Yong Jae Ko (University of Florida), Il Rang Lee (University of Florida), Yong-Kyu Chang (Seoul National University of Education, South Korea), Jin-Bang Yang (Yong-In University, South Korea)
Abstract: The awareness of and participation in Taekwondo at both amateur and professional levels has increased throughout the world. Although consumer value has been widely recognized as a key factor in marketing and consumer behavior, the concept of consumer value in Taekwondo received little attention from both scholars and practitioners. The purpose of this paper is to (a) examine the fundamental value associated with Taekwondo education and business and (b) to conceptualize consumer value in Taekwondo for future research and practice. The authors integrated existing values of Taekwondo training into existing customer value frameworks. Implications for future research and practice are discussed.