근거이론을 기반으로 한 패키지 여행상품 관광자의 갈등경험 분석

Abstract

This study raises the need for a study on the conflict arising from the package tourism product experience from the perspective of a tourist. Therefore, we attempted to comprehensively identify the conflicts experienced in the process of experiencing travel products for tourists, who are regarded as the biggest agent of package tourism products. In this study, we utilized the grounded theory method. In-depth interviews were conducted with a total of 15 participants. The analysis was performed according to the research procedure of three stages: open coding, axial coding, and selective coding. Three research questions were presented, and the findings of the data analysis showed that the current package tourism product encountered various conflict situations during the experience. The conflict situation was exerting a great influence on the slowdown and stagnation of package tourism products. Therefore, the travel agency should consider the will of active improvement for various conflict inducing factors, conflict situations, etc. derived from this study. Travel agencies should be aware of the seriousness of the unresolved conflict. In addition, stakeholders such as travel agencies and tour guides need to consider the objectives of 'healing','memory', 'special meaning', and 'expectation from escape from everyday life' that tourists pursue through travel. Furthermore, it is suggested to develop into a form of transformational tourism that maximizes the merits of travel experience, based on this theoretical basis.