The increase in the number of and participation in recreational activities and competitive sports is a global trend, as awareness of health and well-being has increased. In line with this global change, the martial arts industry also has been evolving into a competitive marketplace (Hackney, 2013; Ko, Kim, & Valacich, 2010). However, there were not many studies conducted to define the martial arts participation motivation. The current study reviewed literature to develop a better understanding of motivational factors associated with martial arts participation. The martial arts participants have a diverse need, but their primary motivations are in the four primary domains: physical, psychological, behavioral and social. The psychological domain has two sub-domains including affective and cognitive. The six domains have the following motivational factors such as strength, endurance, fitness, fun, autonomy, self-esteem, concentration, self-discipline, leadership, affiliation, social facilitation, and others. This literature review can provide a better understanding of martial arts consumption behavior to develop consumer profiles. Administrators of martial arts programs also may use the findings of this study to formulate the marketing strategies

 

 

Hackney C. (2013) Martial Arts as a Pathway to Flourishing. In: Sinnott J. (eds) Positive Psychology. Springer, New York, NY

 

Ko Y.J., Kim Y.K., & Valacich J. (2010). Martial arts participation: consumer motivation. International Journal of Sports Marketing and Sponsorship, 11, 105-123.