지역관광종사자의 고객접촉 수준에 따른 관광지에 대한 공유된 믿음과 관광객과의 정서적 연대 관계의 차이 연구 = Different Relationships Between Local Tourism Employees’ Shared Beliefs and Their Emotional Solidarity Toward Tourists by Contact Levels

국문 초록 (Abstract)

본 연구에서는 2,300여개의 불교 사원으로 구성된 미얀마의 대표적인 불교문화 유적지인 미얀마 올드바간 내에서 관광객과 접촉 수준이 높은 지역관광종사자와 올드바간 외 지역에서 관광객 접촉 수준이 낮은 지역관광종사자 간의 공유된 믿음과 관광객에 대한 정서적 연대의 차이를 분석하는데 중점을 두었다. 올드바간 내 관광객 접촉 수준이 높은 지역 관광종사자의 경우, 관광객과의 공감적 이해와 친밀감에 대한 의지가 관광객 접촉 수준이 낮은 종사직 보다 더 높게 나타났다. 한편, 관광객과의 접촉 수준이 상대적으로 낮은 지역관광종사자의 경우, 관광객이 지역의 편익과 경제에 기여한다는 관점에서 관광객을 더 환영하는 감정을 보였다. 본 연구를 통한 시사점은 문화 유적지 내에서 관광객과 접촉 수준이 높은 지역관광종사자는 관광객에 대한 공감적 이해와 정서적 친밀감을 통한 정서적 연대를 느끼기 때문에 이를 좀 더 적극적으로 표현하게 하는 지역 차원에서의 교육이 필요하고, 반면 관광객 접촉 수준이 낮은 문화 유적지 외부의 일반 관광 서비스직의 지역 관광종사자는 관광객을 이익적인 측면에서 환영하는 경향을 보이므로, 관광객과 공감할 수 있는 긍정적인 경험을 줄 수 있는 노력이 필요하다.

다국어 초록 (Multilingual Abstract)

Emotional understanding between tourists and local residents has been one of the new research approaches in community-based tourism. This study analyzed tourism employees’ emotional solidarity (ES) toward tourists, focusing on the hypothesized interaction effects of ES between tourism employees’ shared beliefs (SB) about the local tourism destination and the two different levels of interaction with tourists. Empirically significant differences were identified between tourism employees (the high customer contact group) who directly encountered tourists in Old Bagan (a cultural tourism destination famous for 2,300 Buddhist temples) in Myanmar and those (the low customer contact group) who worked in general hospitality service industries outside of the Old Bagan area. The high customer contact group exhibited higher sympathetic understanding and emotional closeness toward tourists, but the low customer contact group showed higher welcoming nature than the other group. This result implies that tourism employees who have direct contact with customers within cultural heritage sites tend to communicate their emotional intimacy with tourists. On the other hand, tourism employees engaged in low contact tend to appreciate tourists because of the economic benefits from having them in the area. Therefore, educational and consulting support are needed to guide employees to understand tourists sympathetically and build emotional closeness.

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