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Promoting an Asian Sport to the World: The Case of Taekwondo
Abstract
Taekwondo (TKD) has seen rapid growth as a universal martial art sport due, in part, to it being an Olympic Games event. TKD has played a very important role in the construction of the image of Korea as a nation brand. This chapter provides an extensive discussion on factors affecting consumer decisions to participate in TKD schools. The suggested factors in this chapter provide specific implications to the marketing of TKD based on the unique characteristics of the TKD market environment. This chapter also illustrates how TKD organizations have maintained a close working relationship with the Korean government to seek financial and human resources support.
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