세계태권도평화봉사단 활동에 따른 수혜국 참여자의 만족도가 국가브랜드 이미지에 미치는 영향

Effect on Korea’s National Brand Image According to Satisfaction of Participants in Beneficiary Countries of World Taekwondo Peace Corps Activities

The purpose of this research was to investigate the effect of World Taekwondo Peace Corps activities, which are part of public diplomacy activities, by assessing the satisfaction of participants which lead to the national brand image of the participants. In order to achieve the purpose of this study, It was analyzed using the multiple regression analysis and questionnaires were used as survey method. The questionnaires varied in language per country. In order to deliver the correct contents, questionnaires were translated through professional translation company and then retranslated with Korean through a coordinator who is in charge of dispatch of World Taekwondo Peace Corps and confirmed that the sentences have the same meaning. Sampling was conducted with participants from five countries participating in the World Taekwondo Peace Corps activity around two months from January 4th, 2018 to February 28th, 2018. The data of 268 responses from 5 countries were analyzed using the convenience sampling method and the results from these analyses are as follows. satisfaction of the participant affects the national brand image of the country, and in order to increase satisfaction, Taekwondo Peace Corps volunteers and the participants of the beneficiary countries need to make emotional ties, and it will lessen burden for participation and increase satisfaction for the program.