Abstract

The aim of this research is to study the demographic factors of Katuck Fitness's customers and their fitness center management needs during the COVID-19 pandemic. Furthermore, this study investigates motivational factors that correlate with their fitness management needs during this period, using a questionnaire survey of 100 samples. Descriptive statistics used in the analysis include percentages, frequencies, means, and standard deviations, while inferential statistics used are the t-test, F-test, and Pearson correlation coefficient. The results indicate that: 1) The majority of the sample group are single, have a bachelor's degree, are self-employed, have an income ranging from 15,001 to 30,001 THB, use the service 1-2 times per week for 1 hour per session, and primarily engage in cardio exercises. The main reason for using the service is to achieve robust physical health and utilize the fitness facility for exercising. 2) Concerning the motivation factors of Katuck Fitness's customers, the sample group has a high overall motivation level. 3) Regarding the fitness management needs during the COVID-19 outbreak, the sample group displayed a very high overall level of needs. Upon closer examination by category, the highest average was for marketing mix factors, followed by health and safety, and then venue and equipment. 4) Motivational factors have a relationship with the fitness management needs during the COVID-19 pandemic. Specifically, those with external motivations are positively correlated with the fitness management needs in terms of venue, equipment, and pricing. Hence, fitness business operators and staff can use this data to strategically plan to cater to their customers' needs in the context of the COVID-19 pandemic more appropriately.