A Development of Martial Art for Commerce: A Case Study of Ultra Tiger co., LTD

Abstract

     This study is referred to 1) the purpose of studying situations and formats in developing Thai boxing martial arts to commercial martial arts and 2) the purpose of advancing the developmental guidance commercial martial arts by using quality research procedure collecting record data, interviewing profoundly involved sources, such as outside entrepreneurs, holders, cultural successors and Martial Arts trainees, especially the Ultra Tigers Martial Arts trained group.
     As a result, we found that the development of commercial martial arts, based on intangible cultural assets and cultural wisdom as the major elements to operate commercial martial arts which combines to marketing communication, venue, setting, sound and light, costumes, performance gestures. Martial Arts development direction includes commercial and out sources which are: 1) to hire venues as commercial business to perform and top up products and 2) cultural source to educate martial arts through activities as outsourcing.