공정관광인식과 신뢰, 참가만족 및 사후행동의 관계연구

Abstract

The forms of tourism are shifting a focus from massive tourism to individual tourism. Interest in tourism has taken a dual perspective between activation of local economy and pursuit of happiness on the part of tourists, which has resulted in more complex and diverse approaches to tourism. This study thus set out to analyze relations among the perceptions, trust and satisfaction of fair tourism among the tourists participating in fair tourism, relations between trust of fair tourism and satisfaction and post-behavior of fair tourism, and the effects of satisfaction with fair tourism on post-behavior of fair tourism. A survey was conducted with the participants of a fair tourism pilot product in the Busan area over six sessions from June 15 to July 28, 2013. The analysis results were as follows: first, perceptions of fair tourism had partial significant impacts on trust of fair tourism; second, perceptions of fair tourism had partial significant influences on satisfaction with participation in fair tourism; third, strong trust in fair tourism had very positive effects on satisfaction and post-behavior of fair tourism; and finally, the greater satisfaction they had with fair tourism, the more they were willing to participate in a fair tourism product again. Based on those analysis results, the study proposed some implications.