Overview

Original Research

FACTORS INFLUENCING THE DEVELOPMENT AND BRAND BUILDING OF EMEI WUSHU EVENTS

MANMAN SHI 1, KITTIPONG POTIMU 2, NUTTAVUT PHONSRI 3, and SUEBPONG CHINDAPOL 4.

Vol 19, No 06 ( 2024 )   |  DOI: 10.5281/zenodo.12635050   |   Author Affiliation: Doctoral Student, Sport Management, Innovation Management College, Suan Sunandha Rajabhat University, Leshan Normal University, Leshan, China 1; Sport Management, College of Innovation Management, Suan Sunandha Rajabhat University, Bangkok Thailand 2,3,4.   |   Licensing: CC 4.0   |   Pg no: +829-840   |   Published on: 29-06-2024

Abstract

Emei Wushu is an integral part of traditional Chinese martial arts, renowned for its unique techniques and cultural significance. With the robust growth of the national fitness and sports industry, the development and branding of Emei Wushu event activities have become focal points. This paper focuses on the development and branding of Emei Wushu event activities, particularly on cultivating regional wushu cultural brands. Through an extensive literature review and a survey analysis of 454 participants, structural equation modeling techniques were employed using software like SPSS 26.0 and AMOS 24.0 to compute the survey data, including reliability and validity analysis, exploratory factor analysis, confirmatory factor analysis, path analysis, model fit tests, and analysis of direct and indirect effects, aiming to deeply understand the impacts on event development and branding. The research successfully identified and constructed a model, outlining key factors influencing the development and branding of sports events and validated this model through SEM pathway modeling. The findings reveal that organizational operations, marketing activities, and market competition significantly and positively affect sports event brand building, particularly highlighting the mediating role of participant or spectator satisfaction in linking organizational operations, marketing promotions, and competitive events to branding outcomes. Based on these findings, the research proposes a series of brand development strategies, including leveraging national intangible cultural heritage to build the "Emei Wushu" brand, developing a "Specialty Tourism" brand that integrates wushu and tourism, and promoting regional economic development through the "Emei Wushu Cultural Industry" brand. These results provide new insights for wushu event brand building, offering valuable references for practitioners and researchers, thereby facilitating the international development of Emei Wushu and similar cultural events.

Keywords

Emei Wushu; Brand Building; Influencing Factors.