개별관광객의 관광동기가 선호관광유형 및 공정관광 참여행동에 미치는 영향

Individual tourists are getting increased as they can easily get the information by the development of IT environment. Individual tourists have different tourism motivation from the package tourist, therefore they have different preference on the type of tourism or destination. The purpose of this study is to investigate what are the tourism motivation of individual tourist and what type of tourism or tourism destination they like. And this study also focused on Fair Tourism which is concerning on environmental conservation and respect for social culture and residents in tourism destinations. In this study, the causal relationship between tourism motivation, preferred type of tourism, and participation behavior in Fair Tourism of individual tourists was investigated. From the results of the study, tourism motivation of individual tourists influence differently on the preferred type of tourism and their participation behavior in fair tourism. It is revealed that the preferred type of tourism of individual tourists influence differently on their participation behavior in fair tourism. It suggests information for developing tourism product and marketing strategies related to increasing fair tourism market.