International Trends in Martial Arts Tourism City Branding - A Focus on Hong Kong, Okinawa, Bangkok, and AlUla -

The purpose of this study was to analyze the cases of Hong Kong, Okinawa, Bangkok, and AlUla, where martial arts tourism is actively utilized as a city branding strategy. By examining how these cities incorporate martial arts into their tourism and branding efforts, the study aims to identify international trends in martial arts tourism–based city branding and suggest directions for application in regional city branding in South Korea. The research was conducted through on-site visits to the selected cities to experience their martial arts tourism practices firsthand. In addition, relevant domestic and international literature and video materials were collected for review and content analysis. The conclusion was as follows: First, the martial arts content used for city branding was categorized into two types: martial arts events and martial arts educational content. Second, the cities that adopted martial arts tourism for branding were grouped into two types: urban cities (Hong Kong and Bangkok) and nature-oriented cities (Okinawa and AlUla). Third, four combinations emerged based on the pairing of city type and martial arts tourism content: 'Urban + Martial Arts Events,' 'Urban + Martial Arts Events with Educational Programs,' 'Nature-Oriented + Martial Arts Education with Events,' and 'Nature-Oriented + Joint Focus on Martial Arts Events and Education.' Fourth, in order to apply martial arts tourism to city branding in a South Korean context, it is necessary to first identify the city type of the target region. Then, the suitability of martial arts tourism content to its environment and conditions must be evaluated. Finally, it is essential to determine whether such content can genuinely attract tourists, provide practical appeal, and enhance satisfaction.