• Industry Promotion Research
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• v.9 no.4
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• pp.311-320
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• 2024

The purpose of this study was to analyze a casual relationship of ethical consumer behavior and related variables, perception of fair tourism, fair travel choice attributes, & consumer happiness, and entitled the effect of ethical consumer behavior and consumer happiness. The data were gather 306 questionnaires of students who study in middle and high school, using a survey questionnaire. The major findings of this study were follow; first, there were significant difference between perception of fair tourism and consumer Happiness by gender. second, ethical consumer behavior were significantly correlated with perception of fair tourism, fair travel choice attributes, & consumer happiness. third, perception of fair tourism, fair travel choice attributes were significantly predicting variables in ethical consumer behavior. fourth, consumer happiness was significantly predicting variable in ethical consumer behavior. Finally, it is important to increase the integration of ethical consumer behavior that can arose consumer happiness during the whole life.

• Korean Journal of Human Ecology
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• v.19 no.5
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• pp.857-872
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• 2010

Recently, interest in fair tourism and demand for this service has been steadily increasing. This study examined the tourists' perceptions of their fair tourism experiences. Phenomenological method was adopted as a qualitative research approach. Participants were nine adults who were interviewed in depth on their experiences of fair tourism. Data analysis led to the emergence of seven categories (sharing and volunteerism, environment and animal protection, tourism created together, communication and relationship, from consumption to experience, ethicality and fairness, contemplating life) and 21 subcategories. This research was a significant step in providing options to explore the improvement of ethical-tourism and may have implications for the future development of tourism. This study also has various implications for tour operators, consumers, and government. In future all stakeholders should make efforts to establish the tour culture which encourages consumers to consider the ethicality and fairness of their choices as tourists.