
Improve overall health 4.17 1
Lose weight 3.93 2
Over come health problem 3.91 3
Enhance physical attractiveness 3.61 4
Psychological well-being
Relieve human emotion 3.61 4
Table 4.5 Count of 'lose weight' and 'enhance physical attractiveness' tabulation
Motivating items
RankingCount Percentage
(3 socre or above) (of total respondents)
Lose weight 2 97 89.0
Enhance physical attractiveness 4 93 85.3
Total respondents count = 109
4.4 Perception Factor Analysis Results
Average calculus emerged in the 19 perception items that have been divided
into four categories, including physical evidence, personnel, program and promotion.
Out of 12 items involved in physical evidence, personnel and program factor, the
surplus of other 1 item are in promotion factor. Based on the average calculus, Table
4.6 exhibit the mean scores for 13 perception items are above 3.0 on a five-point
Likert scale. This indicated that more than half of the suggested perceptions
variables have more than ‘important’ in Hong Kong women perception in fitness
centre. The top five perception items are in the following order: ‘neatness and
cleanliness of facilities’, ‘politeness of general employees’, ‘type of facilities diversity’,
‘free trial’ and ‘type of programs diversity’. The results were similar with several
analyses by Kew (2000) and Wann (1997) who pointed out such factors are the large
impact in shaping the perceptions of women.
Before employing factor analysis, average calculus was continually conducted
to measure its suitability and name with grand mean. The results of four factors
categories variables analysis is also depicted in Table 4.7. Grand mean of three
factors were higher than 3, the surplus of factor is promotion that got only 2.59
scores. This indicates that there was significant mean different among all four
categories. These results are valuable in understanding consumer views on
sedentary and active lifestyles (Christine Brooks, 1994).
Of the four factors identified, ‘physical evidence’ scored the highest grand
mean (3.68) and is the most important factor of perception of respondents. This
factor includes the items ‘type of facilities diversity’, ‘neatness and cleanliness of
facilities’, ‘music’, ‘atmosphere’ and ‘feel welcome to all ages’. The importance of
these factors corresponds with the findings of women perception that is the
requirements accessing in fitness centre should be highly concerned and for
encourage women participate in fitness centre (Kew, 2000).
The ‘program’ factor got the second highest grand mean (3.58). The analysis
results indicate that there was no statistically significant mean difference between the
highest and second highest grand mean of perception factor. ‘Program’ factor is
comprised of the items ‘type of programs diversity’, ‘group exercises provide
available’ and ‘geared to a variety of fitness level’. According a study conducted by
Brooks (1994), programs are the one of main element that become impression or
desires in fitness centre. In fact, the results reflect that most respondents also believe
programs and group exercise programs (Coffman, 2007) are the important factor and
concern to their participant in fitness centre.
The third important factor is ‘personnel’ (3.48). This factor contains the items
‘personnel qualifications’, ‘politeness of general employees’, ‘number of female
coach’ and ‘understanding of constraints on women’s participation’. Based on grand
mean, there was no significant difference among such three perception factors.
These items also is a highly concerned factor to encourage women participate in
fitness centre (Kew, 2000), therefore, the results reflect most respondents deemed
that personnel factors are the important element to affect their perception in fitness
centre in Hong Kong.
The factor ‘promotion’ consists of the items ‘TV advertising’, ‘radio
advertisement’, ‘billboard’, ‘leaflet’, ‘poster’, ‘a real live person making a promotion’
and ‘free trial’. This is the only one factor which has a significant different mean
among all four categories variables that got only 2.59 scores. This finding may point
out to the fact that some Hong Kong women have less interest to read further to find
out more about the promotion, thus, most promotion items got lower important
degree than other three categories variables. The results outline that there was
difference between such outcome and study by Coffman (2007). Subsequently, the
finding of Wann (1997) believed that ‘real live person making a promotion’ and ‘free
trial’ enable to make people easy entry into a program. This finding become another
significant difference that Hong Kong women is more concern in free trial (3.66) than
make promotion by real live person (2.32), as such items have remarkable difference
in mean gap (Table 4.7).
Table 4.6 Perception Factors
No. Factors Mean Ranking Grand Mean Ranking
Physical evidence 3.68 1
1 Type of facilities diversity 3.83 3
2 Neatness and cleanliness of facilities 4.31 1
3 Music 3.35
4 Atmosphere 3.51
5 Feel welcome to all ages 3.40
Personnel 3.48 3
6 Personnel qualifications 3.58
7 Politeness of general employees 3.85 2
8 Number of female coach 3.14
9 Understanding of constraints on women's participation 3.35
Programs 3.58 2
10 Type of programs diversity 3.62 5
11 Group exercises provide available 3.61
12 Geared to a variety of fitness level 3.52
Promotion 2.59 4
13 TV advertising 2.50
14 Radio advertisement 2.36
15 Billboard 2.47
16 Leaflet 2.37
No. Factors Mean Ranking Grand Mean Ranking
17 Poster 2.46
18 A real live person making a promotion 2.32
19 Free trial 3.66 4
Table 4.7 Mean gap between ‘free trial’ and ‘a real live person making a promotion’
Promotion items Mean
Free trial 3.66
A real live person making a promotion 2.32
Gap (by subtraction) 1.34
Chapter 5 – Conclusion
5.1 Recommendations
The major objectives in this study were to examine the underlying reasons for
Hong Kong women motivation to visit fitness centres. Their perception of fitness
centres that affecting women participation rate and their socio-demographic
characteristics were analysed. An instrument to measure women motivation and
perception in fitness industry was developed through analysis by qualitative approach.
Motivation factor analysis results in the study show that ‘improve overall health’, ‘lose
weight’, ‘over come health problem’, ‘enhance physical attractiveness’ and ‘relieve
human emotion’ are the most important underlying motivation factor for Hong Kong
women. The results are similar to several main integrated motivations in UK (Ashford
et al., 1993). Perception factor analysis results of perception show that ‘neatness and
cleanliness of facilities’, ‘politeness of general employees’, ‘type of facilities diversity’,
‘free trial’ and ‘type of programs diversity’ are the most important women perception
in fitness centre. By views of fitness centre, relative to other country, the results show
that there were similar factors which largely impact perceptions of women in Hong
Kong and UK (Kew, 2000, Wann, 1997). This combination of motivation and
perception factors reflects the unique underlying reasons and views of Hong Kong
women who participate in fitness centre.
Based on the trend of fitness industry, the demand for fitness centre is
anticipated to grow rapidly due to influence from international fitness chains (Shum
and Ng, 2004), the opportunities of competitive enhancement to fitness centres are
many and varied. The strong potential for fitness industry from more female people
enters into commercial fitness clubs with the popularity of sports and physical
activities in their everyday life (Chen and Li, 2005). Based on the findings, the results
of this study are presented in this chapter. The following recommendations and
managerial implications are drawn that proposed for profitable fitness centre’s long-
term competitiveness and sustainability.
Marketing strategy is a process that can allow an organization to concentrate
its limited resources on the greatest opportunities and to increase sales as well as
achieve a sustainable competitive advantage. Many promotion tools can increase
exercise behaviour. This strategy may be impairing motivation and adherence by
creating perceived psychological pressure, emphasizing the need to body build and
health fears that are related to desirable form of fitness motivation (Kilpatrick et al.,
2005). Therefore, the personality relates to fitness motivations (Huang, 2006),
marketing managers in fitness centre can use this information to tailor their promotion
and marketing efforts. The findings of this study reveal that promotion tool in free trial
got the fourth highest scores (3.66) in perception factors. Based on this result,
marketing managers should take more effort that provides more opportunities for free
trial to people, thus, participation in fitness centre will be increased.
According to the findings of this study, the results show that surplus tools of
promotion factors (TV advertising, radio advertising, billboard, leaflet, poster and real
live person promotion) are less important in women perception. It is suggested that
marketing managers should be more concern and make improvement in such tools,
enable to increase company’s attractiveness.
Similarly, marketing managers should also design specific promotion
strategies to fit participants with different kinds of fitness motivation. It is suggested
that people with different fitness motivation could behave differently. Thus, the
motivation factors can be used as the clustering variables and marketers should be
aware of the differences among clusters and provide adequate promotion strategies
to fit their specific need.
On the other hand, the findings of this study result show that most motivating
items in physical well-being containing in top five highest scores. Ashford et al. (1993)
found that physical and psychological well-being is the main intrinsic motivation to
participate in fitness centre. It reflects people who want to get physical and
psychological benefits through participant exercise in fitness centre. Thus, to
convince more people to attend fitness centres, marketing managers need to
emphasize these benefits in more comprehensive way, by stressing the detailed data
of physical and psychological benefits obtained from exercise participation. They
should design very unique promotion programs adopting the appeal of these benefits
for consumers and addressing their needs to increase participation in fitness centres
(Song et al., 2004).
The results show that women have more concern about their human emotion.
Regular activity is the ideal way to cope with stress because it is effective than drugs
(Sharkey and Gaskill, 2007). Resistance training or aerobic exercise has significantly
reduced state anxiety. It is suggested that marketing managers should take more
effective promotion strategies to meet current public psychological recommendations.
Based on the findings, the physical evidence that got the highest scores (3.68)
in perception factors and adult’s views in desires elements on health fitness facilities
by a section of Dr. Brooks’ study, facilities quality and entire atmosphere are the
important factors affecting women participate in fitness centres. It is suggested that
operators should provide more high quality facilities to consumers, neatness and
cleanliness are most important factor as this perception item got the first highest
scores from the result in this study.
In other words, understanding consumer’s view in joining a fitness centre is a
crucial element in determining the design of a facility, program offerings and staffing
options. This means establishing the likes and dislikes associated with the fitness
business through the eyes of the consumer including physical evidence and
personnel in fitness centre. It is suggested that operators and fitness professionals
need to address what consumers view as key elements for a successful fitness
centre to enhance competitive. Two following steps are addressing that
understanding what the consumers need. The first step is toward achieving
consumer’s confidence. The second step is to constantly evaluate existing facilities
with those elements in consumer mind. Operators also should adopt new policies or
procedures, expand facilities or upgrade equipment to ensure that they are meeting
consumers’ need when necessary (Grantham et al., 1998). As frontline staffs
(instructors and coaches) enable to communicate directly with consumers, thus,
mangers can more understanding what consumer needs and views as well as make
improvement through their interaction. It can result as competition will be increase.
Findings reveal that young women constituted 93.6% of all respondents,
including aged group 18-24 years (66.1%), 25-29 years (15.6%), and 30-34 years
(11.9%). These results indicate that there is a significant portion of young women,
thus, marketing managers should pay more attention of this trend. They are able to
design different services and products or make improvement to capture special need
of these segments. It is suggested that managers can communicate to consumer
with questionnaires or via interaction from frontline staff in fitness centre.
Finally, results show that respondents with different socio-demographic
variables, relationship between occupation level and monthly income level were
analyzed, including respondents with lower monthly personal income (below
HK$10,000) and belonged to full-time student. As a result, managers may explore
ways to economic capacity and participant of this segment. It is suggested that
managers should fitness packages in lower price and more discount to tailor-make
this trend in fitness industry.
5.2 Research Limitations
Although the results of this study may contribute to many literatures and lead
to further validation, several suggestions could be made for fitness business
practitioners.
The ability to generalize the current findings is limited by the sample of
exercise in fitness centre. It is unknown to what extent these findings represent
women who exercise in non-profit fitness centres.
This study adopted a survey methodology using motivation and perception in
fitness centres. The study gathered 130 questionnaires from internet channel. The
sample size may be too small to represent the influences on fitness centres in Hong
Kong.
For the timeline, the self-administered questionnaires were distributed at
March from internet. The time line may be too short that will be affecting the study
result.
To pursuer comprehensiveness, this study integrates many research
constructs into this study. It seems that the hypotheses of this study might be the
starting point for future research into a similar topic.
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QUESTIONNAIRE
Thank you for spending time in answering this questionnaire. I am a student of the Leisure Events
Management from Sheffield Hallam University. This questionnaire was designed to analyse the motivation
and characteristics of women participation in fitness centre in Hong Kong. You do not need to put your name
on the questionnaire as all data will be treated strictly confidential and destroyed after the analysis.
Please answer all questions.
PART 1 – SCREENING QUESTIONS
Please TICK and answer where appropriate.
1. Have you ever visited fitness centre before?
□ YES – Go to PART 2 □ NO – End of Questionnaire
PART 2 – MOTIVATION FACTORS
Which factors can encourage you to participate in fitness centre? Please indicate how true each of the
following reasons is in making your decision, by circling the respective number from 1 to 5.
1=Never True 2=Seldom True 3=Somewhat True 4=Often True
5=Always True
Never Seldom Somewhat Often Always
True True True True True
1. Spend time with friends 1 2 3 4 5
2. Enhance bond of friendship 1 2 3 4 5
3. Seek physical relaxation 1 2 3 4 5
4. Skills development 1 2 3 4 5
5. Lose weight 1 2 3 4 5
6. Enhance physical attractiveness 1 2 3 4 5
7. Over come health problem (e.g. obesity, arthritis, cardiovascular, diabetes)
1 2 3 4 5
8. Relieve human emotion (e.g. stress, anxiety, depression)
1 2 3 4 5
9. Improve overall health 1 2 3 4 5
PART 3 – PERCEPTION FACTORS
This addresses the perspective which will affect you to visit a fitness centre, please indicate and CIRCLE
how important each of the following reasons is in making your decision, from 1 to 5.
1=Not at all important 2= Somewhat important 3=Important 4=Quiet important 5=Very important
Not at all
Important
Somewhat
Important
Important Quiet
Important
Very
Important
Physical evidence
1. Type of facilities diversity 1 2 3 4 5
2. Neatness and cleanliness of facilities 1 2 3 4 5
3. Music 1 2 3 4 5
4. Atmosphere 1 2 3 4 5
5. Feel welcome to all ages 1 2 3 4 5
Personnel
6. Personnel qualifications (e.g. coach, trainer)
1 2 3 4 5
7. Politeness of general employees (e.g. receptionist, cleaner)
1 2 3 4 5
8. Number of female coach 1 2 3 4 5
9. Understanding of constraints on women’s participation
1 2 3 4 5
Programs
10. Type of programs diversity 1 2 3 4 5
11. Group exercises provide available (e.g. group cycling, step, aerobic dance, kickboxing, yoga, Pilates)
1 2 3 4 5
12. Geared to a variety of fitness level 1 2 3 4 5
Promotion
13. TV advertising 1 2 3 4 5
14. Radio advertisement 1 2 3 4 5
15. Billboard 1 2 3 4 5
16. Leaflet 1 2 3 4 5
17. Poster 1 2 3 4 5
18. A real live person making a promotion 1 2 3 4 5
19. Free trial 1 2 3 4 5
PART 4 – DEMOGRPHIC CHARACTERTICS
Please TICK and answer where appropriate.
1. Age
□18-24 □25-29 □30-34 □35-39
□40-44 □45-49 □50 or above
2. Education level
□Secondary school □Associate degree □Diploma or Higher diploma
□Bachelor’s degree □Master’s degree or above
3. Marital status
□Single □Married without children □Married with children
□Divorced □Widowed
4. Personal income per month
□Below or HK$10,000 □HK$10,001-20,000 □HK$20,001-30,000
□HK$30,001-40,000 □HK$40,001-50,000 □HK$50,001 or above
5. Occupation level
□Senior managerial □Junior managerial □Administrative or clerical
□Technical worker □Self-employed □Housewife
□Full-time student □Unemployed □Retired
The End of Questionnaire
Thank You for Your Cooperation
