A Qualitative Study on Responsible Tour Operators' Perception and Operation Status

공정관광 운영자의 인식과 공정관광 운영 현황 분석 - 심층면접을 통한 영역분석을 중심으로 -

Kim, Kyung-Hee;Kang, Sung-Jin

  • Received : 2015.02.10
  • Accepted : 2015.03.10
  • Published : 2015.03.31


Responsible tourism attracting worldwide attention has supported local economy and community development as a type of alternative tourism. This study explored the perception toward fairness in tourism and operation status of responsible tour operators in South Korea by conducting in-depth interviews with probe questions. Ten responsible tour operators were interviewed with a semi-structured interview questionnaire for one upto two hours. From the interview data, six themes were identified as difficulties of responsible tour operators: lack of manpower, advertising and promotion, absence of marketing strategy, regulation, lack of budget and lack of recognition of responsible tourism. As government support identified through the interviews, there are the followings seven themes: a low entry barrier market, investment in human resources, resource utilization, community-based policies, connection with local produce, community support and connection system of responsible travel agencies with intermediate support organizations at a local level, The findings of this paper implicate the underlying subject of responsible tourism from a tour operators' perspective.


responsible tourism;tour operator;perception


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Supported by : 국립농업과학원