Services Marketing in Mixed Martial Arts, Developing Jiu Jitsu in Seoul, Korea
2013; Taylor & Francis; Volume: 4; Issue: 1 Linguagem: Inglês
ISSN
1472-1376
Autores Tópico(s)Physical education and sports games research
ResumoSince the introduction of martial arts into the mainstream and more recently the development of mixed martial arts, Jiu Jitsu’s popularity has grown by leaps and bounds. In Seoul, Korea, the home of Taekwondo and Hapkido, Jiu Jitsu has been able to establish itself, yet no studies have been performed on the demand variables in Korea. The objectives of this study were to locate the dimensions of market demand for Jiu Jitsu academies. Study participants (N=159) were students at six Jiu Jitsu academies located throughout Seoul who were males and females 18 years or older. Even though the survey was conducted in South Korea, foreigners accounted for 19.9% of the participants. The study covered areas ranging from an academy’s environment and instructor’s qualifications to personal benefits. The results showed that consumers participate in Jiu Jitsu to improve their physical and mental health. The academy’s characteristics were really of no importance to Jiu Jitsu participants.
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