Research on the Value Chain Integration of the Emei Wushu Industry from the Perspective of High-Quality Development

Abstract

Emei Wushu, as a traditional ethnic sport and intangible cultural heritage, faces challenges during inheritance and development. We introduced the industrial value chain theory and took Emei Wushu as a case to find a new path for high-quality development through the integration of Emei Wushu industry with multiple parties. Based on the literature review method, in-depth interviews and the case study method, we conducted field interviews among inheritors/practitioners of Emei Wushu using Nvivo 12 Plus qualitative analysis software doing open coding and axial coding on 890 original statements that finally extract core categories. The four integration strategies are proposed such as integration and sorting of resources; Publicity and promotion based on demand analysis; Comprehensive infrastructure construction; Efficient and refined management of human resources. Cultural connotations of Wushu inject soul into tourism while tourism provide a platform for Wushu to be displayed; their synergistic integration is an effective way to solve the development dilemma of Emei Wushu and achieve high-quality development.