International Promotion Strategies and Students' Desire to Participate in Martial Arts Program in a Selected University in Beijing, China

Abstract

Martial arts programs have long been celebrated for their holistic approach to physical, mental, and social development. In the context of modern education, universities worldwide have recognized the significance of incorporating martial arts into their offerings as a means to promote student well-being and holistic growth. As such, understanding the factors that influence students' desire to participate in martial arts programs has become increasingly vital for universities seeking to enhance student engagement and satisfaction. Research in various contexts has shed light on the diverse nature of students' motivations and the factors that contribute to their engagement in martial arts training. Studies such as those by Choi et al. (2021), Gutiérrez-García et al. (2018), and Kudláček et al. (2019) have explored the physical, social, psychological, and physiological effects of martial arts participation among diverse populations. These studies highlight the importance of considering a wide range of factors, including physical fitness improvements, social interactions, psychological outcomes, and individual preferences, when designing martial arts programs tailored to students' needs. The integration of social media platforms into martial arts education and promotion has revolutionized the way practitioners engage with the sport. Research suggests that social media plays a pivotal role in facilitating martial arts learning through various means such as video sharing, exchange of teaching materials, and interactive teacher-student communication (Xie et al., 2022). Furthermore, to propel the entry of Chinese martial arts events into the Olympic Games, scholars advocate for leveraging social media platforms to promote events and organize competitions, thus enhancing global visibility and participation (Xie et al., 2022). Indeed, community involvement is paramount in promoting martial arts, as evidenced by studies indicating the influence of social media marketing activities, user experience, and sport attachment on participation intentions (Xie et al., 2022). By harnessing the power of social media, martial arts organizations can expand their reach, attract new participants, and foster a sense of community among practitioners (Xie et al., 2022). Scholars emphasize the intrinsic connection between Chinese martial arts and broader cultural and philosophical concepts, advocating for leveraging international platforms to promote cross-cultural exchange and appreciation (Jennings, 2014; Wang, 2010). However, strategic considerations and challenges abound in international promotion efforts, necessitating a comprehensive approach involving government leadership, interdisciplinary cooperation, and tailored communication strategies (Yu, 2016; Qiao, 2016). By incorporating martial arts into educational settings, students not only enhance their physical fitness and self-defense skills but also develop a deeper appreciation of Chinese heritage and values (Shi, 2009; Chen, 2013). As part of this broader landscape, students' desire to participate in martial arts programs emerges as a complex interplay of various factors. Perceived benefits, such as physical fitness improvements and mental well-being, serve as strong motivators for participation (Dahle, 2017; Gutiérrez-García et al., 2018). Additionally, the social dimension of martial arts training, characterized by communal settings and supportive relationships, plays a pivotal role in fostering continued engagement (Choi et al., 2021; Anam et al., 2024). Moreover, the motivational climate within martial arts programs, shaped by clear goals and supportive environments, influences students' intrinsic motivation and long-term commitment (Silva et al., 2019; Xie et al., 2022). Individual characteristics and preferences contribute to students' desire to participate in martial arts programs, as they are drawn to specific styles, disciplines, and cultural backgrounds (Maor, 2019; Alsarve & Tjønndal, 2019). By tailoring programs to accommodate diverse interests and needs, organizers can foster inclusivity and enhance engagement among students (Maor, 2019; Alsarve & Tjønndal, 2019). The intersection of social media, international promotion strategies, technological innovations, and students' motivations underscores the dynamic and multifaceted nature of the martial arts landscape. Understanding these interconnections is vital for stakeholders seeking to promote and sustain the practice of martial arts in an increasingly interconnected and diverse world. Moreover, the promotion of martial arts programs on an international scale presents unique opportunities and challenges, particularly in multicultural university environments like Beijing, China. Understanding how international promotion strategies intersect with students' desire to participate in martial arts programs is essential for universities aiming to attract and retain diverse student populations. Research in this area can provide valuable insights into effective promotional approaches and program design considerations that cater to the needs and interests of both local and international students. Therefore, this study aims to investigate the relationship between international promotion strategies and students' desire to participate in martial arts programs at a selected university in Beijing, China. Thus, the researchers seeks to contribute to a deeper understanding of the factors influencing students' engagement in martial arts training within the context of international higher education settings. Through empirical investigation and analysis, this study aims to provide actionable recommendations for university administrators and program organizers to enhance student participation and satisfaction in martial arts programs.