관광소비자의 불공정거래 경험에 대한 현상학적 연구 : OTA를 대상으로

Abstract

The purpose of this study is to analyze the unfair trade experience of tourism consumers using OTA by applying the phenomenological research method, and to discover the individual characteristics, essential structure, and general structural description of the experience. The data collection for the analysis was collected through in-depth one-on-one interviews with 8 tourism consumers who had experience in unfair trade in the process of tourism products. As an analysis method, Colaizzi(1978)'s phenomenological research technique was applied. Colaizzi's phenomenological research technique is characterized by focusing on the common attributes of the research participants' statements. As a result of the analysis, 3 essential structures, 8 theme clusters, and 27 themes were derived. The derived essential structure was matched with the research problem of the 'content-cause-evaluation' structure. First, in terms of content, 'difficulty of canceling the contract' was derived as the essence, and 'excessive cancellation fee', 'avoidance of refund responsibility' were derived for the theme cluster. Second, in terms of the cause of the transaction, 'irrationality of the transaction conditions' was derived as the essence, and 'abuse of business status', 'infringement of property rights and choice of tourism consumers', 'unfair business conditions', 'vulnerable tourism consumer status' were derived for the theme cluster. Third, in terms of evaluation, 'distrust of OTA' was derived as the essence, and 'OTA's lack of service mind', 'OTA's indifference to tourism consumer protection' were derived from the theme cluster. In conclusion, this study confirmed the practical problems that occur in OTA by presenting the essential structure through the experience of unfair trade of tourism consumers.