Feeling ‘Protected’ in Mass Organized Group Tours: A South Korean Case

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Title Feeling ‘Protected’ in Mass Organized Group Tours: A South Korean Case
Author Lee, HeeJung; Wilkins, Hugh Charles; Lee, Young-Sook
Journal Name International Journal of Tourism Sciences
Year Published 2011
Place of publication Korea
Publisher The Tourism Sciences Society of Korea (Tosok)
Abstract This study provides further understanding of mass organized tourists byidentifying the push factors for mass tourism in a Korean context. It is proposed that ‘protection seeking’ tendency and perceived travel risks are two push factors thatencourage Korean tourists to choose mass tourism products. This study employed amixed method approach in which qualitative and quantitative approaches weresequentially conducted across two stages. This study successfully identified thedimension of ‘protection seeking’ and found it has a significant role in a Koreantourist context. The ‘protection seeking’ tendency increases the likelihood of potential tourists to choose the mass organized tours. However, perceived risks were not foundto be directly related to choosing the mass organized tours; perceived risks weresignificantly related to ‘protection seeking’. This study reveals that a critical reasonwhy Korean tourists choose mass tourism products is because they want apsychological ‘shelter’ and the ability to call for help in case of emergency. Thisimplies that various types of mass organize tours are needed to be designed for thefuture. This result is particularly of significance for those who desire to make theirholiday products more attractive to Korean outbound tourists.
Peer Reviewed Yes
Published Yes
Alternative URI http://ijts.tosok.or.kr/02_issue/abstract_view.asp?IDX=96
Volume 11
Issue Number 2
Page from 131
Page to 159
ISSN 1598-0634
Date Accessioned 2011-11-18
Date Available 2012-02-10T01:13:07Z
Language en_US
Faculty Griffith Business School
Subject Tourism Management; Tourist Behaviour and Visitor Experience
URI http://hdl.handle.net/10072/42275
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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