해외여행자의 개인가치에 따른 윤리적 소비행동, 공정관광 행동의도 분석: 부산지역을 중심으로

This study aims to explore strategies that can promote ethical consumption and fair tourism by focusing on ethical consumption behavior and fair tourism behavioral intentions of the citizens of Busan, who traveled overseas. The study conducted statistical analyses on a final sample of 212 responses using factor analysis, reliability analysis, cluster analysis, discriminant analysis, analysis of variance, and multiple regression analysis. The empirical findings are as follows. First, personal values were identified as 'internal values' and 'external values,' while ethical consumption behavior was extracted into four factors: 'sustainable consumption,' 'boycott activities,' 'moderate consumption,' and 'local coexistence consumption.' Fair tourism behavioral intention was identified as a single factor. Second, cluster analysis based on personal values revealed three distinct groups: 'low-value group,' 'high-value group,' and 'internal and external values group.' All three clusters showed significant differences in ethical consumption behavior and fair tourism behavioral intentions, reaffirming that personal values play a critical role in these behaviors, consistent with previous research. Third, the analysis of the relationship between ethical consumption behavior and fair tourism behavioral intentions within each group revealed that 'moderate consumption' had a significant influence in the high-value group, while both 'moderate consumption' and 'boycott activities' had significant effects in the internal and external values group. These findings suggest theoretical and practical implications for the realization of fair tourism, proposing the need for expanded education and promotion of fair tourism to build a balanced tourism ecosystem that harmonizes personal benefits, economic value, and environmental protection.