Effect of Ethical Consumption Behavior of Korea Airport Users On Perception of Fair Tourism and Purchase Intentions

Abstract

Purpose - The purpose of this paper aim to understand the relationship between individual ethical consumption behavior and ethical behavior in tourism, awareness of fair tourirm and purchase intention. Design/Methodology/Approach - Investigating the relationship among ethical consumer behaviors, perception of fair tourism and purchase intention of fair tourism is pertinent in understanding the future direction and development of fair tourism at its early stage. Likewise, an empirical research was conducted with underlying assumptions that the usual ethical consumer behaviors of Korean tourists influence perceptions of fair tourism and purchase of fair tourism, as does enhancing perceptions of fair tourism on purchase intention. First, the oretical considerations were conducted on ethical consumption behavior, fair tourism awareness, and purchasing intentions. Second, we set up research models and hypotheses, and present questionnaire composition and analysis methods after survey design. Third, empirical analysis was conducted using SPSS ver.21 and multiple regression analysis was conducted. Findings - As a result of this study first, the importance of ethical consumption behavior was verified by recognizing fair tourism and revealing the impact of purchasing fair tourism. Second, travelers’ usual ethical consumption behavior has not been linked to social responsibility in travel. Third, it was confirmed that only the traveler’s behavior among the characteristics of fair tourism was recognized as fair tourism, which resulted in low perception of fair tourism, and that only travelers, or personal factors, were found to be factors in choosing fair tourism. Finally, the reason for purchasing fair tourism is the realization of an individual’s ethical beliefs rather than as part of actions that fulfill social responsibility and consider the environment, reflecting a lack of awareness of the effectiveness of fair tourism. Research Implications - Through the process, the study presents the significance of ethical consumer behaviors of tourists and enhancing perceptions of fair tourism, as well as the attempts to facilitate attention towards the related industry and participation of individuals in enrooting fair tourism. The expanded understanding of fair tourism will lead to ethical consumption in tourism, that is, purchase of fair tourism, as well as to relieve social and environmental problems caused by mass-tourism.