The development of sports tourism is gaining momentum around the world, with many tourism industries combining sports events and programs to attract more domestic and overseas customers to promote economic and culture. Sustainability awareness has been gaining attention from many international organizations, resulting in the rise of sports tourism that incorporates sustainability. Therefore, the development of a valid and applicable sustainable sports tourism (SST) assessment model is an important task. In this study, a hybrid Multiple Attribute Decision-Making (MADM) model is proposed to measure the development performance of SST. The aims of this study include developing a SST assessment framework, identifying the mutual influential relationships among attributes, generating attribute influence weights, and calculating the performance of the evaluated items. The proposed model is divided into three stages. First, a cause-and-effect diagram is generated using the Grey Decision-Making Trial and Evaluation Laboratory (GDEMATEL) to describe the interactions and feedback among the attributes. Then, the GDEMATEL-based Analytic Network Process (GDANP) is applied to generate the influence weights of the attributes and their rankings. Finally, the expanded Probability-based Grey Relational Analysis (expanded PGRA) was applied to calculate the performance of the evaluated items and to determine the gap between evaluated items and the aspiration level. This study improves the original PGRA technique by introducing the concept of aspiration level into the PGRA calculation process, thereby replacing the traditional concept of “relative satisfaction” with “aspiration level”. In addition, the expanded PGRA can assess a single rated item without being limited to at least two items. We used the Sun Moon Lake Scenic Area in Taiwan as a model demonstration. The results show that the top three attributes that need to be strengthened are disease prevention and treatment, local social welfare and protection, and sports diversity. In the Sun Moon Lake, intersection control should be set up to ensure the health status of visitors and local residents. In addition to epidemic prevention, more measures and behaviors should be developed to deal with tourism diseases. We suggested that subsidies be provided to local residents to rebuild the fences around their homes to avoid disturbances caused by the influx of tourists. Moreover, the local government can create more sports events with special characteristics that can attract tourists to come again and again.

The purpose of this study was to establish a behavioural model of students’ smartphone usage based on the perception of new advanced information technology, perceived playfulness, and smartphone addiction (SA). Undergraduate students were chosen to be the participants from a university in Taiwan. There were 814 valid questionnaires and the valid response rate was 81.4%. Firstly, SA positively and significantly affected perceived playfulness, perceived ease of use, and perceived usefulness. Secondly, perceived usefulness did not significantly influence behavioural intention. However, there was an unforeseen result; the effect of SA on perceived usefulness was barely significant. It can be concluded that the participants in the present study were undergraduate students and they might not intend to use smartphones for their academic performance. The findings indicated that undergraduate students experienced perceived playfulness, perceived ease of use, and perceived usefulness of smartphone from their addiction perception, which further implied that smartphone usage was interesting, easy, and useful. It was inferred that the undergraduate students were already under a high technology addiction (TA) condition. Suggestions indicate that the conjunction of teaching and mobile application should be extensively applied. It should be based on students’ dependence on smartphone and smartphone’s enjoyment to helpfully improve teaching via smartphones.

This research is aimed at exploring the influencing factors of users’ behavioral intention toward the Nike Training Club (NTC) app, using the decomposed theory of planned behavior as the main research framework. In this study, users of the NTC app were the research objects. A total of 300 questionnaires were distributed on the Internet by the purposive sampling method. After excluding invalid questionnaires, a total of 280 copies were obtained. The effective questionnaire recovery rate was 93.33%. All data were verified by descriptive statistics and multiple regression analysis. The results of this study were as follows. First, the NTC app users were mostly female, aged between 19 and 25 years, were students, had a monthly income below 20,000, and exercised one to two times a week. Second, the application of the decomposed theory of planned behavior found the following: perceived usefulness and perceived ease of use had positive effects on attitude; interpersonal influence and electronic word of mouth had a positive influence on subjective norms; self-efficacy and technology facilitation had positive effects on perceptual behavior control; and attitude, subjective norms, and perceptual behavior control all had a positive impact on behavioral intention. The NTC app users thought that the program interface was easy to use and that the app could help them effectively achieve the effect of exercise and fitness, which increased the benefits of continuously using the program.

Ever since the first games launched in the 1970s, the rapid growth of the video games market has successfully attracted more and more purchasers. In this study, we use Nintendo Switch as a case study to examine the extended technology acceptance model (TAM), which integrates the factors of Perceived Playfulness and Compatibility to determine their relevance in the usage behavior. A total of 266 questionnaires were obtained using snowball sampling and analyzed using the Structural Equation Modeling (SEM). The study results revealed that the expanded TAM model can be effectively used in this context and it also showed a good fit for the proposed model from the data analyzed. Attitude explained an R2 of 0.85, which indicates that 85% of the variance in user’s behavior intention is accounted by attitude. Perceived Ease of Use and Perceived Usefulness were significantly positively associated with attitude. Perceived Playfulness was significantly positively associated with Perceived Usefulness. This study also addresses the implications of the findings for researchers and the game marketing strategies practitioners.

Fitness influencers are an emerging profession in recent years. At present, the main research on fitness influencers focuses on their personal traits, professional knowledge and skills, and course content, while there is still a large research gap on the social media marketing strategies of fitness influencers, how they interact with fans, and the reasons for their influence on fans. There is a lack of a comprehensive evaluation framework for fitness influencer research, and there is no clear research on what competencies are required to become a qualified fitness influencer. Therefore, it has become an important issue to establish a comprehensive fitness influencer competency evaluation. In this study, a hybrid model of fitness influencer competency evaluation framework was developed based on government competency standards and expert knowledge using the Multiple Criteria Decision-Making (MCDM) model perspective. This evaluation should expand to include the principles of sustainable development, emphasizing the influencers’ role in advocating for environmental responsibility, social equity, and economic viability within the fitness industry. First, the study developed 21 criteria in six dimensions of fitness influencer competencies through a literature survey and interviews with several experts. The 21 criteria resonate with many of the Sustainable Development Goals (SDGs), including SDG 3 (Good Health and Well-being), SDG 4 (Quality Education), SDG 5 (Gender Equality), SDG 10 (Reduced Inequalities), and SDG 11 (Sustainable Cities and Communities). The Bayesian Best-Worst Method (Bayesian BWM) was used to generate the best group weights for fitness influencer competencies. Then, a modified Technique for Order Preference by Similarity to the Ideal Solution Based on Aspiration Level (modified TOPSIS-AL) was applied to evaluate the performance ranking of major fitness influencers in Taiwan by integrating the concept of the aspiration level. The results of the study revealed that behavioral standards were the most important dimension, emphasizing the need for fitness influencers to establish a comprehensive set of norms for their own behavioral standards. The top five criteria for fitness influencers’ competencies were self-review, punctuality and prudence, creativity, rapport and motivation, and the need to conform to one’s body image. The performance ranking was used to compare the evaluated subjects to the desired level to obtain a basis for improvement. This study effectively identifies key fitness industry competency indicators and refines business performance through the management implications proposed in this study to facilitate the development of the fitness industry.

By constructing a linear structural equation model, we explored the impact of the customer service, food quality, and physical environment on customer behavioral intentions with experiential value and customer satisfaction as mediators. We focused on customers of the renowned Taiwanese franchised restaurant, Umai Yakiniku, in the Taichung area, Taiwan, and its services. Through customer perception and experience, we unraveled the subsequent behavioral dynamics. A total of 337 valid questionnaires were collected through purposive sampling. The participants encompassed customers who had previously dined at the Umai Yakiniku restaurant, excluding those attending corporate events. The overall behavioral model of customers showed a satisfactory level of fit. The customer service, food quality, and physical environment significantly impacted the experiential value. Customer service directly impacted customer satisfaction, while food quality and the physical environment indirectly affected customer satisfaction. Experiential value positively impacted customer satisfaction, and customer satisfaction positively affected behavioral intentions. Such findings provide information for related companies and their strategic management.