글로벌 OTA 거래에서 관광자의 위험감소행동 연구 : 근거이론방법의 적용

Abstract

This study aimed at analyzing tourists’ risk reduction behavior in transaction with global online travel agencies applying the method of grounded theory. In the literature background, the concepts of global OTA, risk reduction behavior and related precedent studies were reviewed in order to secure theoretical resources. The research participants were selected by using theoretical sampling method which emphasizes appropriateness and saturation of the data. For the collection of the data, in-depth interview method was applied. The collected data were analyzed according to the Strauss and Corbin(1998)’s coding processes. A paradigm model for tourists’ risk reduction behavior was constructed and the abstracted categories were linked as follows: Tourists’ reactions regarding risk reduction were influenced by transactional anxieties moderated by personal and situational conditions; In action/interaction, personal and social strategies were chosen, which was intervened by constructional conditions; In consequence, personal and social categories were confirmed. Based on these findings, the core category was defined as ‘responding autonomously in a new transaction environment’. Following this, five characteristic types of tourists were classified as ‘receptive’, ‘exploring’, ‘learning’, ‘defensive’, ‘avoidant’. In conclusion, practical measures at the societal level including provision of consumer protection education, institutional support for global OTA users, and establishment of cooperative consumer network were suggested.