The Marketization Path of the Integration of Traditional Sports Events and Cultural and Creative Industries from the Perspective of Cultural Self-Confidence

Abstract

Under the strategic guidance of “building a socialist cultural power” and “a sports power”, the cultural and economic value of traditional sports is increasingly prominent. However, in reality, traditional sports events face problems such as disconnect between their forms and the modern sports development trend, a lack of vitality in their event systems, and insufficient entertainment and competitiveness. This study uses an indirect approach to research the development and dissemination of traditional sports events. Taking the development of traditional martial arts events as a case, through the research and analysis of different existing papers, the following conclusions are drawn. The study finds that traditional martial arts have great cultural value and significance, but are extremely weak in education and popularization, inheritance, and scene application, as well as having insufficient social support and small international influence. The summary finds that traditional martial arts should start from the education system, social cultural dissemination, and international influence. The problems are summarized as the traditional closed apprenticeship method having limitations in modern society, insufficient social publicity, too small an international promotion range, and being impacted by foreign martial arts. Traditional martial arts should strengthen their application in higher education, integrate into new media for social dissemination, and actively participate in international events.