Abstract
Purpose - This study aims to investigate the effect of expected values of fair tourism on behavioral intention from the perspectives of business tourists whose purpose is to participate in MICE, and to verify the moderating effect of ethical consumption. Design/Methodology/Approach - The survey was conducted with MICE participants at the Gyeongju Hwabaek Convention Center (HICO) from November 15 to December 3, 2020. A total of 300 questionnaires were collected, and 240 questionnaires, excluding insincere ones, were used for data analysies. Findings - It was found that the expected emotional and environmental values of fair tourism had significant positive (+) effects on behavioral intention. In addition, ethical consumption was found to have a partial moderating effect between expected values and behavioral intention. Research Implications - Practical and theoretical implications were provided based on the stud results. It will also serve as evidence for the establishment of fair tourism marketing plans targeting MICE tourists and the revitalization of fair MICE tourism.
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