Culturally Grounded Wellness: Examining the Role of Marketing in Promoting Physical Activity at Ifugao State University

With an emphasis on culturally grounded strategies, thisstudy investigatesthe function of marketing in advancing wellness and physical activity initiatives at Ifugao State University (IFSU). Campus-based wellness initiatives and academic physical education (PE) programs frequently institutionalize physical activity, which has long been recognized as a fundamental component of holistic education. Faculty and student participation in these programs is still uneven, though. This study used a qualitative phenomenological approach to investigate the lived experiences of five faculty members and ten students who were chosen through purposive sampling. Semi-structured interviews were used to gather data, and Braun and Clarke's theme analysis approach was used for analysis. The results showed that while extracurricular involvement is low because of scheduling issues, ineffective marketing, and a lack of variety, wellness participation is mostly driven by academic obligations and significant campus events. Compared to traditional posters or announcements, marketing initiatives that included captivating digital content—like TikTok-style videos, Instagram reels, and campaigns with a cultural theme—were more successful. In order to improve involvement and cultural identification, respondents underlined the significance of including indigenous customs, such as traditional games and dances. According to the study's findings, IFSU has to make its wellness and marketing campaigns more interesting, dependable, and culturally appropriate. The establishment of a Wellness Program Committee for student-faculty cooperation, the institutionalization of cultural wellness programs, varied scheduling, and improved use of digital platforms are among the recommendations. By taking these actions, IFSU hopes to develop a long-lasting, welcoming wellness culture.