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This article aims to analyse which aspects are considered important by users of sports centres and which elements motivate them to join such centres, considering socio-demographic characteristics such as gender, educational level, occupation or socio-economic level. For this purpose, the opinions of current and potential users of sports centres have been analysed, asking them about the aspects mentioned above, offering a 5-point Likert type response scale. The results indicate that centre location, as well as the fact that the centre has personal trainers, guided activities and that it is multidisciplinary, are important elements for them. On the other hand, it is also observed that hygiene, the kindness of trainers, the equipment or the technological level of the centre, are the elements that motivate them when choosing a sports centre. Therefore, knowing the importance and motivation criteria, managers have useful information to be able to orient their marketing strategies more effectively, with the intention of adjusting to the demands and interests of users to a greater extent, improving the satisfaction of current users and increasing the probabilities of choice by potential users.

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Análisis de los criterios de importancia y motivación para la elección de centros deportivos en función de variables sociodemográficas (Analysis of importance and motivation criteria for choosing sports centres according to socio-demographic variables)