A Study on the Effects of Perception, Attitude, and Behavioral Intention on Fair Tourism Destination: The Etic View Perspective of Fair Travellers

Lee Tae Sook; Kim Chulwon

doi:10.17086/JTS.2018.42.1.31.48

The purpose of this study was to investigate the effects of perception, attitude, and behavioral intention toward Fair Tourism Destination from the Etic view perspective of fair travellers. Etic knowledge refers to generalizations about fair tourism behavior that are considered universally true. This study also investigated behavioral differences between first-time and repeat visitors engaging in fair tourism in popular tourist destinations. The survey was conducted using self-administered questionnaires between February and April 2014, on Cheongsan Island and throughout the Jiri region. South Korea was an ideal research area since it is a responsible tourist destination. The research findings showed that the economic and socio-cultural perception of fair tourism is positively related to the attitude of tourists, however it is not significantly related to their behavioral intention. The attitude of tourists toward fair tourism had a positive effect on their behavioral intention. In addition, there was no empirically significant statistical difference between the two groups. Based on these results, implications for tourism destination management were discussed that will contribute to achieving a sustainable competitive advantage for fair trade in tourism.

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