Abstract
Understanding the motivation and satisfaction of yoga consumers is of critical importance for both leisure service providers and leisure researchers to enhance the sustainability of personal lives in terms of physical wellness and mental happiness. For this purpose, this study investigated 25,120 pairs of online ratings and reviews from 100 yoga centres in Shanghai, China using latent Dirichlet allocation (LDA)-based text mining, and successfully established the relationship between rating and review. Findings suggest that Chinese yogis are motivated by improving physical condition, improving psychological condition, gracing appearance, establishing social connection, and creating social isolation. In addition to teaching mainstream yoga, yoga centres also provide additional courses. From a consumer perspective, yogis are relatively satisfied with teachers, courses, and the environment, but complain about the supporting staff, membership price, and reservation service. Managerially, yoga centres are encouraged to continue attending to the motivations of yogis, specialising their guidance, and fostering strengths and circumventing weaknesses in their service. This study also contributes by verifying, elaborating on, and tentatively extending the framework of the Physical Activity and Leisure Motivation Scale (PALMS).
Highlights
Yoga was long studied primarily as a medical therapy that treats physical pain [1,2] and illness [3,4], as well as mental anxiety [5,6] and depression [7,8], enhancing the sustainability of personal lives in terms of both physical wellness and mental happiness
Based on the above research gap which calls for clearer elucidation of yoga consumers’ motivation and satisfaction in China’s leisure market, as well as the availability of online user-generated content (UGC) that may carry potential answers, this study aims at uncovering why Chinese yoga consumers come to yoga centres and whether they enjoy the leisure time there, by means of analysing the online content they generate on the internet
Chinese yogis’ motivation using UGC analysis, and, on the other hand, interpret the findings with rCehfeinreenseceytoogPisA’ LmMotSi.vation using UGC analysis, and, on the other hand, interpret the findings with refereRnQce2:tHo oPwALisMySo.ga service executed in China? yoga service flourished in China, the fRaQct2:tHhaotwyiosgyaogiassearvriceeceancttluyalliymepxoerctuetdedleinisCurheinafr?oAmlthfoouregihgnyogcoausnertrviiecse flsouugrgisehstesd itnhaCthitnhae, uthnedfearcsttathnadtiynoggaanisdatreeaccehnintlgy iomf pyoorgteadmleaisyurceonfrtoaminfosoremigenCcohuinnetsreiescosumgpgleesxtisotnh,awt thhiechuncdaenrsbtaenvdeinryg danifdfetreeancthfirnogmofthyeogsaitumaatiyoncoinntacionusnotmrieesCohfinriecsheecroymopgalextrioadni,twiohnischbacsaendboenvewrhyidchiffmeroesntt pfrroemviothues sstituudaiteisonwienrecocuonntdruiecsteodf .richer yoga traditions based on which most previous studies were conducted
Summary
Yoga was long studied primarily as a medical therapy that treats physical pain [1,2] and illness [3,4], as well as mental anxiety [5,6] and depression [7,8], enhancing the sustainability of personal lives in terms of both physical wellness and mental happiness. Yoga is seldom investigated as a leisure service or business [9,10,11,12], which affects the sustainability of consumers’ personal lives by fulfilling their motivation and triggering their satisfaction [13,14,15,16]. The popular styles include ashtanga, Iyengar, Bikram, vinyasa, and hatha. Ashtanga yoga [19] is the physical practice involving drishti (gazing during asanas, i.e., physical poses), pranayama (long and even breathing), and bandhas (engagement of core muscles during poses). Hatha yoga [23] incorporates the body, the physical part of a man; the mind, the subtle part; and the element that connects the body to the mind in an intricate way, the breath
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