INTEGRATING MULTICULTURAL COMMUNICATION AND PHYSICAL ACTIVITY TO DEVELOP KEY COMPETENCIES IN HIGHER EDUCATION STUDENTS

Abstract

The article explores the role of multicultural communication and physical activity as interrelated factors in developing key competencies among university students. The aim is to theoretically substantiate and empirically verify the integrated impact of these factors on social, communicative, and health-preserving competencies. The experiment involved 186 first- and second-year students, divided into experimental and control groups. The experimental group participated in a six-month integrated program combining multicultural communication trainings with sports and recreational activities featuring an intercultural component ("Sport without Borders", ethno-sports festivals). Results showed a statistically significant increase in the experimental group in high-level competencies: social by 18.1 percentage points, communicative by 19.2, and health-preserving by 18.1, compared to 2–3 pp in the control group. The synergistic effect is confirmed: physical activity reduces cultural barriers through non-verbal communication, while the multicultural environment promotes healthy lifestyle motivation. Practical recommendations for implementation in higher education institutions are provided.