ABSTRACT
Taekwondo represents Korean cultural heritage passed down through a history of 2,000 years. This chapter (re)-discovers the value of Taekwondo within both education and business contexts. This study is perhaps the first attempt to integrate consumer value of Taekwondo by applying Holbrook’s (2006) two-dimensional value framework (Intrinsic vs. Extrinsic; Self vs. Other-oriented). This research helps to enrich the argument that Taekwondo cultivates multiple intrinsic and extrinsic consumer values that satisfy not only individual practitioners’ fundamental needs but also helps promote altruistic and social value which makes a significant (and positive) impact on society.
