초등학생의 관광 영향 인식이 관광객에 대한 정서와 태도에 미치는 영향

Abstract

This study examined the influence of elementary school children's perceptions of tourism impact on affect and attitudes toward tourists. The research was conducted under the assumption that there are differences in the perceptions of tourism impact as well as affect and attitudes of tourists depending on the frequency level of contact with tourists. Survey respondents in this study were the students of Aewol elementary school and Deoreok branch school where visitors have been rapidly increased since the school buildings were painted in rainbow colors in 2012. The students of Deoroeok branch school were classified as a high contact frequency group with tourists while the students of Aewol elementary school were classified as a low contact frequency group. It was found that the high contact frequency group had lower perception scores of positive tourism impact than the low contact frequency group. In contrast, the high contact frequency group showed higher perception scores of negative tourism impact. Similarly, the high contact frequency group had lower positive affect scores and higher negative affect scores toward tourists than the low contact frequency group. The attitude toward tourists also showed similar results which the high contact frequency group with visitors had lower attitude scores than the low contact frequency group. This result can be explained by Doxey's Irridex Model. The Aewol elementary school students who are the low contact frequency group seem to be in the euphoria level. On the other hand, Deoreok branch school students of the high contact frequency group feel irritated. Even some sixth grade boys seem already being in antagonism level. The negative perceptions of tourism impact and negative affect toward tourists can be induced by asymmetric relationships between guests and hosts. From the viewpoint of local residents, it is not possible to establish a deep and positive relationship between tourists and local residents due to guests' short visiting period. This study also indicates the elementary school students' perceptions of tourism impact are different from adults. In case of adults, the tourism impacts are clearly distinguished by economic, social, cultural and environmental impact. It is fair to say, on the other hand, the elementary school students tend to simplify the perceptions of tourism impact as positive and negative. In addition, the elementary school students' perceptions of tourism impact have a significant effect on affect and attitudes toward tourists. Perceptions of tourism impact have a direct effect on the attitude toward tourists as well as indirectly influence attitudes toward tourists through affect. This results also support the cognitive appraisal theory of emotion. The academic implications of this study are as follows. First, it is meaningful that the perceptions of tourism impacts of young residents influence on affect and attitudes toward tourists. Second, the research used not only quantitative analysis through questionnaire but also qualitative analysis through focus group interviews. The results of the quantitative analysis and the qualitative analysis were alike and complement each other's method. Accordingly, mixed method should be developed and activated in tourism research field. Third, the scope of this study of local residents limited to adults was extended to elementary school children as they are also important members of the community. Fourth, this study focuses not only perceptions of tourism impact but also their affect toward visitors. The results of this study suggest the following practical implications. First, the local young residents' perceptions of tourism impact, affect and attitudes toward tourists are influenced by the frequency contact level with tourists. These results suggest that schools, community and tourists need to work together for preventing emotional burdening by tourists. Second, it is suggested that efforts should be made to minimize the damage to the real lives of the local residents. Third, as a result of this study, it is found that the community with low contact frequency with tourists is more likely to form a positive affect toward tourists. In order to maintain their positive affect toward tourists, the tourists try to accept and acknowledge the local culture and respect local residents' living-environment. Fourth, elementary school children's negative perceptions were influenced by tourists unhonorable behaviors like littering and parking violations. Therefore, it is necessary to minimize the negative tourism impacts through sufficient installation of tourist facilities so that the inflow of tourists will not cause harm to the local community. Local tourism can successfully be vitalized with involvement of communities. The local residents' positive perceptions of tourism impacts and the positive affect toward tourists, show the kindness and hospitality of tourists. Tourists and local government need to try to make efforts for coexistence with local residents, instead of demanding the sacrifice and patience of local residents. It is necessary to identify the factors influencing the attitude of the community members toward tourists. The local government must try to create psychological environment which the local residents welcome visitors from their heart as well as establish the tourism infrastructure.