지속가능한 관광 관점에서 관광객의 일탈행동 연구 - 문막(인천)휴게소 단체관광객을 중심으로 한 질적사례연구 -

초록

This study investigates the deviant behaviors of group tourists through the lens of sustainable tourism and explores relevant policy implications. Employing a qualitative case study approach, it utilizes direct participant observation and in-depth interviews to identify and analyze the types and underlying causes of such behaviors. The findings indicate that deviant behaviors occurring at highway rest areas are closely linked to psychological and social factors, including diffusion of responsibility, anonymity, and group dynamics. Among the primary misconducts observed, littering and displaying rude attitudes toward service staff emerged as predominant issues. To effectively address these behaviors, the study advocates for a dual intervention strategy that integrates both soft and hard approaches encouraging intrinsic motivation while reinforcing extrinsic regulatory measures. From a theoretical standpoint, this research makes two notable contributions. First, it broadens the scope of tourism behavior studies by shifting the focus beyond positive tourist experiences to the underexplored domain of negative conduct. Second, by applying sustainable tourism theory to the regulation of tourist behavior, it provides empirical evidence that sustainability principles can extend beyond destination management to influence tourist conduct. Ultimately, the study offers valuable insights for policymakers seeking to enhance the environmental and social sustainability of tourist destinations through targeted behavioral interventions.

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