Sustainability, understood as the endeavor to meet current needs without compromising those of future generations, is crucial. The United Nations Sustainable Development Goals provide a framework for addressing challenges related to sustainability and digitalization, playing a fundamental role in achieving these objectives.
The diversity of natural sites for outdoor sports activities has driven managers to innovate, creating new infrastructure. However, considerations of sustainability have also led to limitations on infrastructural development. An intermediate solution is represented by digital infrastructures, such as mobile apps and websites, which allow for innovation without compromising the protection of nature. Digital tools have the potential not only to replace physical infrastructure but also to provide additional details about the route and activity, such as tourist information, monitoring of physical performance, and distance traveled.
The usage logics are not rigid types that strictly categorize individuals. Different profiles of athletes can simultaneously or subsequently adopt multiple logics. Furthermore, the dimensions are not mutually exclusive, which means that a runner can adhere to multiple logics simultaneously. Currently, we do not have a complete understanding of how different profiles of runners may show variable trends in the use of digital tools. Usage logics are not fixed; they can evolve over time, depending on the goals or changing motivations of practitioners. For example, preferences and priorities may change, leading individuals to adopt different logics or to modify their use of digital tools accordingly. Additionally, it is likely that different user profiles will interact with digital tools in different ways, reflecting their preferences, goals, and individual characteristics. With the increasing number of applications, there is a growing trend for them to be related to health, physical activities, and sports. The development of these applications includes both qualitative evolution, with increasingly sophisticated functionalities, and quantitative evolution, characterized by a growing number of features and usage options. Functionalities initially used for monitoring purposes in patients with heart dysfunction are now widely adopted in the context of physical activities.
An increasing number of people are inclined to download applications related to physical activities, such as Strava, a mobile app and popular social platform among athletes, primarily focused on monitoring and analyzing various physical activities like running, cycling, and swimming. It allows users to record their workouts using GPS technology, providing data on distance, time, pace, elevation, and more. Users can connect with a community of individuals with similar interests, share updates on their activities, and socially interact through comments, kudos, and virtual competitions.
Strava is widely recognized as "the number one app for runners and cyclists" and is specifically designed for outdoor activities. It offers features such as maps, satellite images, and tracking. Since 2017, Strava has also incorporated social sharing features, effectively making it a thematic social network. In the context of sports, the growth of this application represents the widespread adoption of digital technology. Strava was already experiencing significant development before the health crisis, but its expansion accelerated during the pandemic. According to a study conducted by Strava in 2021, the application saw a 38% annual increase in activities, with a total of 1.8 billion downloads in the last twelve months. The number of running activities downloaded on the application also increased by 30%.
Indeed, the sports market has witnessed a proliferation of digital offerings and solutions. However, there is still a lack of complete understanding of how these digital tools are being utilized. Questions arise regarding the usage patterns of digital tools in outdoor activities, the demographic characteristics of application users, and the potential influence of digital tools on motivation.
As technologies continue to advance, devices have become increasingly "smart" and distinct in signal acquisition, playing an ever more significant role in our daily lives. However, there is also an observable phenomenon of minimizing this dependency, with efforts aimed at avoiding overuse. On one end of the continuum, social constructivism suggests that society determines how new technologies are designed and used. On the other end, technological determinism argues that technology development precedes social development, influencing its direction.
From a study conducted by a group of sociologists on French citizens, through an online questionnaire with around seven hundred participants, four main logics of digital usage emerged: playful exploration, tourist discovery, performance analysis, and social interaction. Strava, Garmin, and Suunto were the most cited applications. Overall, users demonstrate a high level of digital competence, with 95% confirming the use of these applications.
As technologies continue to advance, devices have become increasingly "smart" and distinct in signal acquisition, playing an ever more significant role in our daily lives. However, there is also an observable phenomenon of minimizing this dependency, with efforts aimed at avoiding overuse. On one end of the continuum, social constructivism suggests that society determines how new technologies are designed and used. On the other end, technological determinism argues that technology development precedes social development, influencing its direction. From a study conducted by a group of sociologists on french citizens, through an online questionnaire with around seven hundred participants, four main logics of digital usage emerged: playful exploration, tourist discovery, performance analysis, and social interaction. Strava, Garmin, and Suunto were the most cited applications. Overall, users demonstrate a high level of digital competence, with 95% confirming the use of these applications. The growth of virtual communities and thematic social networks has spurred research on the usage or non-usage of these platforms. The field of gamification focuses on making activities more enjoyable, primarily in the context of hobbies.
The concept of "phygitalization" combines physical activities with virtual elements. The term "phygitalization" is a neologism derived from the combination of two words: "physical" and "digital." This concept refers to the synergistic integration between the physical and digital worlds. In other words, it indicates the interaction and interconnection between physical elements and experiences in the real world and digital and interactive resources through the use of technology. Phygitalization seeks to create an environment where the physical and digital dimensions blend, offering a more integrated and interactive experience for users. As mentioned earlier, the growing popularity of digital tools can be attributed, in part, to the availability of self-quantification tools. However, as Lupton explains through an ethnographic approach, the act of self-quantification is not a new phenomenon. What is new is the ease of access to detailed quantified information.
Gamification in physical activities can be implemented through various platforms such as Zwift, Bkool for cycling, Strava for cycling, running, swimming, or skiing... These applications create networks of users or utilize existing social networks to motivate people by offering rewards for achieving goals or enhancing the user experience in activities often perceived as challenging or unenjoyable. The aim is to encourage physical exercise, well-being, and active participation in physical activities by making them more enjoyable and, in some cases, more accessible.
The digital revolution has led to a reconsideration of the retail landscape. Consequently, the outdoor events industry has been hastily rethought and reorganized without a coherent strategy. The implementation of health restrictions has made it impossible to organize in-person sporting events, prompting the industry to adapt and reinvent itself. As a result, traditional sports events have been challenged, and virtual experiences have gained importance. The virtual activation of events has introduced a new dimension, creating a form of "mirror competition" for consumers. They now have the opportunity to compete virtually or physically in real-life scenarios. Smartphones play a significant role in facilitating this connectivity, allowing consumers to seamlessly navigate between physical and virtual environments.