A.N. Savel’eva, postgraduate, Chaykovskiy state institute of physical culture, Chaykovskiy

Key words: value orientations, personality, students, sport, university, dragon boats, social study.
Nowadays man comprehends the world in terms of values. As marked by L.I. Lubysheva, physical culture and sport are the universally recognized material and spiritual values of society as a whole and each person in particular. Social institutes, including sports team, act as transmitters of various standards and values, influence formation of personal value orientations.
It is to be marked that big hopes are placed on an intending student of higher educational institution, he acquires new interests, sets himself new goals, so the changed social status is followed by the changes in his world outlook. Therefore, the study of the system of personal value orientations of the one who goes in for sports is especially relevant issue in the situation of big social transformations.
The purpose of the study was to show the impact of the Chinese community on the fitness industry in SEA in the early ХХI century in view of specifics of business administration and the geographical principle of development of the industry in the region.
The Chinese community of the countries of SEA has substantial financial, social and media resources to develop the fitness-industry in the region.
The key principles of the Chinese business community of the countries of SEA in development of the fitness-industry of the region are the principles of benefit, available relevant infrastructure, client base to warrant within short or medium time periods.
Chinese minorities of the region have big perspectives of further development of this niche in economy, for development of this business in the tourist regions of the countries of SEA returns regular interest.

References

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5. Savel'eva, A.N. The effect of "dragon" boat paddling training process on socialization of young people / A.N. Savel'eva // Teoriya i praktika fizicheskoy kultury. – 2013. – № 6. – P. 42-45. (In Russian)