네트노그라피를 통한 자원봉사관광(Voluntourism) 경험의 구성요인 분석

The present exploratory study aims to deduct the components of Voluntourism experience using Netnography which utilize the SNS online community and to analyze the Voluntourism experience which would be differentiated from Mass tourism. A Naver cafe site named ‘Enjoy Work Camp’ was selected for exploratory data gathering and 60 online reviews from Jan. to Dec. 2013 were analyzed using Netnography, the on-line based ethnographical method. According to preceding research, the Voluntourism experience was categorized by physical experience and social․psychological experience and the experiences were examined by top components and sub components. Physical experience components were found to be consisted of Destination(5 sub-components), Activity contents(3 sub-components), People(3 sub-components). Next, social․psychological experience components appeared to be consisted of Activity-oriented(3 sub-components), Relationship-oriented(4 sub-components), Environment-oriented(3 sub-components), Education-oriented(2 sub-components), Psychology-oriented (8 sub-components). Based on the results, the characteristics of Voluntourism experience which differentiate from Mass tourism were delineated. First, there are Unique experience components which cannot experience in Mass tourism. Second, various types of interchange among people were shown. Third, it was seen as not single social․psychological experience, but complex experience. It proves that Social․psychological experience varies with physical experience components. This study is expected to be possibly utilized in policy making for activating Voluntourism and in travel business for suggesting the standard of Unique Selling Point of Voluntourism.