포스트 코로나 시대 공정관광 인식이 이타적 가치, 공정관광 태도 및 프리미엄 가격 지불의도에 미치는 영향

This study aims to understand fair tourism behavior in Korea by identifying the influencing relationship of how the perception of fair tourism affects altruistic value and fair tourism attitude. In addition, the study was conducted to predict the behavior of tourism consumers through investigating the characteristics of consumption behavior of fair tourism tourists by analyzing the influencing relationship of fair tourism attitude’s effects on the intention to pay premium price. The survey was carried out to adults aged 20 and older from October 15 to November 30, 2023. A total of 300 copies of the questionnaire were distributed, and 261 copies were used for empirical analysis, excluding 39 copies that had high double missing values or were inappropriate. As a result of the analysis, sociocultural perception, economic perception, and environmental perception showed statistically significant effects on altruistic value. The result of verifying the influencing relationship between the perception of fair tourism and fair tourism attitude demonstrated that economic perception and environmental perception were antecedents that had positive effects on altruistic value, while sociocultural perception did not have a significant effect. As a result of verifying the influencing relationship between altruistic value and fair tourism attitude, altruistic value showed a positive effect on fair tourism attitude. Fair tourism attitude was found to have a positive effect on the intention to pay premium price. Fair tourism has been emerging as the new paradigm of tourism since post-COVID, and for the sustainable development of tourism, fair tourism should be vitalized by elevating altruistic value and attitude, as well as the intention to pay premium price, through the positive perception of fair tourism.