Electronic interaction in the sphere of physical culture and sports services in Russia

Abstract

Nowadays, all the fields of the economy are involved in the digital transformation processes, the field of physical culture and sports is not the exception. Thus, the development of a physical culture and sports services sector is impossible without electronic interaction of participants of the market. In different countries they use various ways of cooperation including the methods of electronic economy. The relevance of the topic also depends on systematization of the gained experience in Russia of the transmission from the traditional economy to the digitized one, and as a result digital transformation of the physical culture and sports field. With regard to it, this article is devoted to the definition of the main directions of electronic interaction between public management authorities, the sports organizations and consumers of services. Leading methods of this problem’s research are the analysis of Russian literature dedicated to the field under consideration and the synthesis of experience gained by foreign authors, allowing to review the digital transformation forms of physical culture and sports services in an integrated way. In this research study it is proved that information and communication technologies are effectively applied to coordination of government activity in the field of physical culture and sports development. The authors describe the highlights of functioning of the sports market services and reveal the definition of electronic interaction. They allocate general and particular moments of interaction between the participants of the physical culture and sports market in the electronic environment. The last are considered in three aspects: interaction of the services sector enterprises with consumers during the organization and holding sports activities; during the organization and holding sports and spectacular events; in educational and training process. The materials of this article represent the practical significance for commercial and non-commercial organizations that provide physical culture and sports services, managing institutions ensuring physical culture and sports development as well as the consumers of physical culture and sports services.