Public Perception Analysis of Fitness Center Closures using Social Big Data

Purpose: The purpose of the study was to analyze the public perception of fitness center closures by using social big data. Recently, fitness center utilization rates are projected to be the highest, reaching 42.1% in 2023. Therefore, a fitness center is one of the optimal facilities for those exercising for health and are experiencing significant quantitative growth as they meet the needs of consumers seeking to enhance their leisure time and maintain a healthy and attractive body. Research design, data, and methodology: Applying text mining and sentiment analysis, key terms such as ‘fitness center’, ‘eat and run’, ‘closure’, ‘refund’, and ‘members’ were frequently mentioned. Results: Sentiment analyses indicated that 59.51% of public perceptions toward fitness center closures were positive. While the sentiment analysis results showed a high positive response, the actual context can be interpreted as a preemptive response aimed at sharing stories of fitness center closures and preventing damage from fitness center scams. Conclusions: Based on these findings, it was suggested that consumers are not only sharing their actual experiences with fitness center scams, but are also demanding information exchange and the introduction of secure payment systems to prevent scam. In particular, some fitness centers are marketing themselves as “safe fitness centers” by utilizing KeepPAY authentication systems or guarantee insurance, which can be interpreted as a strategy reflecting consumers' desire for trust. This trend suggests that credit and reliability, rather than price or facilities, may become important factors in fitness center selection.