THE VALUE OF DIGITAL TRANSFORMATION IN IMPROVING THE SPORTS ACTIVITIES DIVISION'S OFFER OF SERVICES AT THE UNIVERSITY OF MISAN

The current era is witnesssing an accelerated development of technology and information, which has led to a large-scale digital transformation in various fields. Digital transformation as a concept involves technical and cultural transformation and is reflected in all fields. This research aims to explore the value of digital transformation in improving the sports activities division's offer of services at the University of Misan. The descriptive approach was used as the general framework for the study, with questionnaires serving as the primary tool for data collection. The sample included 485 individuals from administrators and students in the Sports Activities Department. The results showed that administrative services related to sports activities are provided quickly and efficiently, but the department does not rely on modern digital systems for managing and organizing sports activities. The researcher recommends the adoption of integrated information systems for managing sports activities, which would facilitate registration, tracking activities, and competitions. Additionally, the study encourages enhancing digital communication between students and faculty members through advanced electronic platforms that facilitate interaction and participation.