관광자 소비가치와 공정관광에 대한 지각과 태도 간 관계

Purpose – This study aims to identify the causal relationship between the consumer values ​of tourists in the process of participating in fair tourism and the perception expected to be achieved from the results of fair tourism, by identifying the relationship between the attitudes formed as a result of fair tourism. Design, data, and methodology –The survey of this study was conducted through an online survey company from July 1, 2022 to August 1, 2022, targeting the experience and potential participants of fair tourism participation, and a total of 286 samples were extracted. Hypotheses were tested based on the validity and Reliability of the scale. Result–First, the economic perception of fair tourism forms a positive influence relationship by functional value. Second, it was confirmed that exploratory value and social value among the consumption values ​​of tourists significantly affect the perception of environmental and social characteristics of fair tourism. Third, emotional value among consumption values ​​is attributed to social perception. Finally, among the perceptions of results through fair tourism, only social perception affects both cognitive and emotional attitudes toward fair tourism, and economical and environmental factors do not form a significant causal relationship. Conclusions - In this study, more meaningful results can be expected if the social value dimension is expanded in relation to fair tourism and the cultural contact points where tourists interact with local residents and society are included in tourism destinations.