개인가치, 공정관광행동 그리고 지각된 관광갈등의 영향관계 : 정주형 문화유산관광지를 중심으로

This study aims to examine the relationship between personal values (social-altruistic and egoistic value), fair tourism behavior, and perceived tourism conflicts at a world heritage site where residents are currently living. The study proposes that people who have social-altruistic personal values would perceive more conflicts from the perspective of residents than those who emphasize egoistic values, and then the former would behave in a way of fair travel. The context of the research is living heritage sites in which conflicts between residents and tourists are critical. Data were collected by a self-administered survey in two UNESCO World Heritage Sites in Korea: Hahoe Folk Village and Yangdong Folk Village. The results show that the impact of social-altruistic value on fair tourism behavior was significant while the impact of egoistic value was not significant. Fair tourism behavior had a positive impact on perceived tourism conflicts of tourists. The findings suggest that fair tourism behaviors are affected by social-altruistic values, and that people who engage in fair travel would take more care of tourism conflicts and residents at living heritage sites. This shows that emphasizing social-altruistic behavior by tourists through the fair travel concept would help residents of heritage sites mitigate conflicts with tourists.