This study is a study regarding the artistic value and brand asset of taekwondo performances perceived by taekwondo demonstration player's aimed to provide basic data for settlement of the taekwondo performance industry. The subjects of this study were mainly the members of university taekwondo demonstration groups that participated in the 2019 Korea University Taekwondo Federation Cup National Taekwondo Competition and 328 copies of questionnaire sheets were finally used. As for data processing methods, frequency analysis, t-test, analysis of variance, correlation analysis, and multiple regression analysis were conducted using SPSS 25.0 and the following results were derived.
First, differences according to the demographic characteristics of university taekwondo demonstration group players were tested and the results indicated statistically significant differences according to grades, prize-winning experiences, and the numbers of times of participation. Second, among the types of the artistic value of taekwondo performances, the cultural value factor was shown to have significant effects on the brand awareness. Third, among the types of the artistic value of taekwondo performances, the moral value had the largest statistically significant effect on the perceived value followed by cultural value, social value, and aesthetic value in order precedence. Fourth, among the types of the artistic value of taekwondo performances, the moral value had the largest statistically significant effect on the brand image followed by cultural value and aesthetic value in order precedence.
Based on the results as such, it could be seen that taekwondo performances, which are perceived as stage performances of performing arts, represent taekwondo value, and that their morality and value in terms of public benefits as performance content are recognized. Therefore, if the atmosphere and environment are made so that the members of the demonstration groups can have a sense of duty and pride, the atmosphere and environment of performance activities will be improved further.