Health in the Function of Fitness Promotion in Serbia
Zdravlje u funkciji promocije fitnesa u Srbiji
Abstract
Physical exercise is crucial for maintaining good health and well-being. Scientific research on the impact of physical exercise on health is fundamental for advancing our understanding of the subject, informing public health policies, promoting evidence-based medical practices, and ultimately improving the health and well-being of individuals and communities. The basic goal of this research is to determine the relevance of the term health as a carrier of a promotional message on the fitness market in the Republic of Serbia. The paper used descriptive statistics to describe the sample, T test of independent samples, one-factor analysis of variance (ANOVA) and Pearson‘s correlation analysis to examine the relationship between variables. The research results showed that the primary focus of the promotional message should still be health. Apart from this, the research found that a significant number of fitness centers use Instagram as the primary social network, and that there is great promotional potential in the relationships that develop between employees and service users.
Apstrakt
Fizička aktivnost je ključna za održavanje dobrog zdravlja i blagostanja. Naučna istraživanja o uticaju fizičke aktivnosti na zdravlje su osnovna za unapređenje našeg razumevanja ove teme, informisanje javnih zdravstvenih politika, promovisanje medicinskih praksi zasnovanih na dokazima, i konačno poboljšanje zdravlja i blagostanja pojedinaca i zajednica. Osnovni cilj ovog istraživanja je da se utvrdi relevantnost pojma zdravlje kao nosioca promotivne poruke na fitnes tržištu u Republici Srbiji. U radu je korišćena deskriptivna statistika za opisivanje uzorka, T test nezavisnih uzoraka, jednofaktorska analiza varijanse (ANOVA) i Pirsonova korelaciona analiza da bi se ispitao odnos između varijabli. Rezultati istraživanja su pokazali da primarni fokus promotivne poruke ipak treba da bude zdravlje. Osim toga, istraživanje je pokazalo da značajan broj fitnes centara koristi Instagram kao primarnu društvenu mrežu, te da postoji veliki promotivni potencijal u odnosima koji se razvijaju između zaposlenih i korisnika usluga.
References
- Adami, M. R. (2002). Aqua fitness: the low-impact total body fitness workout. Dorling Kindersley Limited-Dk Pub, UK.
- Avourdiadou, S., Theodorakis, N. D. (2014). The development of loyalty among novice and experienced customers of sport and fitness centres. Sport Manag. Rev., 17(4), 419–431. doi: 10.1016/j.smr.2014.02.001
- Andreasson, J., Johansson, T. (2013). Female fitness in the blogosphere: gender, health, and the body. SAGE Open, 3(3), 1–10. doi:10.1177/2158244013497728
- Boričić, K., Simić, S., Vasiljević, N. & Marinković, J. (2014). Risk Factors Associated with Overweight among Adolescents in Serbia/ Dejavniki Tveganja, Povezani S Prekomerno Telesno Težo Pri Mladostnikih V Srbiji. Slovenian Journal of Public Health, vol.53, no.4, 283-293. https://sciendo.com/es/article/10.2478/sjph-2014-0031
- Boles, A., Kandimalla, R., Reddy, P.H. (2017). Dynamics of diabetes and obesity: Epidemiological perspective. Biochim Biophys Acta Mol Basis Dis., 1863(5):1026-1036. doi: 10.1016/j.bbadis.2017.01.016.
- Colcombe, S., Erickson, K., Raz, N., Webb, A., Cohen, N., McAuley, E. & Kramer. A. (2003). Aerobic Fitness Reduces Brain Tissue Loss in Aging Humans. The Journals of Gerontology: Series A, 58 (2), 176–180. https://doi.org/10.1093/gerona/58.2.M176
- Conrad, P. (1988). Health and fitness at work: A participants‘ perspective. Social Science & Medicine, 26 (5), 545-550. https://doi.org/10.1016/0277-9536(88)90387-5
- Colcombe, S., Erickson, K., Scalf, P., Kim, J., Prakash, R., McAuley, E., Elavsky, S., Marquez, D., Hu, L. & Kramer, A. (2006). Aerobic Exercise Training Increases Brain Volume in Aging Humans. The Journals of Gerontology: Series A, 61(11), 1166– 1170, https://doi.org/10.1093/gerona/61.11.1166
- Dašić, D., Ratković, M. & Pavlović, M. (2021). Commercial aspects of personal branding of athletes on social networks. Marketing, Vol 52, no. 2, 118-132. DOI: 10.5937/mkng2102118D
- Dašić, D., Jeličić, G. (2016). Marketing of personality and/or sportsmen personal branding. Sports, media and business, 2(2), 51–57. Available online: http://www.smb.edu.rs/index.php/smb/article/view/90 (accessed on 16 February 2023).
- Đukanović, N., Ražnatović, А. & Jovanović, I. (2010). Diabetes mellitus and physical activity. Montenegrin Sports Academy. Sport Mont, 21 (22), 230-234. Available online: http://www.sportmont.ucg.ac.me/clanci/SportMont_Mart_2010_Djukanovic_230-234.pdf (accessed on 4 February 2023).
- Edwards, P.A. (1996). Health promotion through fitness for adolescents and young adults following spinal cord injury. SCI Nursing, 13(3), 69-73. PMID: 8900668.
- Farrell, A., Fink, J. S. & Fields, S. (2011). Women's sport spectatorship: an exploration of men's influence. J. Sport Manag., 25(3), 190–201. doi: 10.1123/jsm.25.3.190
- Grand View Research. Cosmetics Market Size, Share & Trends Analysis Report By Product (Skin Care, Hair Care, Makeup, Fragrance), By End-user (Men, Women), By Distribution Channel, By Region, And Segment Forecasts, 2023 – 2030. Market Analysis Report ID: GVR-4-68039-924-6. Available online: https://www.grandviewresearch.com/industryanalysis/cosmetics-market (accessed on 12 February 2023).
- Grand View Research. Aesthetic Medicine Market Size, Share & Trends Analysis Report By Procedure Type (Invasive Procedures, Non-invasive Procedures), By Region (North America, Europe, APAC, LATAM, MEA), And Segment Forecasts, 2022 – 2030. Market Analysis Report Report ID: 978-1-68038-733-9. Available online: https://www.grandviewresearch.com/industry-analysis/medical-aesthetics-market (accessed on 12 February 2023).
- Grand View Research. Virtual Fitness Market Size, Share & Trends Analysis Report By Streaming Type (Live, On-demand), By Session Type (Group, Solo), By Device Type, By Region, And Segment Forecasts, 2023 – 2030. Marketi Analisys Report ID: GVR-4-68040-032-6. Available online: https://www.grandviewresearch.com/industry-analysis/virtualfitness-market-report (accessed on 12 February 2023).
- Grand View Research. Fitness Tracker Market Size, Share & Trends Analysis Report By Type (Smartwatches, Smart Bands), By Application (Glucose Monitoring, Sports), By Distribution Channel (Online, Offline), And Segment Forecasts, 2021 – 2028. Market Analysis Report ID: GVR-4-68038-291-4. Available online: https://www.grandviewresearch.com/industry-analysis/fitnesstracker-market (accessed on 12 February 2023).
- Gómez Chávez, L., Pelayo Zavalza, A., Aguirre Rodríguez, L. (2021). National Survey of Fitness Trends in Mexico for 2020. Challenges, 39, 30-37. https://doi.org/10.47197/retos.v0i39.78113
- Guthold, R., Stevens, G.A., Riley L.M., Bull FC. (2018). Worldwide trends in insufficient physical activity from 2001 to 2016: a pooled analysis of 358 population-based surveys with 1·9 million participants. Lancet Glob Health., 6(10):e1077-e1086. doi: 10.1016/S2214-109X(18)30357-7.
- Haro-González, M., Pérez-Ordás, R., Grao-Cruces, A., Nuviala, R. & Nuviala, A. (2018). Female users of unisex fitness centres and of fitness centres exclusive for women: satisfaction. Int. J. Sports Mark. Spons., 19(4), 384–395. doi:10.1108/IJSMS-08-2016-0044
- Huber, M., Knottnerus, J.A., Green, L., van der Horst, H., Jadad, A.R., Kromhout, D., Leonard, B., Lorig, K., Loureiro, M.I., van der Meer, J.W., Schnabel, P., Smith, R., van Weel, C. & Smid, H. (2011). How should we define health? BMJ., 26;343:d4163. doi: 10.1136/bmj.d4163.
- Federation, I. D. A (2010). Call to action on diabetes. Available online: http://www.idf.org/webdata/Callto-action-on- diabetes.pdf> (accessed on 4 February 2023).
- Kercher, V.M., Kercher, K., Bennion, T., Yates, B.A., Feito, Y., Alexander, C. & et al. (2021). Fitness trends from around the globe. ACSM's Health & Fitness Journal, 25 (1), 20–31. https://dx.doi.org/10.1249/FIT.0000000000000639
- Kačavenda-Radić, N. M. (1986). Leisure time and education; Institute for Textbooks and Teaching Aids; Belgrade: Serbia.
- Kalinová, E., Kovaříková, H. (2023). Using social networks in business. SHS Web Conf. 2023, 160 01013 DOI: https://doi.org/10.1051/shsconf/202316001013
- Khan, D. M. T. (2014). The Concept of ‘Marketing Mix’ and its Elements. International Journal of Information, Business and Management, 6(2), 95–107.
- Leonardi, F. (2018). The Definition of Health: Towards New Perspectives. International Journal of Health Services, 48 (4), 735-748. doi:10.1177/0020731418782653
- Law, C. C. H., Zhang, Y. & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers’ perspective. Case Studies on Transport Policy, Vol. 10, Issue 2, 741-750. https://doi.org/10.1016/j.cstp.2022.02.002
- Mendis, S., Davis, S. & Norrving B. (2015). Organizational update: the world health organization global status report on noncommunicable diseases 2014; one more landmark step in the combat against stroke and vascular disease. Stroke., 46(5):e121-2. doi: 10.1161/STROKEAHA.115.008097.
- NCD Risk Factor Collaboration (NCD-RisC) (2017). Worldwide trends in body-mass index, underweight, overweight, and obesity from 1975 to 2016: a pooled analysis of 2416 population-based measurement studies in 128·9 million children, adolescents, and adults. Lancet, 390 (10113): 2627–2642. https://doi.org/10.1016/S0140-6736(17)32129-3
- Oja, P. (1995). Descriptive epidemiology of health-related physical activity and fitness. Research Quarterly for Exercise and Sport, 66 (4), 303-312.
- Organization, W. H. (2014) Global status report on noncommunicable diseases 2014. 2014 (9241564857). Available online: https://apps.who.int/iris/handle/10665/148114 (accessed on 5 February 2023).
- Organisation, W. H. The world health report 2006: working together for health (9241563176). 2006, Available online: https://apps.who.int/iris/handle/10665/43432 (accessed on 14 February 2023).
- Patrick, Z., Hasbullah, N. N., Jubilee, R. V. W., Saw, A. T. W. & Patrick, N. (2022). Marketing Mix and Customer Satisfaction of Gyms and Fitness Clubs in Malaysia: A Conceptual Paper. International Journal of Academic Research in Business and Social Sciences, 12(11), 2587–2597. DOI: 10.6007/IJARBSS/v12-i11/14960
- Pitetti, K., Baynard, T. & Agiovlasitis, S. (2013). Children and adolescents with Down syndrome, physical fitness and physical activity. Journal of Sport and Health Science, 2(1), 47-57. https://doi.org/10.1016/j.jshs.2012.10.004
- Piletić, M., Čabarkapa, P. M. (2010). Differences in personality traits and motivation for recreational practice of yoga & fitness in women. In: Yoga in Science – future and perspectives, Proceedings of the International Interdisciplinary Scientific Conference, September 23-24, Nikić, P. (ed.) Belgrade, Yoga Federation of Serbia: Yoga – the Light of Microuniverse 56-72.
- Pavletić Peršić, M., Vuksanović-Mikuličić, S. & Rački, S. (2010). Arterial hypertension. Medicina Fluminensis: Medicina Fluminensis, 46(4), 376-389.
- Panasenko Viktorovna, S., Nikishin Fedorovich, A., Mayorova Aleksandrovna, E., Aleksandrovna, O. & Murtuzalieva Velimagomedovna, T. (2018). Innovative Approach to Fitness Industry Development., 39 (41), Available online: chromeextension://efaidnbmnnnibpcajpcglclefindmkaj/ https://www.revistaespacios.com/a18v39n41/a18v39n41p11.pdf (accessed 6 February 2023)
- Perić, D. (2018). Health fitness, truth or marketing? Sports Sciences and Health, 8(1), 52-62. DOI: https://doi.org/10.7251/SSH1801052P
- Rowea, K., Shilbury, D., Ferkins, L. & Hinckson, E. (2013). Sport development and physical activity promotion:An integrated model to enhance collaboration and understanding. Sport Management Review , 16, (3) 364–377. DOI: 10.1016/j.smr.2012.12.003
- Ratković, M. (2009). Internal marketing in the function of increasing customer satisfaction. Marketing, 40(4), 269-275
- Ratković, M., Grubić, G. & Tasić, S. (2012). Evolution of marketing : from product up to employment. International journal of economics and law : scientific magazine reflecting trends in law, economics and management, 2(5), 72-78.
- Renko, S., Grgić, I. (2012). The importance of store windows in creating store identity and store attractiveness. Marketing, 43(4), 270-278.
- Shehu, R.A., Onasanya, S.A., Onigbinde, T.A., Ogunsakin, E.A. & Baba, D.A. (2013). Lifestyle, Fitness and Health Promotion Initiative of the University of Ilorin, Nigeria: an Educational Media Intervention. Ethiopian Journal of Environmental Studies and Management, Vol. 6 No.3, 273-279. DOI: 10.4314/ejesm.v6i3.7
- Somphong, S. (2020). Marketing factors affecting the use of a fitness centre in Bangkok: A case study of the PAC sports centre. African Journal of Hospitality, Tourism and Leisure, Volume 9(2), 44. Available online: chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/ https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_44_vol_9_2__2020_thailand.pdf (accessed on 5 January 2023).
- Sharkey, B., Gaskill, S. (2013). Fitness and Health; Human Kinetics: New York, Chicago, and Washington.
- Šabic, E. (2018). Physical activities in the lifestyles of middle-aged people in the Republika Srpska. Doctoral dissertation, Faculty of Sport and Tourism Novi Sad, Sremska Kamenica. Available online: https://educons.edu.rs/wp-content/uploads/2018/12/Disertacija-Ernest-%C5%A0abi%C4%87.pdf (accessed 8 February 2023).
- Sobari, N., Kurniati, A. & Usman, H. (2022). The influence of Islamic attributes and religious commitments toward halal wellness services customer satisfaction and loyalty. Journal of Islamic Marketing, 13(1), 177–197. https://doi.org/10.1108/JIMA-11-2018-0221
- Sokolović-Mladenović, S., Čuzović, S. (2015). Retail service quality as a base in purchasing decision. Marketing, 46(1), 26-35.
- Statista. (2023). Estimated social media marketing expenditure in Serbia from 2017 to 2021. Available online: https://www.statista.com/statistics/1270818/serbia-social-media-ad-spend/ (accessed on 6 February 2023).
- Statista. (2023). Worldwide social media advertising spending from 2021 to 2028. Available online: https://www.statista.com/statistics/271406/advertising-revenue-of-social-networks-worldwide/ (accessed on 6 February 2023).
- Tsitskari, E., Batrakoulis, A. (2022). Investigating the marketing strategies of the health and fitness sector in Greece; the managers’ perspective. Retos, 43, 264–273. https://doi.org/10.47197/retos.v43i0.88880
- Tsai, T.H, Wong, AM-K, Hsu, C-L & Tseng, KC. (2013). Research on a Community-based Platform for Promoting Health and Physical Fitness in the Elderly Community. PLoS ONE, 8 (2), e57452. https://doi.org/10.1371/journal.pone.0057452
- Thompson, W. (2022). Worldwide Survey of Fitness Trends for 2022. ACSM's Health & Fitness Journal, 26 (1), 11-20, 1/2 2022. DOI: 10.1249/FIT.0000000000000732
- Tharrett, S., Peterson, J. (2008). Fitness Management: A Comprehensive Resource for Developing, Leading, Managing, and Operating a Successful Health/fitness Club. Healthy Learning: Monterey, CA, United States.
- Tsitskari, E., Tsakiraki, A. (2013). Does satisfaction affect a member's psychological commitment to a fitness centre? Journal of Physical Education and Sport, 13 (4):522-527. DOI: 10.7752/jpes.2013.04082
- Tsitskari, E., Antoniadis, C.H. & Costa, G. (2014). Investigating the relationship among service quality, customer satisfaction & psychological commitment in Cyprian fitness centres. Journal of Physical Education and Sport, 14(4):514-520. DOI: 10.7752/jpes.2014.04079
- Veiga, O., Valcarce-Torrente, M. & de la Cámara, M. (2020). National Survey of Fitness Trends in Spain for 2021. Challenges, 39 (2021), 780-789. https://doi.org/10.47197/retos.v1i40.83008
- Vincan, J. (2023). The number of gyms is growing, but there are still not enough trainers and exercisers in Serbia. Available online: https://biznis.rs/vesti/srbija/broj-teretana-raste-ali-u-srbiji-jos-nema-dovoljnotrenera-i-vezbaca/ (accessed on 10 March 2023).
- Vesić, M., Vukša, A., Dimitrijević, D. & Perišić, S. (2020). Selected Health Indicators for 2019; Institute for Public Health of Serbia: Belgrade, Serbia.
- Wang, F. J., Chiu, W. (2022). Service encounter and repurchase intention in fitness centres: perceived value as a mediator and service innovativeness as a moderator. Int. J. Sports Mark. Sponsorship, 24 (1), 145-167. doi: 10.1108/IJSMS-03-2022-0055
- Xiong, H., Bairner, A. & Tang, Z. (2020). Embracing city life: physical activities and the social integration of the new generation of female migrant workers in urban China. Leis. Stud., 39(6), 782–796. doi:10.1080/02614367.2020.1800802
