Internet-based Promotion of Qigong
Posted: Wed May 30, 2018 8:51 am
Abstract accepted for ORAL presentation format by the 23rd Annual Congress of European College of Sport Science, 4-7 July 2018, Dublin, Ireland
Title: INTERNET-BASED PROMOTION OF CHINESE TRADITIONAL HEALTH-PRESERVING SPORTS: HEALTH QIGONG
Session: OP-SH07 - APPROACHES TO PHYSICAL ACTIVITY / FUNCTIONING
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AID: 789, Presentation format: ORAL
Authors: LIU, H., CHOW, B.
Institution: HONG KONG BAPTIST UNIVERSITY
Country: CHINA, Topic: SOCIOLOGY
Abstract:
Recently, a lack of public attention has become a major impediment to the promotion of Chinese traditional health-preserving sports (Jie, 2015). Although researchers have shown an increased interest in using information technology to promote sports, reports on the mobile-internet-based promotion of Chinese traditional sports are sparse, and there is limited information regarding the status quo of Health Qigong and its social acceptance.
Health Qigong is one of the most widely accepted Chinese traditional health-preserving sport (GAS, 2017; Jahnke, 2010). This paper aimed to investigate the status quo of Health Qigong among practitioners and non-practitioners in Mainland China. Some strategies for Chinese traditional health-preserving sports were proposed.
Cross-sectional surveys were conducted with 362 adult-aged participants (216 practitioners, 146 non-practitioners) in Mainland China. A 40-item questionnaire was designed to assess sociodemographic characteristics, practice/contact situation, transmission channels, perceived values and the internet use behaviors.
It was evident from the survey results that the majority of Health Qigong practitioners were older individuals. The main channel participants got to learn this sport were through social sports sites and university courses. Over 70% of practitioners had more than five friends who also practice Health Qigong. Nearly 90% of practitioners used mobile internet. Furthermore, the findings reflected the barriers to its promotion were (a) a lack of young practitioners resulted in weak sustainable development; (b) non-practitioners perceived that Health Qigong was incommensurate with the group they belong to; and (c) there were limited channels used to promote the sport.
These strategies are recommended to promote Health Qigong: (a) target specific audience groups in promotion; (b) promote the sport culture to build a unique brand; and (c) highlight its distinctive values and characteristics in promotion.
Keywords: Chinese traditional sports; Internet-based; Health-preserving sports; Sports promotion
References
1. Jie, P. (2015). Research on current situation and promotion strategy of Health Qigong in Changzhou community. (Unpublished Master dissertation). East China Normal University, China.
2. General Administration of Sport of China (GAS). (2017). Characteristics of Health Qigong. Retrieved February 11, 2018, from: http://www.sport.gov.cn/qgzx/n5407/c825620/content.html
3. Jahnke, R., Larkey, L., Rogers, C., Etnier, J., & Lin, F. (2010). A comprehensive review of health benefits of qigong and tai chi. American Journal of Health Promotion, 24(6), e1-e25.
Title: INTERNET-BASED PROMOTION OF CHINESE TRADITIONAL HEALTH-PRESERVING SPORTS: HEALTH QIGONG
Session: OP-SH07 - APPROACHES TO PHYSICAL ACTIVITY / FUNCTIONING
Enter session OP-SH07
Contact author
AID: 789, Presentation format: ORAL
Authors: LIU, H., CHOW, B.
Institution: HONG KONG BAPTIST UNIVERSITY
Country: CHINA, Topic: SOCIOLOGY
Abstract:
Recently, a lack of public attention has become a major impediment to the promotion of Chinese traditional health-preserving sports (Jie, 2015). Although researchers have shown an increased interest in using information technology to promote sports, reports on the mobile-internet-based promotion of Chinese traditional sports are sparse, and there is limited information regarding the status quo of Health Qigong and its social acceptance.
Health Qigong is one of the most widely accepted Chinese traditional health-preserving sport (GAS, 2017; Jahnke, 2010). This paper aimed to investigate the status quo of Health Qigong among practitioners and non-practitioners in Mainland China. Some strategies for Chinese traditional health-preserving sports were proposed.
Cross-sectional surveys were conducted with 362 adult-aged participants (216 practitioners, 146 non-practitioners) in Mainland China. A 40-item questionnaire was designed to assess sociodemographic characteristics, practice/contact situation, transmission channels, perceived values and the internet use behaviors.
It was evident from the survey results that the majority of Health Qigong practitioners were older individuals. The main channel participants got to learn this sport were through social sports sites and university courses. Over 70% of practitioners had more than five friends who also practice Health Qigong. Nearly 90% of practitioners used mobile internet. Furthermore, the findings reflected the barriers to its promotion were (a) a lack of young practitioners resulted in weak sustainable development; (b) non-practitioners perceived that Health Qigong was incommensurate with the group they belong to; and (c) there were limited channels used to promote the sport.
These strategies are recommended to promote Health Qigong: (a) target specific audience groups in promotion; (b) promote the sport culture to build a unique brand; and (c) highlight its distinctive values and characteristics in promotion.
Keywords: Chinese traditional sports; Internet-based; Health-preserving sports; Sports promotion
References
1. Jie, P. (2015). Research on current situation and promotion strategy of Health Qigong in Changzhou community. (Unpublished Master dissertation). East China Normal University, China.
2. General Administration of Sport of China (GAS). (2017). Characteristics of Health Qigong. Retrieved February 11, 2018, from: http://www.sport.gov.cn/qgzx/n5407/c825620/content.html
3. Jahnke, R., Larkey, L., Rogers, C., Etnier, J., & Lin, F. (2010). A comprehensive review of health benefits of qigong and tai chi. American Journal of Health Promotion, 24(6), e1-e25.