공정여행의 선택속성이 공동가치창출과 고객시민행동에 미치는 영향

다국어 초록 (Multilingual Abstract)

As consumers demand change regarding the negative aspects of the
tourism industry, such as environmental problems caused by overtourism and
imbalances in profit distribution, the transition to sustainable tourism has
become an unavoidable reality. However, fair travel, which began to be known
in South Korea in the late 2000s, is still a relatively unfamiliar concept to
tourists due to low social awareness and lack of background knowledge.
Consequently, tourists who are interested in experiencing fair travel primarily
rely on fair travel agencies. Therefore, this study aims to propose strategies to
expand the proportion of fair travel agencies in the existing travel market as a
means to activate fair travel, which is a representative alternative form of
tourism.
In today's world, the relationship between companies and customers is
rapidly evolving into a collaborative partnership. Customers want to participate
directly in the value creation process of companies and engage in co-creation.
This concept of co-creation, which has recently attracted academic and
practical attention, has gained importance in the tourism industry as well. It
involves tourists actively participating in the planning and production of new
tourism experiences based on their previous travel experiences. Based on this
observation, this study focuses on the strategic and competitive development
directions of fair travel agencies through the co-creation between tourists who
have experienced fair travel and fair travel agencies.
To achieve this, the study examined the influence of the fair travel selection
attributes of tourists who have experienced fair travel through travel agencies
on the co-creation with the agencies and their customer citizenship behavior.
The research results revealed that all the selection attributes of fair travel,
namely economic, environmental, and socio-cultural attributes, had a
significant positive (+) impact on the sub-factors of co-creation, namely
interaction and responsiveness. Furthermore, it was found that the interaction
and responsiveness of co-creation had a significant positive (+) impact on
customer citizenship behavior. Based on these findings, the following academic
and practical implications can be suggested:
First, this study is significant in that it applies the concept of co-creation
for the first time in the field of fair travel. Second, fair travel was found to have
a positive impact on the co-creation (interaction and responsiveness). This
indicates that the interaction between tourists who respect the local culture and
environment and fair travel agencies, which provide direct economic support to
the local community, leads to the creation of new values. Third, the results of
this study indicate that the interaction and responsiveness of co-creation have
a greater impact on customer citizenship behavior. This suggests that the
active interaction between tourists and fair travel agencies, which is based on
the nature of the tourism industry where tourists simultaneously experience
and produce experiences, can generate voluntary customer citizenship
behavior. Fourth, the analysis of this study showed that responsiveness had a
greater impact on customer citizenship behavior than interaction. This implies
that it is more important for fair travel agencies to first approach tourists and
encourage their participation in dialogue before initiating bilateral interaction
in order to induce voluntary customer citizenship behavior.
In terms of practical implications, the communication with tourists who
have experienced fair travel is crucial as it can ultimately contribute to the
production and improvement of fair travel products by involving them as coproducers. Additionally, among the selection attributes of fair travel, the
economic attribute had the greatest impact on the co-creation. Therefore, fair
travel agencies should develop products and services that allow tourists to use
accommodations and restaurants operated by locals, consume food made from
local agricultural and specialty products, and participate in programs run by
local residents. Lastly, this study verified that the co-creation can lead to active
customer citizenship behavior. fair travel agencies should establish appropriate
strategies to induce voluntary actions from customers, such as providing
rewards systems for tourists who give proactive feedback and creating methods
to evoke positive emotions. It is crucial to design products and services that
meet the needs of travel agency customers through these strategies.

국문 초록 (Abstract)

오버투어리즘(Overtourism)으로 인한 환경문제, 수익의 불균형 배분문제 등 관광
산업의 부정적인 면에 대해 소비자가 변화를 요구하면서 지속가능한 관광으로서의 전
환은 더 이상 피할 수 없는 실정에 이르렀다. 하지만 2000년대 후반부터 국내에 알려
지기 시작한 공정여행은 관광객들에게 아직까지 그 개념이 생소한 실정이다. 사회적으
로 높지 않은 공정여행에 대한 인식과 부족한 배경지식 때문에 공정여행을 경험하고
싶어하는 관광객들은 주로 공정여행사를 이용한다. 이에 본 연구에서는 대표적인 대안
관광인 공정여행의 활성화 방안으로 기존 여행 시장에서 사회적 가치를 실현할 수 있
는 공정여행사의 비중을 확장하기 위한 방안을 제시하고자 한다.
오늘날 기업과 고객 간의 관계는 서로 상호협력하는 관계로 빠르게 발전하고 있
다. 고객이 기업의 가치창출 과정에 직접 참여하여 기업과의 공동생산이라는 공동가치
창출에 참여하기를 원하고 있다. 이는 최근 학술적, 실무적 관심이 집중되고 있는 공
동가치창출 개념인데 최근에는 관광산업에서도 공동가치창출의 중요성이 대두되고 있
다. 관광객이 관광을 경험하고 그 가치를 느껴 다른 경험을 계획하고 생산하는 데 적
극 참여하여 새로운 관광 경험을 만들어가는 것이다. 본 연구는 이에 주목하여 공정여
행을 경험한 관광객들과 공정여행사와의 공동가치창출을 통해 공정여행사의 전략적이
고 경쟁력 있는 발전 방향에 관해 연구하고자 하였다.
이를 위해 본 연구는 여행사를 통해 공정여행을 경험한 관광객들을 대상으로, 그
들의 공정여행 선택속성이 여행사와의 공동가치창출에 미치는 영향과 고객시민행동에
미치는 영향을 검증하였다.
II
연구결과 공정여행의 선택속성인 경제적 속성, 환경적 속성, 사회문화적 속성 모
두 공동가치창출 하위요인인 상호작용과 반응성에 유의한 정(+)의 영향을 미치는 것으
로 나타났다. 또한 공동가치창출의 상호작용과 반응성은 고객시민행동에 유의한 정(+)
의 영향을 미치는 것으로 나타났다. 이러한 연구결과를 토대로 학술적 시사점을 제시
하면 다음과 같다.
첫째, 본 연구에서는 공동가치창출이란 개념을 공정여행 분야에서는 처음 적용하
여 분석하였다는 측면에서 의미가 있다. 둘째, 공정여행은 공동가치창출(상호작용, 반
응성)에 긍정적인 영향을 주는 것으로 나타났는데, 이는 현지에 직접적인 경제적 도움
을 주고, 현지인들의 문화를 존중하며 현지의 환경을 보존하려는 여행객들과 공정여행
사의 상호작용은 새로운 가치를 창출하는 원동력이 된다는 것을 시사해준다. 셋째, 공
동가치창출의 상호작용과 반응성이 고객시민행동에 긍정적인 영향을 미치는 결과는
관광 경험을 하면서 동시에 생산자로서 경험을 만들어내는 관광산업의 특성을 바탕으
로 공정여행사와의 풍부한 상호작용이 자발적인 고객시민행동을 창출할 수 있다는 점
을 시사한다. 넷째, 본 연구의 분석 결과 공동가치창출의 하위요인인 상호작용보다 반
응성이 고객시민행동에 더 큰 영향을 미치는 것으로 확인되었다. 이는 관광객들과 공
정여행사 양방향의 상호작용이 선행되기 전에 관광객들에게 먼저 다가가 대화의 참여
를 이끌어내는 것이 더 중요하다는 것을 시사한다.
실무적 시사점으로는 관광객이 공정여행 경험을 활용하여 공동생산자로서 공정여
행사의 여행상품 생산 및 품질 개선에 기여할 수 있음을 의미하기 때문에 공정여행을
경험한 관광객과의 커뮤니케이션이 결과적으로는 공정여행사와의 새로운 가치 창출
과정에 활용될 수 있다는 점을 시사한다. 또한 공정여행의 선택속성 중 경제적 속성이
공동가치창출에 가장 큰 영향을 미치는 것으로 나타났다. 따라서 공정여행사는 이를
고려하여 현지인들이 직접 운영하는 숙소나 음식점을 이용하고, 현지 농·특산물을 활
용한 음식을 먹고, 지역주민이 운영하는 체험프로그램 등에 참여할 수 있는 상품과 서
비스를 개발해야 한다는 점을 시사한다. 마지막으로, 공동가치창출이 관광객들의 적극
적인 고객시민행동을 끌어낼 수 있음을 검증하였는데, 공정여행사는 관광객들과 꾸준
한 상호작용을 통해 상품과 서비스 개선을 위한 고객의 자발적 행동을 유도하거나, 긍
정적 감정을 끌어낼 수 있는 방안을 마련해야 한다. 적극적인 피드백을 주는 관광객들
을 위한 적절한 보상시스템을 구축할 수 있도록 적합한 전략을 마련하고, 이를 통해
여행사 이용객의 Needs에 맞는 상품과 서비스 구성을 할 수 있도록 해야 할 것이다.

목차 (Table of Contents)

• 제 1 장 서 론 ························································· 1
• 제 1 절 연구배경 및 문제제기 ·················································· 1
• 제 2 절 연구목적 ···································································· 4
• 제 3 절 연구의 구성 ································································ 5
• 제 2 장 이론적 배경 ················································ 7
• 제 1 절 공정여행 ····································································· 7
• 1. 공정여행의 개념 및 속성 ···································································· 7
• 2. 공정여행 관련 선행연구 ···································································· 11
• 제 2 절 공동가치창출 ····························································· 14
• 1. 공동가치창출의 개념 및 속성 ····························································· 14
• 2. 공동가치창출 관련 선행연구 ······························································ 20
• 제 3 절 고객시민행동 ····························································· 24
• 1. 고객시민행동의 개념·········································································· 24
• 2. 고객시민행동 관련 선행연구 ······························································ 28
• 제 3 장 연구방법 ··················································· 30
• 제 1 절 연구모형 설정 ··························································· 30
• 제 2 절 가설 설정 ································································· 31
• 1. 공정여행과 공동가치창출과의 관계 ···················································· 31
• 2. 공동가치창출과 고객시민행동과의 관계 ·············································· 33
• 제 3 절 측정항목 도출 및 설문지 구성 ····································· 34
• 1. 측정항목 도출 ·················································································· 34
• 2. 설문지 구성 ···················································································· 36
• IV
• 제 4 절 자료수집 및 분석방법 ················································· 37
• 1. 자료수집 ························································································· 37
• 2. 분석방법 ························································································· 37
• 제 4 장 분석 결과 ················································· 38
• 제 1 절 표본의 특성 ······························································ 38
• 제 2 절 측정항목의 기술통계분석 ············································ 40
• 제 3 절 탐색적 요인 분석 ······················································· 42
• 제 4 절 회귀모델 분석결과 및 가설검증 ··································· 47
• 제 5 장 결론 ························································· 51
• 제 1 절 연구 결과 요약 ·························································· 51
• 제 2 절 연구 결과의 시사점 ···················································· 52
• 1. 학술적 시사점 ·················································································· 52
• 2. 실무적 시사점 ················································································· 53
• 제 3 절 연구의 한계 및 향후 연구방향 ····································· 55
• 참고문헌 ································································· 56
• 부록 설문지 ···························································· 68
• ABSTRACT ····························································· 72