FACTORS AFFECTING THE SUSTAINABLE DEVELOPMENT OF COMMERCIAL MARTIAL ARTS GYMS IN BEIJING, CHINA

Resumo

In recent years, the sustainable development of commercial martial arts gyms in Beijing has attracted growing attention, driven by the convergence of national fitness policies and the revitalization of traditional cultural heritage. The purpose of this study is to: (1) To study the current situation of the sustainable development of commercial martial arts gyms in Beijing, China; (2) To Analyze the positive factors affecting the sustainable development of commercial martial arts gyms in Beijing, China; (3) To find a sustainable development approach for commercial martial arts gyms In Beijing, China. This study employed a mixed method research. The first phase involved qualitative interviews with 15 commercial martial arts experts to assess the current situation. The second phase used quantitative methods, collecting 360 valid questionnaires analyzed via Smart PLS to develop and test a Structural Equation Model (SEM) with thirteen hypotheses. The final phase conducted focus group discussions with 13 experts to find a sustainable development approach for commercial martial arts gyms In Beijing, China. The research findings reveal: (1) Despite growth from health awareness and policy support, Beijing’s martial arts gyms face low youth engagement, uneven teaching, limited resources, and weak strategy; (2) Quantitative analysis shows policy support, cultural inheritance, operations management, and income diversification significantly influence sustainability—directly and indirectly via customer perceived value, with strong model validity; (3) Expert focus groups propose a development path guided by policy, culture, management, diversified income, and customer value for long-term growth. A integrating tradition and commerce for the sustainable development of martial arts gyms; Providing strategic guidance and practical insights for policymakers, gym operators, and cultural innovators.