본 연구는 관광행태의 종단연구를 통해 광한루원 관리방향 설정을 위한 기초자료를 얻기 위하여 수행되었으며, 2005년과 2018년 광한루원에서 설문조사한 내용을 비교분석하였다. 방문객의 인구통계학적 특성은 40대 이상의 연령층, 여성, 주부가 상대적으로 많았으며 지역적으로는 충청과 전북 지역의 방문객이 증가하였다. 목표시장의 세분화를 통해 인구통계학적 특성의 변화를 반영하는 관광상품 개발 및 마케팅 전략을 수립해야 할 것이다. 확실한 관광 목적지로서 의 광한루원 위상은 높으므로 다양한 관광요소의 질적 향상을 위한 관리전략의 수립이 뒤따라야 할 것이다. 또한 광한루 주변 관광자원의 개발과 함께 연계이용 교통수단의 운영으로 관광지 간 접근성 증진을 도모해야 한다. 숙박률 향상을 위해 야간 관광지로서의 포지셔닝 전략을 수립하고 숙박 관광객을 유인할 수 있는 숙박시설과 프로그램이 필요하다. 새로운 관광트렌드 에 부응하기 위해서는 먹거리 상품의 다양화와 함께 지자체의 적극적인 지역음식 개발 및 홍보가 이루어져야 한다. 전체 및 남원 관광일정의 변화, 비숙박 비율의 증가에 대응하여 광한루원의 행태적 장 조절과 남원의 독특한 역사문화자원을 활용한 연계 프로그램을 운영하는 생태심리학적 해결책이 필요하다. 특히, 남원 소재 관광지간 낮은 연계이용 비율은 광한루원의 상대적으로 높은 관광 중심성과 함께 매력도가 높은 새로운 관광지가 부족하기 때문이다. 이를 극복하기 위해서는 테마의 동질성, 용이한 접근성을 바탕으로 춘향테마파크 중심의 남원관광단지와 적극적인 연계전략을 수립해야 할 것이다. 전체 관광경로 분석 결과, 단일목적 관광지로서 남원의 위상은 약화되고 연계관광지로서의 역할은 증대되었다. 따라서 인접 지자체와 광역관광 네트워크 전략을 수립하여 지역적 관광매력도를 제고하는 관광지 관리정책도 필요하다고 판단된다.

There has been a heated discussion worldwide over tourist deviances that disrupt lives of local residents and cause damage to companies, city authorities, and the natural environment. Previous studies primarily turn to discrepancies in the cultural and educational background between tourists and local residents to explain such phenomena. Nonetheless, the possibility of people inclining to misbehave simply because they are away from home has rarely been investigated. In this study, we seek to examine factors rooted in the nature of tourism that are accountable for such phenomena. According to the definition by UNWTO (1995), one of the key characteristics of tourism is the displacement of usual environment. Tourism, therefore, is inevitably associated with surroundings of unacquainted others residing in the unfamiliar environment. Following the social control paradigm, previous studies have revealed that people are more likely to enforce social control on in-group members than on out-group members (Nugier, Chekroun, Pierre & Niedenthal, 2009). We further propose that psychological closeness between people and surrounding others would have an impact on their expectation to receive others’ social contrail and consequently their intention to engage in the counternormative behavior. Using an experimental study, we found that participants in the travel condition, compared with those in the home condition, feel less close to surrounding others and are more likely to misbehave. Such effect is mediated by the perceived social control. Implications for organization and companies in the tourism sector are drawn to prevent the spread of tourist misbehavior. Limitations and future directions would also be discussed.

Ethical consumption, including ethical tourist behavior, is of growing importance to governments, companies and consumers and consumers increasingly act accordingly (Sheth, Sethia, & Srinivas, 2010). Most ethical tourist behaviors conform to service industry characteristics, being intangible, heterogeneous and fusing production and consumption. Adopting ethical tourist behaviors (ETBs) requires activities, practices or ideas that consumers perceive as new, components that are key characteristics of innovations (Goldsmith, d’Hauteville, & Flynn, 1998; Rogers & Shoemaker, 1971). Studies frequently explore environmentally friendly behavior of a specific tourist segment - existing eco-tourists (Dolnicar, Laesser, & Matus, 2010) and limit their focus to environmental issues. In line with the World Tourism Organization’s conceptualization that highlights the importance of environmental, cultural and sociological aspects (http://ethics.unwto.org/en/content/global-code-ethics-tourism), this research uses the term ethical tourist behavior and investigates the concept using a sample of ordinary tourists. Consumer innovativeness has been defined as the “degree to which an individual is relatively earlier in adopting an innovation than other members of his system” (Rogers and Shoemaker, 1971, p. 27). Innovativeness, the propensity to adopt, is focusing on an individual’s behavior relative to other people in a population (Goldsmith & Hofacker, 1991; Im, Bayus, & Mason, 2003). Diffusion of innovation, investigating the spread of an innovation through the population, is frequently modeled using an S-curve (Rogers, 1995). ETB includes a wide range of activities with the behavior expected to be cumulative; for example somebody who chooses to stay in tourist accommodations with environmental certification is also likely to recycle. Cumulative patterns fit the Rasch Model (RM) (Rasch 1960/80). Well established in education and psychology, the model gains increasing attention in marketing (for example Ewing, Salzberger, & Sinkovics, 2005; Ganglmair-Wooliscroft & Wooliscroft, 2013; Salzberger & Koller, 2013; Wooliscroft, Ganglmair-Wooliscroft, & Noone, 2014). The probabilistic RM is based on a mathematically elegant equation (Bond & Fox, 2007), specifying that people who undertake more extreme ethical tourist behavior will also have a higher probability of engaging in (and subsequently agreeing to or endorsing a) comparably easier ethical tourist behavior. Item Characteristic Curves (Bond & Fox, 2007) embody the theoretical curve for an item’s endorsability. If empirical answer patterns follow the theoretical curve (and a number of other fit statistics are satisfactory) the item fits requirements of the Rasch Model. This study develops an ETB hierarchy and explores parallels between characteristics of Rasch Modelling (Rasch, 1960/80) and the Adoption of Innovation (Rogers, 1995). Additionally, the study explores variables influencing the level of ETB, representing actualized ethical tourist innovativeness. The final ETB hierarchy contains of 27 ethical tourist behaviors that relate to a wide range of holidays. Using a cross-sectional sample of 322 respondents, representative of the population, the research finds that ethical tourist behavior diffuses through the population in a structured, ordered sequence, providing support for parallels between the Diffusion of Innovation Model (Rogers, 1995) and Rasch Model’s ICC characteristics. Most respondents undertake only a small range of ethical tourist behaviors, indicating that many ethical issues are at a very early stage of the diffusion process. The level of ethical tourist behavior adaption – operationalized through respondent’s position on the ETB hierarchy is influenced by high importance of universalism, age and gender.

The purpose of this study was to analyze food behavior of tourists to develop consumer-oriented local cuisines for the Goseong dinosaur festival. A random sample of 518 tourists took part in one-on-one interviews which were conducted between May 7 and May 28, 2006. The highest percentage of people were in the 30-39 age group, and the over 60 years were the second highest. The participants resided mainly in urban areas of Gyeongnam province and other large Korean cities. Most of the tourists had breakfast at home before leaving for the festival, 27.8% skipped breakfast or bought and ate various food s as a breakfast on the way to the main venue. The proportion of the tourists who wanted to eat lunch at outlets in the main venue was 39.8%, while 34.6% of the tourists brought their lunch boxes. Only 14.5% had a desire to eat lunch at restaurants in Goseong. 33.8% of the tourists were willing to pay 5,000-6,000 Won per capita for the lunch, 15.6% wanted to pay 7,000-10,000 Won per capita. Noodles and Gimbab were chosen as favorite dishes for lunch by 15.4% of tourist while Bibimbab was selected by 12.0%. Various aspects of food behavior were different between the two predominant age groups. For example, the prices and the kinds of meals they wanted, and the places they preferred to eat meals. Therefore, it is suggested that more than 2 kinds of local cuisines have to be developed for the predominant age groups. The price of the local cuisine for the 30s age group should not exceed 5,000-6,000Won, whereas less than 10,000Won is an appropriate price for the over 60s. Menus for children also need to be developed, along with breakfast menus specifically for the 30s age group.

This study was performed with 239 dwellers who live in the city, visited rural tourism village. This study investigated the relationship of servicescape perception of rural tourism village and tourist satisfaction and behavior intention. The servicescape factors of rural tourism village consist of artificial factors and social factors. Social factors affect more total satisfaction, service satisfaction and environmental satisfaction more than artificial factors, but facilities satisfaction is more affected by artificial factors than Social factors. Total satisfaction and service satisfaction and environmental satisfaction influence behavior intention but facilities satisfaction does not. Total satisfaction has the biggest influence on behavior intention. This means that for successful rural tourism village development, social factors should be considered than artificial factors.