earticle

영어

This research discusses the effect of maintaining a fair and positive relationship between tourists, local residents, and the tourism industry. It focuses on native tourists who project fair tourism attitudes and positive psychological capital in order to improve tourism satisfaction and increase tourist attraction. The study produced the following results: First, fair tourism attitude has significant direct and indirect effects on tourism satisfaction. Second, positive psychological capital controls the relationship between the tourists' perception of fair tourism and tourism satisfaction. Third, fair tourism culture can be developed and established through efforts such as providing fair tourism education for tourists, local residents, and other members of the tourism industry. To develop a fair tourism culture, the Korean Tourism Organization should introduce education that is focused on a fair tourism attitude for all the related institutions. In addition, the Korean Tourism Organization should provide tourism laws and tourism ethics education based on the World Tourism Ethics Code on the perception and attitude of fair tourism to tourists, local residents, and employees of tourism companies. Fair tourism is currently being conducted only for domestic tourists in each country due to social and environmental influences, but if tourists from foreign countries actively understand and accept the culture of their tourism destinations, and present a fair tourism attitude, they will be able to experience the joy of knowing and appreciating the culture of their tourism destinations.