놀이성에 따른 일탈적 관광행동의 차이분석

A Difference Analysis of Tourist Deviant Behaviour by Playfulness

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This study examined the phenomenon of deviant tourist behavior. This tourist behaviour is seen as being deeply related to tourists’ inherent propensity which is highly dependent on playfulness. In order to understand tourist behavior, the relationship between playfulness, deviant tourist behaviour and tourist satisfaction were analysed from a total of 1148 survey responses collected from an online survey. The results showed higher playfulness of tourist influences on more deviant tourist behaviour. Otherwise stated, deviant tourist behavior is a desire for hedonic value; one such is playfulness as an approach of hedonic value. Thus, human beings' playfulness influences on their behaviour in tourist destinations. Moreover, there were relationships between deviant tourist behaviour and tourist satisfaction. Specifically, there was a negative causal relationship between social deviant behaviour and satisfaction. As it could be stated, tourists whom indicated social deviant experiences at tourist destinations, they could experience greater legal and social risks which could reduce their satisfaction. However, in the case of internal deviant tourist behavior, there were positive causal relationship with satisfaction. The result of analysis further showed that more commitment in the tourism, the tourist satisfaction was more increased.