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An Exploratory Study of Shopping and Optional Tour Oriented Behavior by Tour Guides: Focusing on Foucault’s Disciplinary Power Approach

An， So-Hyun 1,  Lee Choong-Ki 1

1경희대학교

Excellent Accredited

ABSTRACT

This study analyzed tour guide oriented behavior in terms of shopping and optional tour usage from the viewpoint of Foucault's disciplinary power. Tour guides experienced a conflict between their role as guide and their responsibility to generate profit through shopping and optional tour usage. Eventually however, they become tour guides who generate revenue suitable for the current travel industry. By analyzing this from the point of view of disciplinary power composed of relationships, knowledge and surveillance, it was clear that qualified tour guides influenced tourists. This occurred through their specialized tourism knowledge and their relationship with tourists. It is through these influences that tour guides induce shopping and optional tour usage. Conversely, unqualified tour guides were also shown to induce shopping and optional tour purchases through intimidation and high-pressure selling because they are unable to exert their influence effectively on tourists. This was due to their lack of specialized tourism knowledge. Shopping and optional tour sales as induced by tour guides were scored and ranked and sequenced as in a conventional test. From these results, tour guides are compensated or punished. Through this process, tour guides internalize the role of revenue generation. The findings of this study have academic significance in that it we are now able to analyze a tour guides’ behavior from a social point of view.

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